African super app ayoba has achieved a significant milestone, surpassing 30 million monthly active users.
This milestone underscores the app’s growing popularity, particularly in key regions like Nigeria, Ghana, and Côte d’Ivoire.
Furthermore, ayoba has expanded its user base into new markets such as Kenya and Tanzania, accelerating its growth since crossing the 25 million MAU mark in May 2023.
Jens Schulte-Bockum, MTN Group Chief Operating Officer, emphasized ayoba’s commitment to delivering valuable user-focused services and deepening connectivity and digital inclusion across Africa.
He highlighted the trust and reliance users have placed in ayoba as a platform that enriches their daily lives and expressed the company’s dedication to further innovation to meet the diverse needs of its expanding user base.
In 2023, ayoba concentrated on enhancing communication and content features, leading to increased engagement in music streaming, messaging, and overall user retention. The introduction of Card Views in the channels vertical has been a notable success, with users viewing over 200 million cards this year alone, primarily focusing on news, sports, and comedy. Ayoba also announced its first commissioned video drama series, ‘Nite Nite,’ produced in Ghana, and its inaugural African games, produced by Usiku Games in Kenya.
CEO Burak Akinci expressed gratitude for the trust and engagement from the growing user community and emphasized the company’s commitment to providing user-centric features and localized content. Ayoba’s immediate focus is on enhancing the gaming experience, set to pilot in South Africa, aligning with the vision of making ayoba an integral part of daily life across the continent.
The new ‘Explore’ landing page introduced for the Android version of the app enhances content discovery and user access to relevant and trending content, streamlining the user experience across key markets.
Ayoba continues its commitment to sustainable long-term impact by advancing its integrated ecosystem development approach, including the ayoba SME Accelerator program in Nigeria, designed to digitize, empower, and accelerate small businesses. This initiative aims to foster innovation, enhance competitiveness, drive growth, and create sustainable employment opportunities.
Additionally, ayoba’s e-Track Portfolio, managed at the University of Cape Town’s Solution Space, has welcomed 15 high-impact startups, contributing to its mission of supporting entrepreneurship.
In May 2023, ayoba hosted a continent-wide Gaming Hackathon to promote innovation and creativity in game development tailored for an African audience. The event attracted numerous participants, with the top three teams set to feature their games on the app, expanding ayoba’s gaming portfolio.
As part of a partnership with MTN, ayoba is available on all networks, and users in certain participating regions enjoy complimentary daily data. With this momentum, ayoba is on track to achieve its goal of 100 million monthly active users by 2025, aligning with MTN’s Ambition 2025 strategy.