Cultural authenticity is at the core of our design process

The Dubai Game Expo Summit powered by Pocket Gamer Connects returns on May 7th to 8th 2024, offering a chance to gain insights into the world’s fastest-growing games market, MENA.

In an exclusive interview with Chroma Pixel Games CEO and founder Edwin Kapesa, we explore the growth of one of Africa’s fastest-growing game development studios. The developer is known for creating games that celebrate the diversity of African cultures and is gearing up for the release of IMPANGA, an action-adventure title. 

Beyond their flagship projects, Kapesa discusses the company’s shift away from traditional storefronts, game-based learning programmes and their efforts to foster local talent across Africa.

PocketGamer.biz: Could you tell us a bit about Chroma Pixel Games and what you’re up to right now?

Edwin Kapesa: Chroma Pixel Games is one of Africa’s fastest-growing game development studios, committed to creating games that reflect the rich diversity of African cultures. We’re currently finalising our action-adventure game, IMPANGA, which we’re very excited about. 

Also, we’re deeply involved in game-based learning programmes across Zambia and neighboring countries like Congo, Tanzania, Botswana, and Zimbabwe. These programmes train youth in game tech, including graphics and node-based programming, empowering them with the skills to build games using platforms like Unreal Engine.

Our studio has also developed a prototype software called Brail Bytes, backed by Nvidia technology. This tool is designed to assist visually impaired users in learning to code, promoting inclusivity in tech. This initiative aligns with our partnership with Sistah Sistah, an organisation focused on empowering young girls and visually impaired individuals. We’ve also integrated this effort into Little Coders Art Studio, another educational platform we’ve developed.

How many staff do you currently employ, and what are you doing to foster collaboration and recruit local talents?

We currently have over 20 employees and 17 interns from various African countries, including Zambia, Nigeria, and beyond. In collaboration with Gamr Studios from Nigeria, we’ve recruited nine developers and designers from Zambia, and we’re in the process of building a hub to bring all our developers, including those outside Zambia, together on-site. This hub will enhance collaboration and innovation.

To foster talent, we’ve partnered with local and regional organizations and launched initiatives to train youth in game technology. Our efforts emphasise creating opportunities for women and marginalised groups in tech.

Has there been a shift in how the studio operates? Your games are currently unavailable on storefronts. If there have been changes, why?

Yes, there has been a significant shift in our strategy. We moved away from traditional storefronts due to challenges like international tax compliance and the distribution policies of some platforms. Instead, we’ve adopted a direct-to-consumer approach, focusing on African-specific marketplaces like GARA, Ayoba Games, and Xsolla Mall.

This shift allows us to tailor our monetisation strategies and payment systems, like the MTN API, to better serve local markets. While our games are currently off major storefronts, we plan to bring some back by December on platforms like PlayStation, Apple Store, and select embedded systems.

How do you prioritise resources between developing mobile games and your other projects like esports and the NFT store? And how have your games been received internationally outside Africa?

Our studio employs a master resource allocation model, dividing teams into departments such as mobile, console and PC, R&D, labs, esports, and edTech. Each team has specific priorities and goals.

Our games have reached players in 126 countries globally, with positive feedback from international audiences. Partnerships with companies like Xsolla and Yodo1 have helped us increase engagement outside Africa, and we aim to build on this momentum with new collaborations.

Talk to us about how you approach game design and ensure cultural authenticity while making the games accessible to a global audience.

Cultural authenticity is at the core of our design process. We work closely with local historians, artists, and cultural experts to ensure our narratives and visuals are true to African heritage.

To make our games globally accessible, we focus on universal storytelling elements and incorporate gameplay mechanics that appeal to diverse audiences, while still showcasing African aesthetics.

How does Chroma Pixel incorporate mixed reality and blockchain technologies into its games, and what unique experiences do you hope these innovations will provide for players?

We integrate mixed reality primarily in VR games, which we sell to local arcades and museums. Blockchain technology is being explored through platforms like Base, enabling secure, player-owned digital assets.

These innovations aim to create immersive experiences while promoting ownership and engagement among players.

You’ve partnered with Microsoft, AWS, and Xsolla. How did these partnerships come about? And how have they helped elevate your company?

Our partnerships stem from active participation in global gaming events and outreach. For example, we connected with Xsolla and AWS at Africa Games Week, and Microsoft for Startups responded positively to our direct outreach. These partnerships have provided us with tools, resources, and mentorship that have been instrumental in scaling our operations.

Why do you think the African games market is overlooked despite its growth potential?

The key lies in creating affordable, locally relevant games and integrating mobile-friendly payment systems like MTN’s API.

Many overlook this market due to misconceptions about its purchasing power, but Africa’s young population and increasing smartphone penetration make it a promising market.

What are your thoughts on emerging technologies such as AI, AR, and VR in games? And do you have plans to incorporate AI into your game development process?

AI, AR, and VR are shaping the future of games. We’re actively incorporating AI into our development process for procedural generation and NPC behaviour. AR and VR are used in specific projects, including museum-based VR games. These technologies allow us to push boundaries and create unique experiences.

In terms of funding and support for gaming studios in Africa, how do you think the African games market could attract more investment?

The funding landscape is challenging, with limited opportunities specifically for gaming. Many developers rely on fintech grants and cross-industry programmes. To attract more investment, the industry needs better visibility, government support, and showcasing of success stories to potential investors.

What are your plans for 2025? Will you be exploring new platforms? And are there any specific initiatives or projects on the horizon that we should look forward to?

By next year we aim to expand our physical studio space and launch several new games, including Toys All Race, IMPANGA, Drums of Nyoka, Saharan Sands , Ta Jama, Sterio Soccer and Trash to Toys.

We’ll also grow our presence on platforms like PlayStation, Apple Store, and Xsolla Mall. Additionally, we’re focusing on building new partnerships and enhancing support for our initiatives in EdTech and game-based learning.