Mobile Virtual Network Operator (MVNO), Lebara Nigeria, has launched LebaraPlay, a digital entertainment platform designed to deliver premium mobile-first content while creating new opportunities for Africa’s fast-growing creative industry.
The launch forms part of Lebara Nigeria’s broader expansion strategy following its entry into the Nigerian telecommunications market and signals the company’s ambition to evolve beyond traditional connectivity services.
According to the company, LebaraPlay will offer users access to a wide range of entertainment content, including microdrama series, music, lifestyle programmes, and other short-form digital content tailored to the preferences of modern mobile audiences.
The platform is open to both Lebara subscribers and non-subscribers, reflecting the company’s commitment to building a wider digital ecosystem that combines telecommunications with entertainment and innovation.
To strengthen its content offering, Lebara Nigeria has partnered with India-based Forever 7 Entertainment, a global player in the microdrama space. The first title scheduled for release on the platform is “Imported Bahu,” a three-minute drama series featuring Nollywood star Osas Ighodalo alongside Bollywood actors.
Speaking at the launch, Teniola Stuffman, Chief Executive Officer of Lebara Nigeria, said the platform represents a significant milestone in the company’s vision of delivering value beyond voice and data services.
“This platform represents an important step in our vision of building a telecommunications brand that delivers more than connectivity,” Stuffman said. “We are creating an ecosystem where technology, innovation and entertainment come together to provide meaningful experiences for customers while unlocking new opportunities for creative talent and content development across Africa.”
He noted that LebaraPlay aligns with the company’s strategy of investing in digital platforms that broaden access to quality entertainment while supporting creators and fostering collaboration across Africa’s creative landscape.
The platform will operate on a freemium model, offering both free and premium content options to cater to varying audience preferences. Through a mix of original productions and strategic content partnerships, Lebara Nigeria aims to establish LebaraPlay as one of Africa’s leading digital entertainment destinations.
Industry observers believe the move reflects a growing trend among telecommunications companies seeking to diversify revenue streams through digital content and value-added services. By integrating entertainment into its offerings, Lebara hopes to deepen customer engagement and strengthen subscriber loyalty in Nigeria’s competitive telecom market.
Also speaking at the launch, Harmisha Daryani, Chief Executive Officer of Forever 7 Entertainment, described microdrama as an innovative and affordable storytelling format that is rapidly gaining popularity worldwide.
According to her, the short-form entertainment genre has already recorded significant success across Asia and North America and is poised for strong growth in Africa.
“Microdrama is a new way of expressing entertainment affordably,” Daryani said. “It is hugely popular in Asia and America, and there is growing demand for it in Africa. We plan to officially launch the format in Nigeria in July.”
She added that the initiative would create opportunities for emerging content creators through knowledge sharing, skills development, content curation and international collaboration.
The launch further reinforces Lebara Nigeria’s positioning as a technology-driven telecommunications company focused on innovation, digital transformation and customer-centric services. By combining seamless connectivity with engaging digital experiences, the company is seeking to differentiate itself in the Nigerian market while contributing to the growth of the continent’s creative economy.
Lebara, a global telecommunications brand, currently operates in several countries, including the United Kingdom, Saudi Arabia, the Netherlands, Switzerland, France, Germany, Denmark, Spain and Australia. With the introduction of LebaraPlay, the company is extending its footprint in digital entertainment while tapping into Africa’s expanding demand for mobile content.
