Ayoba crosses 30 million monthly active users

Developed in partnership between digital company Simfy Africa and telco MTN, Ayoba also offers users free access to music, daily news updates and other content. It is available for download everywhere, with users on MTN networks in certain territories enjoying complimentary daily data to access it.

According to MTN, the feat is a testament to the app’s growing popularity, particularly in focus territories such as Nigeria, Ghana and Côte d’Ivoire. The platform has also expanded into new markets, including Kenya and Tanzania, and is on track to achieving 100 million MAUs by 2025, in line with MTN’s Ambition 2025 strategy.

“Ayoba’s growth reflects our commitment to delivering valuable, user-focused services,” MTN group chief operating officer Jens Schulte-Bockum said. “This achievement is a significant step in our ongoing journey to deepen connectivity and digital inclusion across Africa and signifies the trust and reliance users have placed in Ayoba as a platform that enriches their daily lives. It also serves as a catalyst for further innovation as we continue to enhance the app’s features to meet the diverse needs of our growing user base.”

Ayoba’s focus in 2023 was on enhancing its communication and content features. As a result, music streaming, messaging, and overall user retention have increased significantly. Over 200 million cards have been viewed in the channels vertical this year alone, focusing on news, sports and comedy.

The platform, which hosts Music In Africa’s English and French channels as well as its microapp, recently announced its first commissioned video drama series, Nite Nite, produced in Ghana, and its inaugural African games, produced by Usiku Games in Kenya.

Ayoba CEO Burak Akinci said: “Our plan for the year is rolling out strongly. We are incredibly grateful for the trust and engagement from our growing community of users. Our strategic execution this year has been laser-focused on what matters most to them. The positive market response validates our approach to offer user-centric features and localised content. As we look ahead, our immediate focus is on an enhanced gaming experience set to pilot in South Africa. This is part of our broader vision to make Ayoba an integral part of daily life across the continent.”

Ayoba says the introduction of the new ‘Explore’ landing page marks a significant advancement for the Android version of the app. The page is live across all key markets, streamlining content discovery and user access to relevant and trending content.

The platform continues to advance its integrated ecosystem development approach based on MicroApps, in line with its commitment to sustainable long-term impact.

Ayoba SME Accelerator, a key initiative in Nigeria, was launched this quarter. Designed specifically to digitise, empower, and accelerate small businesses’ growth, the programme seeks to foster innovation, enhance competitiveness, drive growth, and create sustainable employment.

Additionally, Ayoba’s e-Track Portfolio, managed at the University of Cape Town’s Solution Space, has seen significant success. An additional 15 high-impact start-ups have been added to the programme, which is a two-phase initiative designed to accelerate and build the capacity of entrepreneurs in South Africa and globally.

In May, Ayoba hosted its first continent-wide gaming hackathon to promote innovation and creativity. Over 100 people took part in the event, where the top three teams were selected. Ayoba will soon feature their games on the app, expanding its game selection.