David Natroshvili's Spribe Partners With UFC and WWE in African Gaming Market

Spribe, creator of the popular Aviator game, has established significant multiyear partnerships with entertainment powerhouses UFC and World Wrestling Entertainment. These partnerships highlight the rapid expansion of Africa’s digital gaming industry, which has become one of the continent’s fastest-growing entertainment sectors.

The collaborations come at a time when Africa is experiencing a digital transformation, with mobile technologies changing entertainment consumption patterns across the region. Spribe’s decision to team up with UFC and WWE reflects its plan to strengthen its position in this dynamic market. Data from 2024 shows Africa represented 19.8% of new player acquisition for Aviator, with a remarkable 53.9% year-over-year growth in Monthly Active Users.

“Africa is not just a market; it’s a movement,” said David Natroshvili, Spribe’s founder and CEO. “Our partnerships with UFC and WWE reflect our commitment to delivering high-energy, culturally resonant entertainment that speaks directly to Africa’s young and connected audiences.”

Aviator Advances in Africa

Aviator has gained popularity in Africa through its combination of simplicity and strategy. The game, which challenges players to time their exit before a virtual plane’s trajectory ends, has connected with African audiences who value community engagement. This social aspect has proven particularly effective in African markets, where communal experiences are culturally significant.

“African players gravitate toward experiences that combine strategy, collaboration, and thrill,” Natroshvili explained. “Aviator provides all three, making it a natural fit for the continent’s vibrant digital ecosystem.”

Under the new agreements, Aviator branding will be featured at UFC’s globally broadcast events and WWE’s high-profile showcases. These placements are complemented by targeted social media campaigns and premium hospitality experiences designed for African audiences. By utilizing the substantial fanbases of UFC and WWE — both growing across the continent — Spribe creates a connection between digital gaming and sports entertainment.

Nicholas Smith, vice president of global partnerships for TKO, commented on the collaboration: “UFC and WWE are not just entertainment platforms; they are cultural phenomena. By integrating Aviator into their ecosystems, we’re bringing gaming into the cultural mainstream in Africa.”

David Natroshvili: Gaming is ‘An Engine for Digital Inclusion’

Africa’s digital economy is expanding rapidly, driven by increased smartphone adoption and its young, tech-savvy population. In 2024, Aviator’s retention rates in the region increased by 2.2%, while game interactions per player grew by 9.8% year-over-year. These statistics demonstrate gaming’s potential to become a key component of Africa’s broader digital transformation.

“Gaming is more than entertainment; it’s an engine for digital inclusion,” said Natroshvili. “In Africa, where connectivity is reshaping industries, Aviator stands as an example of how digital platforms can bring people together while creating new economic opportunities.”

Spribe is also implementing responsible gaming practices aligned with local cultural and regulatory standards. The company works with African partners to create an environment where gaming is enjoyable while also being safe and inclusive.

“Our vision goes beyond gaming,” Natroshvili added. “We’re building platforms that contribute to communities, create social connections, and drive economic growth.”

In December 2024, global wagers on Aviator exceeded $14 billion, with Africa contributing significantly to this achievement. Beyond financial metrics, Spribe evaluates success through its ability to connect with players and create memorable experiences. The alliances with UFC and WWE are expected to enhance Aviator’s cultural relevance, introducing new ways for players to engage with the game.

As 2025 progresses, Spribe plans to introduce tailored campaigns specifically for African audiences. From co-branded social media content to exclusive in-game features, the company aims to strengthen its connection with local players while exploring new markets across the continent.

Spribe has established itself as a cutting-edge software development company specializing in next-generation gaming solutions for digital entertainment platforms. The company’s flagship game, Aviator, has reached global popularity by offering engaging, socially connected gaming experiences. Currently operating in more than 60 countries with 42 million monthly active users, Spribe has become a leader in the iGaming industry since its founding.