Can Video Games Be a Gamechanger for MultiChoice?

South African pay-TV giant MultiChoice has launched its first mobile game, Shaka iLembe: Match Challenge, marking a move into the gaming space as it seeks new ways to hold onto viewers amid declining subscriptions and rising operational pressure across Africa.

The new game, based on the popular South African TV series Shaka iLembe, is available through the MyDStv app in South Africa. It signals MultiChoice’s broader foray into mobile gaming, an industry it hopes can breathe fresh life into its media ecosystem, which includes DStv, GOtv, and Showmax.

The decision comes at a turbulent time for the company. Since March 2025, MultiChoice’s revenues have been on the decline, hit hard by inflation across its key markets and subscribers’ shifting spending priorities. In an era of tightening wallets, many users are opting for cheaper streaming alternatives or cutting back altogether, especially where MultiChoice’s pricing has been seen as increasingly out of touch with local economic realities.

MultiChoice’s entry into gaming mirrors a wider global trend: entertainment companies are transforming original content into interactive experiences to deepen user engagement. Netflix, for instance, now publishes more mobile games than King, the creator of Candy Crush.

With its rich portfolio of African stories and strong distribution channels, MultiChoice appears to be following this “story-world expansion” model. If successful, it could use mobile gaming not only to retain subscribers but to build multi-platform loyalty. The company has already hinted at plans to release several new games in the coming months.

The gaming push is more than a novelty; it’s a response to urgent challenges. Regulators in Ghana recently ordered MultiChoice to slash DStv prices by 30% to reflect the strengthening cedi. Meanwhile, in Kenya, the company will increase DStv prices from August 1 but lower Showmax fees in a bid to capture the mobile-first, streaming-savvy demographic.

These pricing swings reflect a broader struggle: how to remain profitable while keeping audiences engaged in an increasingly fragmented digital market.

MultiChoice’s gaming move may help it reclaim ground among younger, mobile-first consumers who are less interested in traditional TV schedules. Blending entertainment and interactivity, the company could establish new habits that tether users more tightly to its platforms.

However, success is far from guaranteed. The African gaming market is still nascent, and MultiChoice lacks the experience of global gaming giants. Its ability to scale game development and compete with established platforms will be tested in the coming months.

Still, the move signals a clear evolution: from a traditional pay-TV provider to an interactive entertainment platform. For MultiChoice, turning beloved African stories into playable experiences could be a much-needed lifeline and a bold step into the future of content.