Havas launches ‘Play’ to tap into Africa’s growing entertainment market

Havas Africa has launched of ‘Havas Play,’ a global network specialising in sponsorships, partnerships, experiential, social, influencers, and branded content.

This expansion strengthens Havas Play’s global footprint, which comprises over 500 experts in more than 20 countries worldwide.

According to PricewaterhouseCoopers’ Africa Entertainment and Media Outlook 2024-2028 report, entertainment and media revenue in South Africa, Kenya, and Nigeria is expected to exceed the global compound annual growth rate of 3.9 per cent.

By 2028, South Africa’s revenue is projected to reach US$19.8 billion, Nigeria’s US$13.6 billion, and Kenya’s US$4.8 billion. This growth highlights Africa’s significant entertainment and media market.

In a statement, yesterday, Chief Operating Officer of Diversified Services at Havas, Renata Spackova stated that Havas Play aims to leverage this trend by developing strategic campaigns that connect brands with their target audiences.

“The expansion of Havas Play into Africa reinforces our commitment to providing innovative solutions for our clients. We are confident that our expertise will contribute to the growth of the African entertainment and media market.”

Head of Diversified Services at Havas Africa, Carel Scheepers, added that Havas Play’s launch in Africa demonstrates the company’s dedication to delivering tailored services that meet the unique needs of it’s clients in Africa.

“Africa’s strong, vibrant, and diverse cultures are deeply rooted in entertainment, whether it be sports, music, or gaming. This is part of our people. We believe that Havas Play has the potential to help brands become cultural players and form meaningful connections in a fragmented media landscape, contributing to a culture of co-creation. Brands cannot exist without the people – therefore, culture needs to be taken seriously to ensure they connect with superfans.”

CEO of Havas Africa, Provit Chemmani said, “Africa is not just a market; it is a movement—driven by passion, creativity, and an unstoppable energy for entertainment. 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. This is our moment to shape the future of fan engagement and put Africa at the forefront of the global entertainment economy.”