About
We are building Africa's leading interactive innovation company. An institution, not just a studio.
01 / Why we exist
Interactive design is no longer just for entertainment.
Game mechanics, behavioural design, and immersive experiences are reshaping how people learn, how brands build loyalty, and how communities form around shared ideas. The organisations that understand this early will have a significant advantage over those that do not.
Africa's young, mobile, digitally native population is the fastest-growing consumer audience in the world. Brands that figure out how to engage them authentically, with experiences that reflect their reality rather than imported templates, will define the next decade of consumer relationships on the continent.
Novatrax was built to sit at this intersection. Not as a game studio. Not as a marketing agency. As a strategic company that uses interactive design to solve real problems and produce measurable results.
02 / Leadership
Gideon "Sensei" Uwem
Founder and CEO
Gideon Uwem is the founder and CEO of Novatrax. He brings experience across interactive design, product strategy, programme leadership, and ecosystem development in Africa's gaming and creative industries. He also serves in a leadership capacity at Gamr Africa, Africa's largest independent gaming and esports community, where he has helped grow a network spanning hundreds of thousands of gamers and thousands of tournaments across the continent.
Novatrax is his attempt to build the company he always believed should exist. It takes interactive design seriously as a strategic discipline and applies it to problems that actually matter.
03 / Our values
How we think. How we work.
- 01
Outcome over output.
We are judged by what changes for our client, not by what we delivered. A beautiful experience that does not move the needle is a failed engagement.
- 02
Strategy before technology.
We never recommend a platform, a mechanic, or a format before we understand the problem. The tool follows the strategy.
- 03
Human-centred design.
The audience's experience drives every decision. We design for real people with real behaviours, not for idealised users in a brief.
- 04
Long-term partnerships.
We prefer clients who want to build something over time. The best work comes from relationships, not transactions.
- 05
Build institutions, not projects.
Every engagement should make Novatrax stronger, not just busier. We are building something that lasts.
04 / Our subsidiary
Novatrax Studio is our gaming and original IP subsidiary. It develops commercial game titles, original interactive properties, and experimental digital experiences that sit outside our client work. The Studio is a separate entity operating alongside the parent company.
Visit Novatrax Studio