Maliyo Games

Company History and Founding

Maliyo Games was founded in 2012 by Hugo Obi in Lagos, Nigeria, with the mission of creating mobile games that authentically represent African culture and stories. The studio began as a small operation and has grown into a recognised pan-African game developer, releasing over 40 titles to date. Early games focused on local themes, such as the urban property simulation Safari City and a culturally themed adaptation of the classic board game Crazy Ludo. These titles helped establish Maliyo’s reputation for culturally resonant, free-to-play mobile games.

Business Model

Maliyo operates a free-to-play model with monetisation primarily through in-game advertisements. The company also generates revenue from game development services for external clients, as evidenced by its client and partner list. This dual revenue stream – ad-supported games and service work – allows the studio to sustain operations despite the limited availability of government funding for African game studios (only 3% receive any). The studio has not publicly disclosed funding rounds or revenue figures, but its selection for the 2024 Scale Up by Endeavour programme, with support from AWS, indicates institutional backing.

Products and Platforms

Maliyo’s key titles include Safari City, a property-development simulation set in an African-inspired city; Crazy Ludo, a social multiplayer Ludo game with African visuals; and Disney Iwájú Rising Chef, a cooking simulation developed in collaboration with Disney Games, tied to the Iwájú animated series. The partnership with Disney underscores Maliyo’s ability to work with global IP while maintaining local authenticity. All games are primarily distributed on Android, reflecting the continent’s market composition.

Ecosystem and Talent Development

A distinguishing feature of Maliyo is its ecosystem approach. Through GameUp Africa, a free pan-African training programme, the studio tackles the talent pipeline gap by educating aspiring developers in art, design, programming, and production. The programme has reached over 6,000 participants from more than 20 countries and has become a key recruitment channel, with about 90% of Maliyo’s own team being alumni. Additionally, Maliyo publishes the annual Africa Games Industry Report, providing market data and insights to help other developers and investors navigate the continent. In 2025, the company launched MaliyoCON, billed as Africa’s first developer-led mobile games conference, held in Lagos.

Market Position and Challenges

Maliyo positions itself as a leader in authentic African mobile gaming, with a growing community of players across the continent and diaspora. The studio’s growth strategy focuses on scaling its user base to reach 1 million monthly active users for a single title, then expanding to its long-term goal of 500 million players by 2030. Key challenges include limited access to government funding and the need to compete with globally dominant mobile games. However, Maliyo mitigates these through ad monetisation, service revenue, and strategic partnerships.

Recent Developments

In 2025, Maliyo Games announced the launch of MaliyoCON, reinforcing its role as an industry hub. The studio’s founder, Hugo Obi, was selected for the Endeavor Scale Up programme, providing mentorship and support. The company continues to expand its portfolio and training initiatives, aiming to build a sustainable ecosystem for African game development.