E-commerce giant Jumia has announced that Jumia Games, its competitively priced entertainment category on the JumiaPay App, has gone live in five African countries across North, East and West Africa.

Subscription to Jumia Games gives customers unlimited access to all games with prices starting from €1.5 per month.

In a statement, Jumia said users of its JumiaPay app in Egypt, Nigeria, Morocco, Kenya and Ghana can now enjoy competitively priced entertainment. It added that the service will also be expanded to Tunisia and Côte d’Ivoire “over the next few months”.

Jumia’s venture into entertainment, especially games, stemmed from its partnership with Mondia, a technology company specialising in the marketing and distribution of digital content.

“With the subscription-based service, JumiaPay consumers will have full access to Jumia Games with thousands of high quality games such as CR7, Ben10, Tom and Jerry and Cartoon Network games,” Jumia stated.

Speaking on the partnership, Dr Amadeo Rahmann, CEO of Mondia, noted that the gaming industry is expected to grow at a compound annual growth rate of 12% until 2025.

With Africa home to over 200 million people below the age of 35, Rahmann said the continent has tremendous potential in the mobile gaming segment.

“This deal with Jumia further reinforces our reputation for delivering the best and latest digital entertainment to consumers. Our extensive expertise in the digital space puts us in a unique position to help brands transform their online customer experience and thereby help with customer retention and acquiring new customers,” Rahmann said.

Describing Jumia’s venture into games, Sami Louali, EVP Financial Services at Jumia Group said with the launch of Jumia Games, the group providing consumers with “an exciting digital gaming and entertainment experience”.

“With the help of our partner, Mondia, consumers can enjoy entertainment services through our JumiaPay App in addition to other digital and financial services,” Louali said.