For a long time, video games told a similar story. The same avatars, the same Western look, and little room for other cultural identities. African and Middle Eastern players were especially absent, even though gaming is booming in those regions. A report published in early 2025 by the South African video game publisher Carry1st shows just how fast it is growing. In 2024, Africa added 32 million new players, six times faster than the global average. The market is now worth 1.8 billion dollars, up 12 percent from 2023. So why not let players represent their roots in style? That is the idea behind Orange’s Cultural Avatars.
The project began with Ibrahim Fernandez and Loza Maléombho, two well-known figures in Ivorian fashion. Their vision was simple but bold: bring authentic African culture into some of the world’s most popular games. To make it happen, Orange worked with designers from different countries in Africa and the Middle East. Together they created a collection of virtual outfits known in gaming as skins. Six skins, three female and three male, came to life. Each one is inspired by traditional clothing and local designs that players can download and use in three global games: The Witcher, The Sims 4, and Minecraft.
The goal is clear. Use digital worlds as a way to strengthen identity and self-confidence. When a player can finally see themselves represented in a favorite game, their culture gains visibility on the global stage. Gaming becomes more than entertainment. It turns into a space where culture and heritage matter, where history and meaning can be part of the experience. This initiative also reflects other commitments from Orange. By openly sharing these assets, created by local talent, the Group supports both artistic and technological development on the continent. Cultural Avatars are only the beginning, paving the way for wider collaborations, residencies for young developers, and immersive projects that blend culture, technology, and play.
