Lebara Nigeria has reinforced its commitment to delivering more than traditional telecommunications services with the introduction of LebaraPlay, a new digital entertainment platform designed to create greater value for subscribers and creators alike in Nigeria and the world
At the official launch of the micro-media facility, which took place at the British Deputy High Commission Residence in Ikoyi, Lagos, the Chief Executive Officer of Lebara Nigeria, Teniola Stuffman, said the platform reflects Lebara Nigeria’s broader strategy of building a digitally enabled ecosystem that combines connectivity, innovation, and entertainment to meet the evolving needs of today’s consumers
In her interview, she disclosed that Lebara Play is accessible to both Lebara subscribers and non-subscribers, offering a diverse range of premium content, including micro-drama, music, lifestyle programming, and other engaging formats tailored for mobile-first audiences
According to her, “By introducing LebaraPlay, Lebara Nigeria is expanding its value proposition beyond calls and data, creating meaningful experiences for customers while opening new opportunities for creators to showcase their talent and grow their audience.”
Speaking on the launch, Stuffman said: “Today is not simply the launch of another digital platform. Today, we make history. Tonight, Nigeria gives the world something entirely new. Lebara Play is the first micro-drama platform originating from Nigeria and one of the first telecommunications-led entertainment ecosystems on the African continent. It is a platform built on a simple but powerful belief: That African stories deserve a global audience
“For decades, telecommunications companies connected people through voice; then through data, but today, connectivity alone is no longer enough
“People don’t simply buy networks anymore. They buy experiences. They buy communities. They buy entertainment. They buy culture, and they buy emotion
“At Lebara, we recognised that the future of telecommunications would not belong to companies that only moved data because value goes beyond connectivity
“LebaraPlay is part of our commitment to delivering richer digital experiences for our subscribers while supporting the growth of creative talent and content development across Africa
She stated that the platform would operate on a flexible model, combining free and premium content offerings to ensure accessibility while delivering continuous entertainment value
“The initiative also reflects Lebara Nigeria’s ongoing investment in digital platforms that support creator empowerment, expand access to quality entertainment, and contribute to the growth of Africa’s creative economy
“As Lebara Nigeria continues to expand across the country, LebaraPlay will serve as a key driver of customer engagement, retention, and long-term value creation,” she added
Lebara is an international telecommunication brand operating across multiple global markets (the United Kingdom, Saudi Arabia, the Netherlands, Switzerland, France, Germany, Denmark, Spain, and Australia). In Nigeria, Lebara is building a compliant, scalable, and digitally enabled mobile services ecosystem designed to deliver seamless connectivity, innovation, and value to consumers and enterprise partners
The CEO announced that Lebara would belong to companies that move people, adding that: “That is why we are building much more than a mobile network
“We are building a digital ecosystem where connectivity powers creativity, technology empowers storytellers, and innovation creates economic opportunity. Micro-drama is one of the fastest-growing entertainment formats in the world
“Millions of people today consume stories in just a few minutes-during a commute, over lunch, while waiting in traffic, or before going to bed. Attention has changed. Storytelling has evolved, and Africa deserves to lead this evolution—not follow it
“Lebara Play represents that opportunity, and it creates a new distribution platform for filmmakers, a new commercial platform for producers, a new stage for actors, a new income stream for writers, a new opportunity for musicians, a new marketplace for advertisers, among others for millions of viewers across the world
“Most importantly, it proves that innovation can originate from Nigeria and scale globally.”
In his remarks, the Country Director, United Kingdom Department for Business and Trade, Mark Smithson, commended the Lebara team for bringing a distinguished group of leaders from technology, telecommunications, the creative industries, investment, and government to open a new vista for Nigerian economic and technological development
He added that the launch of the new product has created new connections between Nigeria and Britain
He stated that with the official unveiling of the Lebaraplay, the UK–Nigeria relationship has continued to evolve, while sectors such as finance, energy and infrastructure remain important, creating exciting opportunities today at the intersection of creativity, technology and entrepreneurship
According to Smithson, “Nigeria’s creative industries are one of the country’s greatest strengths, with its music, film, fashion and digital content influencing audiences around the world
“The UK is home to one of the world’s leading creative economies, and increasingly our strengths complement one another
“The future of the creative economy is not just about creating great content; it is about helping creators reach audiences, access new markets and build sustainable businesses. That is why platforms such as Lebara Play matter. They connect creators to consumers, ideas to markets and talent to opportunity.”
He stated further that the UK is committed to supporting Nigeria’s creative economy through initiatives led by the Department for Business and Trade, the UK–Nigeria Tech Hub and the British Council
“We are strengthening creative partnerships, supporting co-productions, investing in skills and technology, and creating new opportunities for businesses and creators in both countries
“We are also seeing a new generation of entrepreneurs operating at the intersection of creativity and technology. Increasingly, the most successful businesses will be those that bring these worlds together
“As the saying goes, ‘If you want to go fast, go alone. If you want to go far, go together. The growing partnership between the UK and Nigeria shows just how far we can go when we work together
“Tonight is, therefore, about more than a launch. It is an opportunity to build relationships, explore partnerships and unlock new opportunities for trade and investment,” he said
Smithson added that: “The United Kingdom remains committed to deepening commercial ties between our two countries, and we look forward to seeing more collaboration, more investment and more shared success. Congratulations once again to the Lebara team.”
Meanwhile, the Chief Operating Officer of Lebara Nigeria, Mrs. Mary Akinadesokan, who said she enjoys Nigerian content with global colouration more than any other content, expressed excitement over the final official unveiling of the platform
She said: “I am more than excited. We are looking for a bridge and a skill-setting initiative through Lebara play, being the first micro-drama platform in Africa, to promote content creation and provisions, and get Africa to be at the forefront of content provision. The technology behind this is unique, and that’s why we are the first in Africa, not only in Nigeria, and thankfully (we are also building these skill-sets in Nigeria, Africa and the world).”
