As the creative industry evolves, young people are increasingly driven to explore new work opportunities — not in place of, but rather alongside — formal qualifications. Interestingly, some of these new pathways are emerging from unexpected quarters.

That's where platforms like PUBG MOBILE come in. PUBG MOBILE — with over 1-billion downloads and more than 50-million daily active users globally — is one of the world's most popular mobile video games. It has taken deliberate steps to support and elevate young African creatives by creating access to professional briefs, paid work and international visibility — as they prepare to graduate and take their first steps into the industry. Rather than once-off engagements, PUBG MOBILE's initiatives are designed to give young creatives meaningful entry points into the creative economy at a critical stage in their careers.

One recent example is its collaboration with Academy of Digital Arts (ADA) through the Ptopia Design Project (PDP), a global design initiative that invites creators from around the world to contribute original work to the game’s ecosystem. This past year saw a team of young artists from ADA design a key visual, which was used to market and promote the most recent PDP competition that closed on 12 January, and which carried an African theme.

Working under a professional brief, the artists produced a detailed illustration inspired by African narratives and cultural references. Since its release, the locally-designed visual has generated more than 7.5-million impressions globally across in-game placements, digital platforms and social media, demonstrating commercial output with real reach. The participating artists — Chiedza Davies, Marisa Schulz, Pablo Elliott and Roelien van Jaarsveld — were credited, paid and publicly showcased, reinforcing the professional and economic value of the work.

Speaking to the importance of global platforms recognising African talent, Carla Kirsten, Concept Art Head of Department at the Western Cape-based Academy of Digital Arts (ADA), says, "Being associated with a platform of this size does more than look good in a portfolio; it places young artists in front of an international audience, offering exposure that would otherwise be difficult to access at the start of a career."

The PDP illustration tells a layered story about representation, culture and authorship. Drawing on the artists' own backgrounds and lived experiences, the work reflects specific African references rather than a generic or blended aesthetic. The result is an image that speaks to both local nuance and global audiences — a reminder that African stories are not monolithic, and that authenticity matters when those stories travel beyond the continent.

Paid Work, Not Just Creative Economy Rhetoric

Kirsten points out that young creatives in emerging markets are often asked to trade their skills for visibility, with some international brands offering exposure rather than paid opportunities. "But paid, real-world briefs — like those offered by PUBG MOBILE — are critical because they give students something tangible to point to. They've also set the bar high for other global players when working with African talent."

For Chiedza Davies, one of the artists involved, being selected for the project felt "surreal", "It was my first paid job and my first real client, so working on something as big as PUBG MOBILE was a 'pinch-me' moment. It was scary at first, but also incredibly validating — it made me realise that my skills were at a level where I could step into the industry."

Kirsten adds, "Doing paid work for the first time is daunting, but projects like these — where students still have the support of the institution — give them the necessary mentorship and experience that will help them successfully enter the workforce when the time comes."

Supporting a Strong African Creative Ecosystem

The ADA collaboration sits within a broader drive by the gaming giant to support the development of a sustainable African creative ecosystem. Initiatives such as the Africa Rising Designer programme see PUBG MOBILE partner with the continent's design institutes to identify promising up-and-coming artists and place them in creative studios, with payment for briefs delivered. 

Brian Gu, Head of PUBG MOBILE Africa, says, "Our focus is on creating real opportunities that help young African creatives successfully transition from the university or college into the industry, while ensuring African stories are represented globally with authenticity and respect."

For more information, visit www.pubgmobile.com. You can also follow PUBG MOBILE on Facebook, X, or on Instagram.

*Image courtesy of contributor