Gaming firm targets student market in Africa with new campus program

PUBG Mobile has launched a Campus Ambassador Program in Kenya and Nigeria, marking a push to capture Africa’s student market as the global gaming giant rolls out its Version 4.0 update.

The initiative allows university students to organize on-campus tournaments, promote the game through content creation, and earn up to $500 a month. PUBG is also inviting students to design maps and items for possible inclusion in-game, linking entertainment with digital skills and side incomes.

The move comes as mobile gaming companies look to lock in Africa’s young, tech-savvy audience. With rising smartphone use and cheaper data, students represent one of the fastest-growing segments of the gaming market.

The Version 4.0 update introduces new features such as the haunted Wraithmoor Mansion map, the Predator-versus-Survivor UNFAIL mode, and an upgraded World of Wonder creator platform. Classic Mode has been enhanced with improved weapon handling and the addition of the Mortar.

Africa-specific content has also been introduced, including a Zulu-inspired avatar, a Nigeria Independence Day frame, and a Kenyan bead space gift. PUBG says the features allow players to showcase cultural identity while gaming.

Technical improvements include a new “Super Smooth” graphics mode offering up to 60fps, reduced lag, cooler device temperatures, and faster download speeds.

PUBG’s push underlines how global publishers are tailoring products to Africa, where mobile gaming is emerging as both a form of entertainment and a platform for digital entrepreneurship.