Nigeria: Spotify sees 135% spike in gaming playlists, backs $500m market forecast

According to the streaming giant, it has seamlessly integrated with the gaming world, allowing players to discover new music and curate personalised gaming playlists, particularly led by its Powered By Music playlist. 

Per Statista, Nigeria's video game market is set to grow at an annual rate of 8.36% (compound annual growth rate) from 2024 to 2027, reaching $654m by 2027. User numbers are expected to hit 78.7 million by then, with user penetration rising from 28.7% in 2024 to 32.1% in 2027. Download Games is the largest segment, projected to generate $246m in 2024. Globally, China will lead with $94.49bn in revenue. Nigeria's growth is fuelled by affordable smartphones and expanding internet access, with an average revenue per user of $7.86 in 2024.

“We’re your personalised gaming soundtrack,” Spotify’s head of music for sub-Saharan Africa, Phiona Okumu, said. “Our Powered By Music playlist offers a unique, curated experience tailored to gamers’ tastes. As Nigeria continues to lead in gaming innovation, we’re committed to supporting these communities with the ultimate soundtrack.”

Spotify pins Nigeria’s rapidly expanding gaming scene to increased accessibility, a thriving online community, and its growing economic importance. According to the company, Lagos, Abuja, Port Harcourt, Ibadan, and Benin City, which are “home to young, tech-savvy gamers”, are among local cities at the forefront of this movement. 

Tracks like ‘Space Cadet’ by Metro Boomin, ‘RAPSTAR’ by Polo G, and ‘Enemy’ by Imagine Dragons featuring JID are staples in Nigerian gaming playlists, alongside offerings from artists like Travis Scott, 21 Savage, and Drake.

The fusion of music and gaming is widely believed to present a unique opportunity to spotlight Nigerian talent, foster economic growth, and create immersive experiences for gamers across the country. Last month, songs by African pop acts Rema, Shallipopi, Omah Lay, and Obongjayar were included in the official soundtrack of EA SPORTS FC 25. Last year, Norway-based Kenyan group Matata’s ‘Not Today’ was featured on the official soundtrack of EA SPORTS FC 24, alongside ‘Mamgobhozi’ by Major Lazer and Major League DJz featuring Brenda Fassie and ‘Osama’ by Zakes Bantwini, Kasango, Bruno Be and Ralk.

In an August 2023 op-ed discussing the fusion of music and sport as entertainment formats, Spotify’s managing director for sub-Saharan Africa, Jocelyne Muhutu-Remy, noted: “By leveraging the connective power of both sport and music, we can not only create a platform for this young talent but also attract much-needed investment into our local sports and music industries which would help us to discover, nurture and develop the artists and athletes of the future.”

Meanwhile, earlier this month, Spotify announced the expansion of its music video service to Premium users in 85 additional markets, following its initial roll-out seven months ago in 11 markets, including Kenya. The expansion features a limited catalogue from artists like Fireboy DML, Charli XCX, LISA, and Anirudh Ravichander. According to Spotify, users who watch a music video after discovering a song are 34% more likely to stream it again the next week, and 24% more likely to save or share it.