UK’s BrandMobile partners Nigeria’s Hatixa to penetrate Africa

True to its vision to scale its gamified ad-tech product, United Kingdom (UK) firm BrandMobile has signed a joint venture deal with Nigerian startup Hatixa. According to press, the initiative seeks to launch BrandMobile Africa, with the goal of creating a scalable ad-tech product built on gamification principles.

Three year old startup, Hatiza, which was founded by Toby Nwanede and Habeeb Aremu, 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.

Describing their startup idea, co-founder Nwanede, in a press statement, noted that their idea and app was an engaging concept, albeit with challenges at the point of signing investors.

He said: “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.”

Hence, what led to the acceptance of the BrandMobile deal. He confirmed that after the two parties reached a point of interest, the deal was signed off. “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.”

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