Real Stories. Real Games. How Gideon Uwem Is Turning African Culture into Playable Art.
His startup, Novatrax, is reimagining gaming through African stories and environments.
Gideon Uwem calls himself a “cultural e-gaming architect.” The Nigerian Game Experience Designer is the founder of Novatrax Studio, a fast-rising gaming startup focused on creating games that highlight African environments, stories, and culture.
Before starting his own studio, Uwem worked in fintech, web3, and digital design. But his turning point came when he worked on Aki and Pawpaw Epic Run, a mobile game that went on to surpass 400,000 downloads. That success, he says, was his “breakthrough moment.”
Uwem’s journey into tech began in Benin City, Edo State, around 2018. At the time, he was simply looking for a skill before heading to college. He found himself drawn to graphics design, working in an area known for its printing presses and creative media outfits.
In 2020, he joined EdoBits Academy, a government- and Oxfam-funded tech initiative that trains young people in web development, UI/UX design, and branding.
“Before EdoBits, I used to think tech was rocket science. The academy opened my eyes to how broad and accessible the tech world is,” he says.
By 2021, after completing the program, Uwem interned at Genius Hub, then moved into freelancing, landing his first product design contract for a fintech startup. But soon, he noticed something: the UI/UX market was crowded.
So, he took a bold turn.
“I wanted to stand out, so I started experimenting with game design. I created mock screens, played around with visuals — just trying things out.”
That curiosity led to his first $5,000 game design contract with a Kenyan studio, which later opened doors to collaborations across Africa.
Soon after, Uwem collaborated with Nigerian developers on Aki and Pawpaw Epic Run, a playful mobile game inspired by the beloved Nollywood duo. The game’s success introduced Uwem to a wider audience and marked the start of his deeper focus on gaming.
“That project changed everything for me. It showed me what was possible when African creativity meets global technology.”
Instead of chasing another job, Uwem chose to build something of his own. With support from mentors and friends, he launched Novatrax Studio, a gaming company dedicated to telling African stories through games.
“The world has seen our music through Afrobeats and our films through Nollywood. Now it’s time they experience our stories through gaming.”
Uwem believes games can shape how people view cultures just as Ghost of Tsushima introduced many to Japanese heritage.
“Why can’t African games do the same?” he asks.
Novatrax’s upcoming game will feature three settings — two inspired by African landscapes and one set in Paris, blending local authenticity with global appeal.
He recalls a conversation with a U.S. gaming executive:
“He told me most of what he knows about Africa comes from documentaries. That struck me. I want people to play Africa, not just watch it.”
For Uwem, technology is more than a tool, it’s his ecosystem.
“On a scale of 1 to 10, I’d say 9.5. My work, communication, and creativity all depend on it.”
He credits his mobile phone as his most essential gadget — a one-stop hub for communication, design updates, games, and social media.
One of his earliest creative hacks came during his training at EdoBits. Tasked with building a landing page, he wanted to add a slideshow before learning how to code it.
“I created a GIF in Photoshop and used it as a fake slideshow. It didn’t move or pause, but it looked alive. That was my first creative workaround.”
On the flip side, he warns that misinformation remains a big challenge in the digital space. He now relies on X’s Grok AI feature and cross-checks news with credible outlets before sharing.
Even as a tech enthusiast, Uwem takes intentional breaks from social media.
“It can get noisy and distracting. I took time off earlier this year to reset and refocus.”
For Uwem, the future of gaming in Africa is cultural, creative, and global.
“Technology especially gaming will shape how we connect, learn, and share culture. Through Novatrax, I want to make sure Africa has a strong voice in that story.”