Orange targets 75 million users as Africa growth accelerates
Orange is scaling its African ambitions as digital adoption surges across the continent. The company is targeting 75 million users for its Max It super app by 2028.
Speaking at Mobile World Congress Barcelona, CEO Yasser Shaker outlined the strategy. He said the platform currently serves around 25 million users across multiple markets.
The Max It app combines mobile finance, streaming, gaming, and telecom services into a single ecosystem. Shaker described the target as intentionally ambitious to drive internal momentum. “A super app means people can go there for everything – marketplace, TV streaming, gaming and payments,” he said.
Expanding beyond connectivity
Orange is no longer relying solely on traditional telecom services for growth. Instead, it is building a diversified digital ecosystem across Africa and the Middle East. Data and connectivity remain the core growth engine, with revenue in this segment increasing by around 18%.
Mobile financial services are also expanding quickly, with Orange Money recording roughly 18% growth over the past year. The platform processes around €20 billion in transfers every month. It also serves approximately 47 million users across its footprint.
Enterprise and ICT services are gaining traction, despite starting from a smaller base. The wider B2B segment is growing by about 10%, reflecting increasing corporate demand for digital infrastructure. Overall, the division delivered its strongest performance yet in 2025. Revenue rose more than 12%, while EBITDA increased by nearly 14%, pushing margins close to 40%.
Africa’s demographic advantage
Africa’s demographics remain central to Orange’s long-term growth strategy. The continent has a population exceeding 1.5 billion people and a very young demographic profile. With an average age of around 20, demand for digital services continues to rise rapidly.
A mobile-first culture is accelerating adoption across payments, entertainment, and online platforms. Orange operates in 18 markets across Africa and the Middle East. No single country contributes more than 10% of the regional business.
This diversified footprint helps reduce exposure to geopolitical and currency risks. It also allows the company to scale services across different regulatory environments.
AI, localisation and digital skills
Artificial intelligence is becoming central to Orange’s operations in Africa. It supports network optimisation and real-time customer analytics in largely prepaid markets. AI is also accelerating the development of platforms such as Max It. This enables faster updates and more personalised user experiences.
Localisation remains critical due to Africa’s linguistic diversity and varying literacy levels. Orange is testing AI tools that support local languages to improve accessibility.
Beyond commercial growth, the company is investing in digital skills development. Its Orange Digital Centres have trained more than 1.3 million people. Partnerships with universities and technology firms are expanding access to free training programmes. These initiatives aim to build a sustainable digital ecosystem across the region.
5G rollout and infrastructure expansion
Orange is accelerating 5G deployment across key African markets. Rollouts are underway in Egypt, Morocco, Botswana, Senegal, and Tunisia. In many areas, 5G supports fixed wireless access rather than traditional mobile services. This approach helps deliver broadband in regions with limited fibre infrastructure.
Fibre networks remain concentrated in dense urban centres. Meanwhile, 5G offers a more scalable solution for expanding connectivity in rural areas. The company faces competition from major regional players. These include MTN Group, Airtel Africa, and Vodacom.
Despite competition from fintech firms and neobanks, Orange remains confident in its positioning. Shaker emphasised the importance of consistent regulatory conditions across all market players.
Impact on the iGaming industry
Orange’s super app strategy could significantly reshape Africa’s iGaming landscape. The integration of payments, gaming, and connectivity lowers barriers to entry for users. With Orange Money embedded in Max It, transactions become faster and more accessible.
This is particularly important in markets where traditional banking penetration remains low. A larger user base also creates new distribution channels for gaming operators. Operators can integrate directly into super apps to reach millions of potential players.
The continent’s young and mobile-first population further supports iGaming growth. As smartphone usage increases, so does demand for digital entertainment and betting platforms.
AI-driven personalisation could also enhance user engagement within gaming platforms. This may lead to higher retention rates and more tailored gaming experiences. However, increased scale will likely attract greater regulatory scrutiny.
Governments may introduce stricter rules around responsible gaming and digital payments. For operators, partnerships with telecom-led ecosystems could become essential.
Super apps like Max It are evolving into gateways for Africa’s broader digital economy. As Orange moves toward 75 million users, its influence will extend beyond telecoms. It is positioning itself at the centre of Africa’s rapidly expanding digital and iGaming ecosystem.
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