Under the leadership of founder and CEO David Natroshvili, Spribe has secured significant multiyear partnership agreements with global entertainment brands UFC and World Wrestling Entertainment. These partnerships represent a calculated move to strengthen the company’s Aviator game in African markets, reflecting the remarkable growth of digital gaming across the continent.
The collaborations are emerging during Africa’s digital transformation period, where mobile technologies are radically changing how entertainment reaches consumers. Spribe’s decision to collaborate with UFC and WWE demonstrates a concentrated effort to connect with Africa’s expanding digital audience. Market data from 2024 indicates Africa contributed 19.8% of new player growth for Aviator, with monthly active users increasing by 53.9% compared to the previous year.
“Africa is not just a market; it’s a movement,” David Natroshvili remarked. “Our partnerships with UFC and WWE reflect our commitment to delivering high-energy, culturally resonant entertainment that speaks directly to Africa’s young and connected audiences.”
Aviator’s African Ascendency
The Aviator game has achieved particular success in Africa through its distinctive combination of accessible gameplay and strategic decision-making. Players engage in a virtual scenario where timing is critical — they must secure their position before a plane’s journey ends on screen. This format has resonated strongly with African audiences, who typically value social interaction in their entertainment choices.
Natroshvili identified this cultural alignment: “African players gravitate toward experiences that combine strategy, collaboration, and thrill. Aviator provides all three, making it a natural fit for the continent’s vibrant digital ecosystem.”
The newly formed alliances will feature Aviator branding prominently during UFC’s globally televised events and WWE’s major productions. These visual placements are reinforced through targeted social media campaigns and premium hospitality experiences created specifically for African audiences. By utilizing the extensive and growing African followings of UFC and WWE, Spribe creates meaningful connections between digital gaming and mainstream entertainment.
Nicholas Smith, TKO’s vice president of global partnerships, explained the strategic value: “UFC and WWE are not just entertainment platforms; they are cultural phenomena. By integrating Aviator into their ecosystems, we’re bringing gaming into the cultural mainstream in Africa.”
Africa’s digital economy continues its swift development, supported by increasing smartphone penetration and a predominantly young population comfortable with technology. Throughout 2024, Aviator’s retention rates in African markets improved by 2.2%, while the average game interactions per player grew steadily at 9.8% year-over-year. These performance indicators suggest gaming will play an essential role in Africa’s broader digital advancement.
“Gaming is more than entertainment; it’s an engine for digital inclusion,” said Natroshvili. “In Africa, where connectivity is reshaping industries, Aviator stands as an example of how digital platforms can bring people together while creating new economic opportunities.”
Spribe has emphasized the importance of implementing responsible gaming practices that respect local cultural values and regulatory frameworks. Through collaborations with African partners, the company aims to establish an environment where gaming remains entertaining while prioritizing safety and inclusivity.
“Our vision goes beyond gaming,” added Natroshvili. “We’re building platforms that contribute to communities, create social connections, and drive economic growth.”
Spribe Delivers Memorable Experiences
December 2024 saw global Aviator wagers surpass $14 billion, with African markets contributing meaningfully to this achievement. While financial results are vital, Spribe also evaluates success through its ability to connect with players and deliver memorable experiences. The company expects the UFC and WWE connection to enhance Aviator’s cultural relevance across Africa, introducing innovative ways for players to engage with the game.
Under Natroshvili’s direction, Spribe has developed into a prominent software development company specializing in advanced gaming solutions for the interactive entertainment industry. With its flagship Aviator game leading the way, Spribe has achieved remarkable international growth. The company now maintains operations in more than 60 countries worldwide, serves 42 million monthly active users, and has established itself as a major force in the global iGaming sector.