PUBG MOBILE has Launched Local Servers in Nigeria and South Africa

PUBG MOBILE has launched local servers in Nigeria and South Africa. This strategic expansion aims to drastically improve the gaming experience for millions of players across the continent by reducing lag and enhancing connection stability. The decision reflects a growing trend among global gaming giants to invest in the rapidly expanding African market.

PUBG MOBILE has become the latest global gaming giant to double down on Africa, launching local servers in Nigeria and South Africa since its initial launch in 2018. This investment in local infrastructure marks PUBG MOBILE as one of the first major global mobile gaming platforms to establish dedicated servers on the continent. Brian Gu, Head of PUBG MOBILE Africa, stated that these upgrades directly address feedback from the African community, emphasizing that stable and smooth gameplay is crucial for competitive players. He added that the initiative is about “responsiveness and representation,” highlighting the company’s commitment to building with African players, not just for them.

The expansion goes beyond technical improvements, as PUBG MOBILE is also introducing regional tournaments and Africa-themed emotes and game skins. Players can now choose between competing within Africa or globally through a new Server Node Selection feature. The culturally inspired in-game content includes a Maasai-themed outfit and an “Afro Frenzy” dance emote, based on the popular Mapangale dance. Later this year, a digital version of Mancala, a traditional African board game, will be introduced. These features aim to represent and respect African culture and the creativity of its player base.

PUBG MOBILE local servers in Nigeria and South Africa

This isn’t the first time a gaming giant has shown interest in the African market. Other major players like Call of Duty: Mobile (CODM) and Free Fire have also made strides in the region. CODM launched its Nigerian server in 2023 and the Africa Cup in 2023, and now allows African players to compete in its $1 million CODM World Championship. Free Fire has engaged in African influencer partnerships and regional tournaments. These actions signal that game studios are increasingly serious about the African market, reflecting a broader industry trend to localize experiences and improve latency in underserved regions.

Mobile gaming in Africa is growing at a remarkable pace, becoming one of the fastest-growing mobile gaming regions globally. This surge is attributed to increasing smartphone penetration and the popularity of free-to-play titles. The African gaming industry generated an estimated $1.8 billion in revenue in 2024. Despite this growth, monetizing African gamers has presented challenges due to factors like low average revenue per user (ARPU), payment infrastructure issues, and uneven broadband access. Publishers like Tencent, the owner of PUBG MOBILE, are addressing these challenges by investing heavily in community building, localization, and offline engagement, betting on long-term loyalty over immediate profits.

More than just games, PUBG MOBILE’s latest rollout includes various community engagement events. These include the Africa Cup Tournament, with national teams competing before the finals in September, and a TikTok x PUBG MOBILE Dance Challenge set for August. Additionally, an “Airdrop Festival Carnival” will offer giveaways, such as Infinix smartphones and Oraimo accessories. These initiatives mirror CODM’s successful offline and social media-driven events, further indicating the commitment of game studios to the African market.

In the competitive landscape of mobile shooting games in Africa, CODM, PUBG MOBILE, and Free Fire are the primary contenders. According to one pro player, CODM currently holds the top spot in popularity in Africa. However, recent data indicates that PUBG MOBILE was the second most downloaded mobile game in 2024, with 82 million downloads, while CODM ranked fifth with 52 million downloads. As mobile gaming continues to expand in Africa, competition is expected to intensify, raising questions about the future for local gaming studios.

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