Safaricom partners with PUBG MOBILE to empower Kenya's youth gamers

The promotion is available via USSD by dialing *544# or *555# and selecting the PUBG MOBILE bundle option, allowing for instant activation. The offer comes at a time when Kenya continues to lead the region in mobile internet adoption and youth-driven digital culture. While mobile gaming has seen rapid growth, sustained play—particularly for esports and online multiplayer titles—has often been constrained by the cost of data. By lowering the effective price per gigabyte, Safaricom and PUBG MOBILE are seeking to extend playtime, support community engagement, and encourage broader participation in the gaming ecosystem. Industry research across Africa has consistently shown that gaming communities scale fastest when access barriers are reduced and social interaction is encouraged. The new bundle is positioned to give players greater confidence to download updates, participate in scrimmages, stream tournaments, and stay connected with friends without worrying about exhausting their monthly data too quickly. The partnership also aligns with PUBG MOBILE’s wider esports expansion efforts. Global publisher KRAFTON has been growing the title’s competitive and social footprint, with upcoming international events such as the PUBG MOBILE Global Championship (PMGC), African representation at global tournaments, and offline fan engagements planned in Kenya.

Speaking on the collaboration, Brian Gu, Head of PUBG MOBILE Africa, said the goal is to deliver a premium gaming experience without premium data costs. “We want Kenyan youth to enjoy world-class PUBG MOBILE gameplay while keeping data affordable and accessible,” he noted. Safaricom echoed the sentiment, highlighting gaming as a key part of youth digital culture. “Gaming is how many young Kenyans connect, compete, and express themselves,” said Fawzia Ali Kimanthi, Chief Consumer Business Officer at Safaricom PLC. “When data becomes more affordable, participation increases—not just in gaming, but across the wider digital ecosystem.” The offer is expected to appeal to a broad range of users, including new players downloading the game for the first time, competitive esports enthusiasts who spend extended hours training and watching tournaments, casual players and content creators, and returning users looking for a cost-effective way to re-engage. The Safaricom–PUBG MOBILE data bundle is available nationwide to all Safaricom customers and will run until December 31, 2025. According to the companies, the promotion requires no contracts or hidden conditions, reinforcing a simple value proposition: pay less for data and play longer. PUBG MOBILE is the mobile adaptation of PUBG: BATTLEGROUNDS, the globally popular battle royale game that rose to prominence in 2017. The title is co-developed by LIGHTSPEED STUDIOS of Tencent Games and KRAFTON, Inc., and remains one of the world’s most played mobile games.