# Making African Games a Household Staple Vetkoek Studios co-founder Eric Gardiner discusses the growth of African digital storytelling. - **Source:** [Moneyweb](https://www.moneyweb.co.za) - **Published:** 2026-11-05 - **Topic:** [entertainment](https://brifing.si/c/entertainment) - **Original article:** - **On Brifing:** https://brifing.si/s/026a2bfc-1337-4ec2-b0cd-312e69aa0d1a ## The Vision for African Gaming Eric Gardiner, co-founder of Vetkoek Studios, is actively working to transform the African gaming landscape. His primary goal involves making locally developed games a household staple across the continent. By focusing on accessible gaming experiences, he aims to bridge the gap between complex digital entertainment and everyday African consumer habits. ## Cultural Storytelling as Foundation A core pillar of the studio's philosophy is the integration of authentic African narratives into interactive media. Gardiner emphasizes that storytelling remains the most potent tool for engaging local audiences. By prioritizing cultural relevance, the studio seeks to differentiate its products from global titles that often lack specific regional context. ## Entrepreneurship in Emerging Markets Building a game studio within the African market presents unique challenges and opportunities for founders. Gardiner shares his personal journey of navigating these hurdles while maintaining a focus on sustainable growth. His experience highlights the necessity of balancing creative vision with the practical demands of running a startup in Africa. ## Accessibility and Market Reach The strategy at Vetkoek Studios centers on making games accessible to a broader demographic of players. This involves optimizing titles for various hardware constraints common in the region. By lowering the barrier to entry, the team hopes to foster a more inclusive gaming culture that welcomes both casual and dedicated players. ## The Role of Local Content Local content serves as a vital differentiator in an increasingly crowded global gaming market. Gardiner argues that African players are seeking digital experiences that reflect their own lives and environments. Providing this representation is not just a creative choice but a strategic business decision to capture the growing regional audience. ## Overcoming Industry Infrastructure Gaps Developing high-quality games requires overcoming significant infrastructure gaps, including limited access to high-speed internet and specialized hardware. Gardiner’s approach involves designing games that function effectively despite these technical limitations. This pragmatic design philosophy ensures that the studio can reach its target audience without relying on high-end, expensive gaming equipment. ## Future of African Digital Media The trajectory of African gaming is closely tied to the broader evolution of the continent's digital economy. As mobile penetration increases, the potential for local studios to scale their operations grows significantly. Gardiner remains optimistic about the future, viewing the current period as a foundational phase for long-term industry success. ## Strategic Impact of Local Studios Ultimately, the work of Vetkoek Studios contributes to a larger movement of digital sovereignty in Africa. By producing homegrown games, the studio helps build a sustainable ecosystem for local talent and developers. This shift is essential for ensuring that African stories are told by those who live them every day. ## Sources covering this story - https://www.moneyweb.co.za/moneyweb-radio/safm-market-update/making-african-games-a-household-staple/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._