How Carry1st Became a Trailblazer in African Gaming: Strategies, Milestones, and Lessons

How Carry1st Became a Trailblazer in African Gaming: Strategies, Milestones, and Lessons. In an industry historically dominated by markets like North America, Europe, and Asia, Carry1st has emerged as a pioneering force in African gaming. Founded in 2018, this South African-based company has not only broken new ground by localizing global gaming experiences for African audiences but has also built a scalable business by solving real infrastructure challenges. Through strategic partnerships, innovative monetization, and a deep understanding of the local market, Carry1st’s journey is a blueprint for entrepreneurs looking to create impact and scale in emerging markets.

Founding Vision: Building for Africa

Carry1st was co-founded in Cape Town by Cordel Robbin-Coker, Lucy Hoffman, and Tinotenda Mundangepfupfu. The company started with a clear purpose: to bring world-class mobile gaming experiences to Africa while addressing the specific needs of the continent’s unique digital economy.

From the beginning, Carry1st identified a gap in the market. Despite Africa’s growing population of smartphone users, there was limited localized gaming content, inadequate payment infrastructure, and challenges with monetization. This recognition laid the foundation for the company’s strategic direction.

Key Insight for Entrepreneurs:

Success often starts with identifying underserved markets and tailoring solutions to their specific challenges.

Early Challenges: Infrastructure and Monetization Barriers

Carry1st’s early years were marked by obstacles that are common in emerging markets:

• Limited access to online payments, as credit card penetration is low in many African countries.
• Low monetization rates due to economic constraints and payment friction.
• Need for localization to make global games relevant to diverse African audiences.

Instead of seeing these as barriers, Carry1st approached them as opportunities. The team invested in creating Carry1st Shop, a proprietary platform enabling users to pay for games and in-app purchases via local payment methods like mobile money, bank transfers, and cash-based systems.

Key Insight for Entrepreneurs:

Solving core infrastructure problems can create entirely new business opportunities and unlock growth in underserved markets.

Strategic Pivot: From Game Development to Publishing

While Carry1st initially focused on developing its own games, a major turning point came when the company shifted focus to publishing and monetization support for global gaming studios entering Africa. This pivot allowed Carry1st to:

• Partner with established developers.
• Localize and market existing titles to African audiences.
• Provide payment solutions to drive revenue in a challenging market.

One of their notable publishing successes includes the mobile version of Call of Duty®: Mobile in Africa. By focusing on distribution, localization, and monetization, Carry1st positioned itself as the go-to partner for international studios seeking growth in Africa.

Key Insight for Entrepreneurs:

Pivoting based on market feedback and opportunities is essential. Sometimes the greatest success comes not from your original product but from the ecosystem you can build around it.

Growth Milestones: Funding and Partnerships

Carry1st’s growth has been accelerated by significant investments and strategic partnerships:

• Carry1st raised $6 million in funding.
• The company secured a $20 million Series A extension led by Andreessen Horowitz (a16z), marking one of the first major investments by the U.S.-based venture capital firm into African gaming.
• Partnerships with global industry leaders like Google, Makers Fund, and Riot Games have further strengthened Carry1st’s position in the market.

These partnerships provided more than just capital. They brought:

• Access to international expertise.
• Opportunities to collaborate on new projects.
• Enhanced credibility in the global gaming community.

Key Insight for Entrepreneurs:

Strategic funding isn’t just about the money. The right investors bring knowledge, networks, and long-term support that can accelerate business growth.

Innovation: Building a Full-Service Ecosystem

Carry1st’s innovation lies not just in the games it brings to market but in the ecosystem it has built around gaming in Africa:

• Carry1st Shop as a localized payments and e-commerce platform.
• Marketing services to help partners reach diverse African audiences.
• Customer support tuned to local languages and cultural nuances.

This ecosystem approach ensures that Carry1st is not just a publisher but a complete solution for gaming in Africa, addressing the entire value chain from distribution to payment to player engagement.

Key Insight for Entrepreneurs:

Building an ecosystem around your core offering creates defensibility and opens multiple revenue streams.

Lessons from Carry1st’s Journey

Entrepreneurs can take several key lessons from Carry1st’s rise:

1. Solve Local Problems: Tailor solutions to fit the market’s unique challenges.
2. Be Ready to Pivot: Flexibility in strategy can unlock bigger opportunities.
3. Form Strategic Partnerships: Leverage the expertise and reach of global players.
4. Focus on Infrastructure: Supporting services (like payments) can be as valuable as the core product.
5. Think Ecosystem, Not Just Product: Owning the full customer journey creates lasting value.

Conclusion

Carry1st’s journey from a startup in Cape Town to a leading name in African gaming is a powerful example of innovation, strategic thinking, and resilience. By addressing the infrastructural gaps in Africa’s digital economy, embracing strategic pivots, and forming global partnerships, Carry1st has carved out a leadership position in a rapidly growing market.

For entrepreneurs looking to build transformative businesses, Carry1st demonstrates that success comes from deeply understanding your market, solving real problems, and staying agile as opportunities evolve. In doing so, they haven’t just created a company—they’ve pioneered a new era for gaming on the African continent.