The African digital gaming sector has received a significant boost as Spribe, the company behind the popular Aviator game, established key multi-year sponsorships with entertainment heavyweights UFC and World Wrestling Entertainment. These partnerships highlight the increasing prominence of digital gaming as one of Africa’s fastest-growing entertainment sectors.
The collaborations coincide with Africa’s digital advancement, where mobile technologies are transforming entertainment consumption across the continent. By aligning with UFC and WWE, Spribe positions itself to enhance its market presence during this transitional period. Statistical analysis from 2024 reveals that Africa generated 19.8% of new player acquisitions for Aviator, accompanied by a substantial 53.9% year-over-year increase in monthly active users.
David Natroshvili, Spribe’s founder and CEO, contextualized the significance: “Africa is not just a market; it’s a movement. Our partnerships with UFC and WWE reflect our commitment to delivering high-energy, culturally resonant entertainment that speaks directly to Africa’s young and connected audiences.”
Aviator’s Dedicated African Following
Aviator has cultivated a dedicated following in Africa through distinctive gameplay mechanics that balance simplicity with strategic elements. The game challenges players to decide the optimal moment to secure their results before a virtual plane completes its journey on screen. This format has gained traction in African markets, where community engagement represents a fundamental cultural value.
“African players gravitate toward experiences that combine strategy, collaboration, and thrill,” noted Natroshvili. “Aviator provides all three, making it a natural fit for the continent’s vibrant digital ecosystem.”
The collaboration agreements will feature prominent Aviator branding during globally broadcast UFC events and major WWE productions. These visual integrations are complemented by targeted social media initiatives and exclusive hospitality experiences explicitly created for African audiences. By leveraging the substantial and expanding African fanbases of both UFC and WWE, Spribe establishes meaningful connections between digital gaming and traditional sports entertainment.
Nicholas Smith, vice president of global partnerships for TKO, described the vision as follows: “UFC and WWE are not just entertainment platforms; they are cultural phenomena. By integrating Aviator into their ecosystems, we’re bringing gaming into the cultural mainstream in Africa.”
An Expanding Digital Economy
The African digital economy maintains its rapid expansion, driven by increased smartphone adoption and a predominantly young population comfortable with technology. Throughout 2024, Aviator experienced a 2.2% improvement in retention rates across African markets, while the average game interactions per player increased steadily by 9.8% year-over-year. These metrics indicate gaming’s potential to become a central component of Africa’s comprehensive digital transformation.
“Gaming is more than entertainment; it’s an engine for digital inclusion,” Natroshvili explained. “In Africa, where connectivity is reshaping industries, Aviator stands as an example of how digital platforms can bring people together while creating new economic opportunities.”
Spribe has prioritized the implementation of responsible gaming practices that align with local cultural expectations and regulatory requirements. Through collaborations with African partners, the company works to create an environment where gaming remains enjoyable while maintaining safety and inclusivity standards.
“Our vision goes beyond gaming,” added Natroshvili. “We’re building platforms that contribute to communities, create social connections, and drive economic growth.”
Aviator Flies High
In December 2024 alone, global wagers on Aviator exceeded $14 billion, with African markets playing a substantial role in achieving this milestone. While financial performance remains important, Spribe also measures success through player engagement quality and experience memorability. The company anticipates that the UFC and WWE affiliations will enhance Aviator’s cultural relevance throughout Africa, introducing innovative ways for players to interact with the game.
For the remainder of 2025, Spribe plans to introduce specialized campaigns designed specifically for African audiences. These initiatives will include co-branded social media content and exclusive in-game features, with the dual purpose of strengthening relationships with existing players and identifying expansion opportunities in additional African markets.
Since its inception, Spribe has grown into a leading software development company focused on creating advanced gaming solutions for the digital entertainment sector. With its flagship Aviator game serving as the primary growth driver, Spribe has achieved remarkable international expansion. The company currently maintains operations in more than 60 countries, serves approximately 42 million monthly active users, and has secured a prominent position in the global iGaming industry.
