The Landmark Event Centre in Lagos came alive on May 23rd, 2025, as MarkHack 4.0, a premier marketing and tech conference, brought together industry leaders, innovators, and startups to explore the future of brand communications.
Hosted by GDM Group and Eko Innovation Centre, the fourth edition, themed ‘Experience Ignited—Fuelling The Consumer Journey’, showcased how technology and consumer engagement are reshaping marketing.
The conference featured keynote addresses, panel discussions, a startup pitch competition, and a standout breakout session on leveraging gamification for marketing communications, moderated by Anderson Ozakpo, Business Chief at Technext.
The event started with a warm and rousing welcome address from Victor Afolabi, founder of Eko Innovation Centre and convener of MarkHack. Afolabi set the stage with a reflection on the event’s impact over the past three years: 6,275 participants, a staggering 15.8 million reach, 405 pitching teams, 62 partners and sponsors, 86 jurors, and 67 mentors.
This year’s edition has 16 mentors, 38 speakers, and five final jurors. “This platform is about sparking conversations that will shape the future of marketing in Africa and beyond,” Afolabi declared.
The keynote sessions set the tone for a masterclass in vision and strategy by Kayode Oladapo, CEO of Godrej Consumer Products Limited (West Africa), on “Experience-Led Growth”. He described how technology is enabling personalised consumer engagement in today’s fast-paced business landscape.
Similarly, Jide Sipe, Group Head of Brand Transformation & Digital Marketing at the Bank of Industry, led a fiery session on brand storytelling as a critical driver of customer engagement. “Storytelling is not soft; it’s strategic,” Sipe asserted. “The right narrative can move nations and markets, scaling trust and sparking advocacy.”
MarkHack4.0: panel discussions and breakouts
The first session, moderated by Tolulope Medebem, President of the Experiential Marketers Association of Nigeria (EXMAN), looked into Bridging the Gap: Strategies for Seamless Phygital Retail Experiences.
It featured Oge Maduagwu (Samsung Electronics, West Africa), Ayodeji Razaq (Red Media Africa), Sam Okolie (Seven-Up Bottling Company), Samuel Ukah (Jumia Nigeria and Ghana), and Ife Esther Obafemi (Sub-Saharan Africa Head of Digital Media at Friesland).
The panel explored how omnichannel strategies can meet rising consumer expectations for fluid digital-physical interactions.
The second panel, led by Tosin Adefeko of AT3 Resources, took attendees from Storyboards to Screens, showcasing the power of digital storytelling.
With Jide Sipe as lead discussant, alongside Motayo Latunji (Hayat), Cassandra Uzo-Ogbugh (Reckitt), Tayo Olatunji (Nestlé Waters Nigeria), and Temi Afolabi (Microsoft), the session unpacked how narratives build trust and drive engagement in the digital era.
These discussions were a testament to Africa’s growing influence in global marketing innovation.
The gamification breakout: a strategic revolution
While every session at MarkHack 4.0 delivered value, the breakout session on Leveraging Gamification for Marketing Communications, moderated by Anderson Ozakpo, Business Chief at Technext, was the undeniable highlight.
This session drew a packed audience buzzing with excitement. Ozakpo, a master at weaving tech and business insights with cultural relevance, set the tone by connecting gamification to Africa’s rich traditions of festivals, riddles, and storytelling. His moderation was both engaging and incisive, making the session a perfect blend of inspiration and practicality.
The panel featured a stellar lineup of experts who brought gamification to life:
Queen, a marketing communications strategist, broke down how gamification taps into human psychology to drive behaviour.
She highlighted the spinning wheels on e-commerce platforms like Jumia and Temu, which use instant rewards to boost purchases and referrals. “Gamification starts with a strong product,” Queen emphasised. “Then it’s about creating a loop of engagement, reward, and referral that keeps customers hooked.”
Her insights highlighted the power of data-driven personalisation to make every interaction feel tailored and rewarding.
Zion Thompson, Co-founder, Startup Launchcode, shared how startups with limited budgets can leverage design thinking and gamification to create memorable user experiences. He cited African startups using gamified loyalty programmes to boost retention, proving that creativity trumps big budgets.
Michael Oscar Esio, Founder, Africacomicade; stole the show with his passionate take on gamification’s roots in African culture. “Gamification isn’t new to us,” he declared. “It’s in our festivals, where acrobatics and rhythm create immersive experiences. It’s in our riddles and stories.” His perspective framed gamification as a cultural bridge, resonating deeply with the audience.
Sayo Owolabi, Secretary General, Africa Esports Development Federation (AEDF), drew parallels between esports and marketing. He explained how leaderboards and rewards in esports platforms drive engagement, offering lessons for brands looking to turn customers into advocates.
Ozakpo’s question on how gamification taps into multiplication, reward systems, and user behaviour sparked a lively discussion. Queen’s response was a masterclass in strategy: “It’s about aligning gamified elements with customer needs. Use data to trigger personalised rewards that drive engagement and referrals.”
The panellists agreed that in an era where attention is scarce, gamification cuts through the noise by making interactions fun, rewarding, and unforgettable. They also debunked the myth that gamification requires big budgets, highlighting how quizzes, challenges, and interactive storytelling can deliver an outsized impact.
Responding to a question on how businesses with limited finances can gamify their marketing experience, the panellists also unanimously agreed that different kinds of gamification experiences suit different budgets.
The session’s energy peaked during a dynamic Q&A, where attendees shared their own experiences with gamified marketing, from how small-scale businesses can adopt gamification to how gamification can be applied in the real estate industry.
Ozakpo wrapped up with a powerful reflection: “Gamification isn’t just a tool; it’s a cultural bridge that resonates with Africa’s vibrant, community-driven identity.” The attendees were inspired to integrate gamification into their strategies.
Other Breakout Sessions
While the gamification session stole the spotlight, other breakout sessions were equally interesting.
The first, featuring Sulaiman Shaibu (BFT Consulting Services), Eneyi Obi (Rise), Tobi Olanisimi (Ab InBev), Martha Kayode (PZ Cussons), and Daniel Adeyemi (Condia Business), explored immersive technologies and their role in reshaping consumer engagement.
The third session, with Ifedolapo Abijo-Peters (Godrej), Kemi Longe (Diageo), Omotayo Inobeme (GDM Group), Majolie Obaje (Jiji Africa), Kelechi Chiboka (Mikano International), and Osose Abraham (Pulse), tackled the local realities of MarTech, offering practical strategies for navigating Africa’s unique market dynamics.
Beyond the sessions, MarkHack 4.0 provided a platform for networking, with dedicated sessions allowing attendees to connect with mentors, investors, and peers. The conference’s free admission for attendees (with a minimum viable product required for hackathon participation) ensured accessibility, drawing a diverse crowd of marketers, tech enthusiasts, and entrepreneurs.
