According to PricewaterhouseCoopers' Africa Entertainment and Media Outlook 2024 - 2028 report, entertainment and media (E&M) revenue in South Africa, Kenya and Nigeria is expected to surpass the average 3.9% compound annual growth rate forecasted globally, Havas says.

Between 2023 and 2028, South Africa's E&M revenue is projected to increase from USD$16.1-billion to USD$19.8-billion, Nigeria's from USD$9.0-billion to USD$13.6-billion, and Kenya's from USD$3.8-billion to USD$4.8-billion. This growth highlights Africa's deep-rooted music, sports and gaming communities, which makes Africa a key market for investment in areas of consumer passion, Havas adds.

Havas says that, at Havas Play, it doesn't just create campaigns — it ignites passion points and builds communities where brands and fans connect in meaningful ways.

"Africa is a powerhouse of culture, creativity and untapped potential, and its influence on the global entertainment and sports economy is undeniable. By expanding Havas Play into Africa, we are strengthening our global footprint and unlocking new opportunities for brands to engage with some of the most passionate fanbases in the world. This is more than growth — it's about shaping the future of fandom on a global scale," says Renata Spackova, Chief Operating Officer of New Core Business at Havas.

Having launched across Havas' major markets including Australia, France, the United Kingdom, the United States, India, Spain, Italy, China, Hong Kong, Germany, Singapore and LATAM, Havas Play has driven impactful activations for storied brands including Alpine, Jameson, Total Wireless, Puma, Narcotics Anonymous, L'Enfant Blue and HARMAN Gaming. Now, Havas Play extends its bespoke capabilities into Africa, Havas says.

"Africa's strong, vibrant and diverse cultures are deeply rooted in entertainment, whether it be sports, music, or gaming. This is part of our people. We believe that Havas Play has the potential to help brands become cultural players and form meaningful connections in a fragmented media landscape, contributing to a culture of co-creation. Brands cannot exist without the people – therefore, culture needs to be taken seriously to ensure they connect with superfans," says Carel Scheepers, Head of New Core Business at Havas Africa.

Provit Chemmani CEO of Havas Africa, says, "Africa is not just a market; it is a movement — driven by passion, creativity and an unstoppable energy for entertainment. With Havas Play, we are not just launching a service; we are igniting a cultural revolution where brands don't just advertise, they become part of the fabric of music, sports, and gaming. This is our moment to shape the future of fan engagement and put Africa at the forefront of the global entertainment economy."

Havas Play launched on Monday, 17 February. Havas says that it builds a meaningful offering for existing and new clients by harnessing the power of African people's passion for sport, music and technology.

For more information, visit www.za.havas.com. You can also follow Havas on Facebook, X, or on Instagram.  

*Image courtesy of contributor