Safaricom PLC (NSE: SCOM), Kenya’s leading telecommunications provider, has introduced an innovative 90-day online gaming competition dubbed the ‘Wai Ndai’ Challenge. Running from November 16, 2024, to February 15, 2025, the initiative promises engaging gameplay, exciting rewards, and a platform for youthful fun and competition. With a daily cash prize pool of KES 500,000 and three brand-new Suzuki Altos as grand prizes, this challenge blends entertainment with lucrative opportunities for participants.
How It Works: Play, Compete, Win!
The ‘Wai Ndai’ Challenge offers customers a chance to test their gaming skills on puzzle, arcade, and action games. Players earn points by completing skill-based games, which determine their rank on a publicly accessible leaderboard.
To join the challenge, customers can:
- Visit Challenges Arena.
- Dial USSD *555#.
- Use the MySafaricom App for seamless access.
A daily subscription fee of KES 10 grants access to the gaming platform, where participants can compete for three daily cash vouchers:
- KES 3,000 for first place.
- KES 2,000 for second place.
- KES 1,000 for third place.
Every month during the competition, the top-ranked player will win a Suzuki Alto, adding a major incentive for consistent gameplay.
Safaricom’s Vision for Youth Engagement
According to Fawzia Ali, Chief Consumer Business Officer at Safaricom PLC, the ‘Wai Ndai’ Challenge underscores the company’s commitment to youth engagement and innovation:
“Through the ‘Wai Ndai’ Challenge, we aim to deliver an engaging gaming proposition that resonates with our youth customers, all while keeping them entertained on the go and offering them opportunities to win exciting rewards.”
This initiative reflects Safaricom’s strategy to diversify its offerings and cater to Kenya’s increasingly digital and youthful demographic.
A Dynamic Launch: Safaricom Hook Circle Praktiklz
The ‘Wai Ndai’ Challenge was unveiled at the Safaricom Hook Circle Praktiklz bootcamp, held at the Nakuru Athletics Club. This inaugural event brought together young people from across the country to interact with industry mentors in areas such as music, art, fashion, dance, and gaming.
The bootcamp provided a vibrant atmosphere of inspiration and learning, with participants gaining insights from professionals across creative industries. The bootcamp is part of a larger Safaricom Hook Circle initiative, aimed at connecting Kenyan youth to skill-building and mentorship opportunities.
Nationwide Activations
The ‘Wai Ndai’ Challenge will further engage communities through university, college, and hotspot activations, ensuring the campaign reaches a broad audience. By embedding the challenge into youth-centric spaces, Safaricom is not only creating excitement but also nurturing a sense of community and competition among its participants.
Supporting the ‘Sambaza Furaha’ Festive Campaign
The gaming challenge is part of Safaricom’s ‘Sambaza Furaha’ campaign, celebrating its 24th anniversary. Beyond gaming, the campaign includes community-focused activities such as:
- Grow with Safaricom business clinics, offering mentorship and training for SMEs.
- Free medical camps, providing health services to underserved communities.
- Customer delights and dealer engagements, fostering stronger connections with users and partners.
This multi-faceted campaign highlights Safaricom’s ongoing efforts to create value for its customers while spreading festive cheer.
The Growing Influence of Gaming in Kenya
Kenya’s gaming industry has been gaining momentum, driven by increased smartphone penetration and affordable internet access. According to a 2023 report by PwC, Kenya’s gaming market is projected to grow at a compound annual growth rate (CAGR) of 12% through 2026, making it a burgeoning sector in the region.
Safaricom’s entry into the gaming space aligns with this trend, leveraging its robust infrastructure to deliver quality gaming experiences. By integrating rewards and a competitive edge, the ‘Wai Ndai’ Challenge capitalizes on the growing appetite for digital entertainment among Kenya’s youth.
Why the ‘Wai Ndai’ Challenge Matters
The ‘Wai Ndai’ Challenge is more than just a gaming competition—it’s a testament to Safaricom’s commitment to innovation and customer-centricity. Here’s why it’s significant:
1. Promoting Digital Inclusion
By offering affordable daily access, Safaricom ensures that gaming is accessible to a wide audience, fostering digital literacy and entertainment.
2. Youth Empowerment
Through its gaming platform and accompanying mentorship initiatives, Safaricom is actively supporting youth development in Kenya.
3. Strengthening Customer Loyalty
The challenge reinforces Safaricom’s position as a leader in customer engagement by delivering unique and rewarding experiences.
4. Supporting Economic Growth
By driving engagement in the gaming industry, Safaricom is indirectly supporting local game developers, designers, and related businesses.
What’s Next for Safaricom?
As Safaricom continues to celebrate its 24th year of operations, the ‘Wai Ndai’ Challenge serves as a launchpad for future innovations in gaming, digital services, and community engagement. With Kenya’s youth at the forefront of this initiative, the company is well-positioned to sustain its leadership in the region’s digital economy.
How to Participate in the ‘Wai Ndai’ Challenge
- Sign up via Challenges Arena, USSD *555#, or the MySafaricom App.
- Pay a daily subscription fee of KES 10.
- Play skill-based games and accumulate points.
- Track your ranking on the leaderboard.
- Compete for daily cash vouchers and aim for the grand prize.
The ‘Wai Ndai’ Challenge is a bold step into Kenya’s growing gaming landscape, offering entertainment and rewards while reinforcing Safaricom’s position as a trailblazer in digital services. As the competition unfolds, it promises to deliver thrilling moments, forge new connections, and elevate gaming culture in the country.
