Nollywood’s elevator pitch + Gamr’s new esports hub in Lagos

How to pitch Nollywood to investors and other lessons from Communiqué IRL + a peek into the University of Lagos’ new esports training center.

Mar 28, 2025

Presented by Gitex Africa

Hello there!

Communiqué has now crossed 45,000 total subscribers. This means a lot to us, because it proves that you care about the work we do. But it also means that we must remain committed to delivering the quality you’ve come to expect from us. We appreciate you and will continue to match your high standards.

In today’s Digest, we discuss

Lessons and insights from Communiqué IRL on the Nigerian film industry’s relationship with streaming platforms
Gamr Studios’ new gaming lab at the University of Lagos

Center Spread 🗞️

What we learnt at Communiqué IRL

On March 14, 2025, Communiqué hosted its first-ever Communiqué IRL (Communiqué In Real Life), a networking event and conversation series in partnership with Filmmakers Mart and Rollpay and supported by the British Council and WiiCreate.

This unique format was conceived to create a space where members of our community and other members of the creative sector could discuss our stories with each other, exchange new ideas, and deepen industry relationships.

This edition focused on Nollywood, so the attendees were mostly filmmakers, actors, producers, directors, storytellers, and other creative professionals interested in the space.

A call for high-quality, globally competitive content

The main highlight of the event was a fireside chat with Chris Odeh, CEO & Senior Producer at Sozo Films. The discussion centered on Nollywood’s evolving relationship with streaming platforms and their influence on storytelling, distribution, and revenue models.

Odeh underscored the urgent need for high-quality, culturally rich content that can compete globally. He compared Nollywood’s current content strategy to Nigeria’s crude oil exports:

“We’re used to this in Nigeria. We take crude from the ground, ship it abroad for refinement, and then buy it back. But in the creative world, you cannot do that. You mine and refine before you send it out because the value is in the refined product, not in the crude. You can’t just think of a story and send it out.”

He emphasized that Nigerian content must be original, well-crafted, and speak a language that resonates globally, rather than simply repackaging content for the diaspora and labeling it an "export."

How to achieve sustainability in Nollywood

Beyond content quality, Odeh highlighted the importance of strong business models to ensure sustainable revenue in Nollywood. He encouraged creatives to shift from competition to collaboration, engaging in different parts of the industry’s value chain rather than solely focusing on independent productions.

He also challenged filmmakers to redefine how they measure a film’s value. Instead of focusing solely on production costs, they should assess a film's overall impact and explore sponsorships beyond traditional financing.

Odeh emphasized that establishing a strong indigenous distribution system is integral to the industry’s long-term success. He, however, acknowledged that the funding required for such an undertaking is substantial and may not be readily available. While it may not come all at once, he noted that securing it is possible if the right structures are in place to sustain the distribution networks.

What’s next for Communiqué IRL?

Communiqué IRL is set to return next quarter, but this time in a different African city—expanding its focus to another crucial facet of Africa’s creative economy. Stay tuned, as details will be announced soon.

Gamr adds more horsepower to Nigeria’s esports engine

Gamr Studios has launched Gamr Lab, Nigeria’s first video game development and esports training hub, at the University of Lagos (UNILAG). The studio will equip young Nigerians with the digital skills they need to thrive in the global gaming industry while positioning Nigeria—and West Africa—as a major player.

The project is a collaborative effort between Gamr Studios, the French Embassy in Nigeria, UNILAG, and the Nigerian National Sports Commission. Notably, as part of its commitment, the French Embassy will sponsor 30 students in the lab’s next cohort starting in April 2025 under the Gamr Lab scholarship program.

Africa’s esports sector is growing fast, with South Africa leading the way due to its early investments in gaming infrastructure. Since the 1980s, the country has developed strong systems, leading to major milestones like the establishment of Carry1st, the continent's biggest gaming publisher.

Nigeria, however, is one of the three other markets alongside Egypt and Kenya with significant traction to compete. In fact, it is the fastest-growing market on the continent, according to KPMG. But unlike South Africa, which has a strong presence in game development and publishing, Nigeria’s growth has largely come through consumption or gameplay, not content or infrastructure development.

Initiatives like Gamr Lab will help grow the country's game development and publishing muscle.

Crunch Time 📈

Behind BellaNaija’s success

BellaNaija made a name for itself, following in the footsteps of publications like Vogue and Harper’s Bazaar, by building an empire around celebrity nuptials. It has reshaped the Nigerian landscape once dominated by soft-sell magazines like Ovation, City People, and Encomium, which catered to Nigerians' fascination with the lifestyles of the rich and famous.

What started nearly two decades ago as a platform to showcase Nigerian affluence to the world has evolved into a cultural touchstone. Our latest Communiqué essay tells the story of BellaNaija and how it became the king of Nigerian lifestyle media.

Curiosity Cabinet 🗄️

Our founder, David, sat down with NetInfluencer to discuss Communiqué’s mission and future.
Paystack, one of Africa’s most prominent fintechs, finally launched a consumer-facing product. But what followed was a social media controversy re-emphasizing why more people need to understand how brand names and trademarks work.
Still trying to make sense of the Spotify artist compensation debate? Billboard’s Glenn Peoples breaks down how location shapes the economics of music streaming.
Marie Lora-Mungai shares some harsh truths about Africa’s creative industry.
Here is an argument on why the people behind the camera matter just as much as those in front of it—and why that impacts the stories we see.
MTN Nigeria Media Innovation Fellowship: Applications are now open for the 2025 edition of this six-month fellowship for content creators and media practitioners. The deadline is April 7.

Challenge Yourself 🧐

Our previous challenge was a tough nut to crack. Every answer fell apart at the second word pair. The correct answers were:

Apparent and enterprises (many got this)
Robust and streaming (no one got this)

The paragraphs were pulled from our two-part series on How to Invest in Africa’s Creative Economy (Communiqué 49 and 50).

We’re switching things up this week with something simpler.

We promised to reveal the next location for Communiqué IRL soon, so here’s your challenge: Guess the two cities we’re heading to next!

This week’s prize is also simple: The winners get guaranteed seats.

Looking forward to your answers 😎.