Expanding into New Markets
After making significant efforts to increase its presence in Asia, including China, South Korea, and India, Sony has turned its attention to Africa. According to CNBC, the tech giant has made an undisclosed investment in Carry1st, a studio based in Cape Town, South Africa.
Sony’s Strategic Investment
In a conversation with CNBC, Carry1st CEO and co-founder Cordel Robbin-Coker explained that Sony’s investment in the studio is in its early stages and is viewed as a strategic move to tap into the emerging video game market. Robbin-Coker emphasized that Africa is ripe with potential for growth, citing the example of gamers in countries like Nigeria, Morocco, and Algeria who are already purchasing consoles through unofficial channels. He expressed the studio’s desire to support Sony in expanding the PlayStation’s reach in the region and providing assistance in various capacities.
Carry1st’s Current Endeavors
Carry1st is already working with industry giants like Activision and Riot Games, playing a role in bringing popular titles such as Call of Duty: Mobile and Valorant to the African market. The studio is also focused on developing original games and has confidence in its future plans.