Consumer engagement platform Havas Play launches in Africa

Global communications group Havas has launched Havas Play, its platform for connecting brands to fans, in Africa to drive business growth for brands on the continent.

Havas Play has expertise across sponsorships, partnerships, experiential, social, influencers, and branded content and currently has over 500 experts in more than 20 countries across the globe.

Havas Chief Operating Officer of New Core Business Renata Spackova said with the Africa launch, they seek to strengthen the company’s global footprint and unlock new opportunities for brands to engage with some of the most passionate fanbases in the world.

“This is more than growth—it’s about shaping the future of fandom on a global scale,” said Spackova.

Havas previously launched Havas Play across its major markets including Australia, France, the United Kingdom, the United States, India, Spain, Italy, China, Hong Kong, Germany, Singapore, and LATAM.

The network boasts activations for storied brands including Alpine, Jameson, Total Wireless, Puma, Narcotics Anonymous, L’Enfant Blue, and Harman Gaming.

Provit Chemmani, CEO of Havas Africa, added: “With Havas Play, we are not just launching a service; we are igniting a cultural revolution where brands don’t just advertise, they become part of the fabric of music, sports, and gaming.”

Africa has deep-rooted music, sports, and gaming communities, which make the continent a lucrative market for investment in areas of consumer passion.

The Africa Entertainment and Media Outlook 2024-2028 report by PricewaterhouseCoopers (PwC) projects entertainment and media (E&M) revenue in South Africa, Kenya, and Nigeria will surpass the average 3.9 per cent compound annual growth rate forecasted globally.

Between 2023 and 2028, Kenya's E&M revenue is projected to increase from $3.8 billion to $4.8 billion; South Africa's from $16.1 billion to $19.8 billion and Nigeria's from $9.0 billion to $13.6 billion.