One of the world’s most popular mobile games, PUBG Mobile, has unveiled a major expansion strategy for Africa, rolling out local servers and culturally themed in-game content aimed at enhancing player experience and celebrating African identity.
A fan playing a PUBG video game on a mobile phone. [Courtesy]
Branded “For Africa, By Africa”, the expansion marks the game’s most significant investment in the continent to date. This initiative includes the launch of dedicated servers in Nigeria and South Africa—an effort PUBG says will reduce latency and provide smoother, more competitive gameplay for millions of users across Africa.
“Stable, smooth gameplay is critical for competitive players,” said Brian Gu, head of PUBG Mobile Africa. “With our new Server Node Selection feature, African gamers can now choose to compete locally or globally with just one tap.”
Celebrating African Culture In-Game
As part of the cultural integration push, PUBG Mobile introduced a Maasai-inspired outfit, designed with bold colors and patterns rooted in East African tradition. This outfit not only adds a unique flair to the game but also fosters a deeper connection between players and their cultural heritage.
The game also features an “Afro Frenzy” emote, based on the viral Mapangale dance, which gained traction across TikTok and other social media platforms, encouraging players to engage with the game in a manner that reflects their local culture.
More culturally relevant content is on the way, including a digital version of Mancala, the traditional African board game celebrated for its strategic gameplay and cultural significance. This initiative aims to enrich the gaming experience while paying homage to African history and creativity.
“These features go beyond aesthetics. They represent our respect for African culture and the creativity of our player base,” underscored Gu.
Tournaments, Dance Challenges, and Giveaways
To further engage local players, PUBG Mobile is rolling out several region-wide activities this season. Key among them is the Africa Cup Tournament, where national teams will compete ahead of the grand finals set for September 13–14. This tournament not only showcases local talent but also builds a sense of unity and excitement among fans.
In August, the platform will partner with TikTok to host the TikTok x PUBG Mobile dance challenge, inviting players to showcase their dance skills for weekly prizes. This highlights PUBG’s commitment to intertwining gaming with wider social media trends, appealing to a younger audience enthusiastic about both gaming and dance.
Additionally, the Airdrop Festival Carnival will offer giveaways, including Infinix smartphones and Oraimo accessories. These initiatives are designed to enhance community participation and build loyalty among players.
According to the developers, many of the updates were informed by direct player feedback—especially requests for improved gameplay responsiveness and more authentic African representation. This emphasis on player voices showcases a shift towards a more community-driven approach in game development.
“This isn’t just an update—it’s a co-creation,” Gu emphasized. “African players have shaped this game’s future. And this is only the beginning.” The focus on collaboration signals a promising direction for the gaming landscape in Africa.
With its new infrastructure and player-first approach, PUBG MOBILE becomes one of the first global mobile games to establish a strong server and content presence in Africa. This not only enhances the gaming experience for current players but also underscores the continent’s rising significance in the global gaming landscape.