NIGERIA – Hatixa, an IT and media solutions company, has entered into a joint venture with United Kingdom (UK) firm BrandMobile to launch BrandMobile Africa, with the goal of creating a scalable ad-tech product built on gamification principles across the continent of Africa.

Founded by Toby Nwanede and Habeeb Aremu in 2017, Hatixa initially focused on media productions before developing a product called PEEP, that would programmatically deliver content to consumer lockscreens each time they tried to unlock or power up their devices.

“Ultimately, it was a beautiful concept with lots of in-app engagement but driving acquisition while trying to convince brands to provide content proved to be a chicken and egg palaver,” Nwanede said.

“We met BrandMobile around 2018 through a friend and in late 2019, after some gruelling and quite testing months, we struck up a partnership conversation.”

“Our goal is to reach millions of audiences, connecting them closer with their brands, whilst enabling brands to facilitate conversion across all marketing metrics.”

Toby Nwanede – Co Founder, Hatixa

Ad-tech company BrandMobile was launched in Denmark in 2006 by Brian Larsen, before being sold to iLoop in the United States (US). According to Afrikan Hereos, when iLoop closed in 2017, Larsen repurchased the rights to BrandMobile, and launched it in the UK and Denmark.

The new BrandMobile decided to rethink its concept, basing it around gamification to increase response rates and return rates, and saw a great response upon its launch in 2018.

“Our goal is to reach millions of audiences, connecting them closer with their brands, whilst enabling brands to facilitate conversion across all marketing metrics,” said Nwanede.

“We are on a mission to prove our belief that gamification is the single most important mechanism for driving productivity, performance and consumer behaviour. Along the way, we are committed to creating the most intuitive consumer database in Africa.”

Larsen sold the Scandinavian company in 2019 and has now partnered with Hatixa to see if the concept would work in Africa. BrandMobile Africa came into existence via a joint venture signed in January of this year, with Hatixa ceasing to exist as an entity other than to hold Nwanede and Aremu’s shares in the new joint venture.

The new company says it has developed an innovative gamification ecosystem to boost brands, products and business.

BrandMobile Africa exists to help Nigerian companies with customer onboarding and conversion, customer retention and loyalty, and data collection and optimisation.

“Engaging customers using digital channels such as social media allows for a wide range of awareness, but little conversion. By implementing gamification techniques and incentives, we are able to ensure customer participation and conversion both online and offline,” Nwanede said.

“Our SaaS platform, Proxima, gives clients the opportunity to control their marketing ROI, with real-time campaign analytics and reports, and ability to deploy powerful game mechanics. We literally turn awareness into measurable conversion.”

Self-funded through revenue generated from outsourcing its services, BrandMobile has decided to continue without external investment for the foreseeable future.

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