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Carry1st’s Guillaume Noé: "Esports is to gaming what Formula 1 is to the car industry"

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Carry1st’s Guillaume Noé: "Esports is to gaming what Formula 1 is to the car industry"

South Africa-based Carry1st has spent the past 12 to 18 months focusing more on payments, online stores and helping other companies sell games and in-game items across Africa and the Middle East.

Ahead of Pocket Gamer Connects Jordan on November 7th and 8th, we caught up with Carry1st VP of growth Guillaume Noé to discuss the company's commercial focus, how Africa’s gaming market has changed and why the region’s revenue growth is now outpacing player growth.

PocketGamer.biz: Carry1st has felt noticeably quieter publicly over the past year. Has there been a shift in how the company operates? If so, what have you been up to? 

Guillaume Noé: We’ve refocused the company on our commerce platform: Carry1st Shop, our storefront, Pay1st, our proprietary payment gateway, and Flow1st, our new API solution that allows any digital consumer platform to sell in-game items and currencies directly to their users. 

Distribution in particular has ramped up strongly. We now have new partners in Africa and beyond selling games they procure through the Flow1st API. 

When we last spoke in 2024, Carry1st said it was only scratching the surface of Africa’s potential. Two years on, what has surprised you most about the market, and what assumptions about African gamers have you had to change? 

The market dynamics are still very strong. It’s a combination of demographic growth, increased smartphone penetration with higher specs and better access to online payments. That’s why Africa is the fastest-growing gaming market.

We’ve expanded our scope to combine Africa and the Middle East, reflecting the deep player similarities between North Africa, a region we’ve served since day one, and key GCC markets.


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