In a bold and unexpected move, South African pay-TV giant MultiChoice has entered the mobile gaming space, launching its first-ever game, Shaka iLembe: Match Challenge. The game is inspired by the popular South African television series Shaka iLembe, and marks the company’s first step into interactive entertainment.
The launch comes at a critical time for MultiChoice, which has been grappling with declining subscriber numbers and revenue pressures. By March 2025, the company reported a drop in earnings as inflation and economic strain across its operating markets forced many customers to cut back on non-essential expenses, including pay-TV subscriptions.
MultiChoice’s foray into gaming reflects a broader industry trend where media and streaming companies are leveraging their original content to build immersive digital ecosystems. By transforming beloved stories into interactive experiences, companies aim to deepen audience engagement and extend the lifespan of their intellectual property. Netflix, for instance, now releases more mobile games than King, the studio behind Candy Crush.
MultiChoice appears to be following a similar strategy. With a rich library of African narratives and a wide distribution network through DStv, GOtv, and Showmax, the company is well-positioned to test whether mobile games can enhance customer loyalty and drive cross-platform engagement. While the launch of Shaka iLembe: Match Challenge is modest, it signals the beginning of a broader push into gaming, with more titles expected to follow.
The game is now available to users in South Africa via the MyDStv app, offering a new layer of interactivity for fans of the Shaka iLembe series. This move is part of a larger effort by MultiChoice to innovate and retain users in an increasingly competitive and economically challenging streaming environment.
In Ghana, for example, regulators recently ordered MultiChoice to reduce DStv prices by 30% in response to the strengthening cedi. Meanwhile, in Kenya, the company is preparing to increase DStv prices from August 1, while simultaneously lowering Showmax subscription fees to appeal to cost-conscious, streaming-first audiences.
MultiChoice is evolving from a traditional broadcaster into a multi-platform entertainment company. By investing in mobile games, it aims to transform its original TV hits into interactive worlds, build stronger emotional connections with audiences, and remain relevant in a fast-changing digital landscape.
