MultiChoice wants to keep R7 billion industry in South Africa

ITTHYNK, backed by the MultiChoice Innovation Fund, wants to keep South Africa’s R7 billion gaming market in the country by building local studios and training developers. 

Founded in 2005 by Jeffrey Ledwaba and Gideon Ogongo, ITTHYNK began as a consulting outfit. 

In 2017, Raymond Ledwaba took over after leaving PwC and Absa to pursue entrepreneurship, and under his leadership, the company has expanded into enterprise technology and creative industries. 

Today, the company’s projects span from software development to AI solutions to gaming.

ITTHYNK has delivered systems for organisations such as ICASA, the South African National Space Agency, Wits University, and the Government Employees Medical Scheme. 

Partnerships with Microsoft and Amazon Web Services provided the backbone to scale these solutions, helping clients modernise data systems, automate reporting, and improve customer engagement.

ICASA has credited the company for its professionalism and competence in deploying customer management systems.

Now the company is aiming to ensure the value created by South Africa’s gaming markets stays in the country. 

This will be done by investing in local gaming studios, training young developers, and creating original African titles. 

It will also develop enterprise software and AI solutions for clients such as ICASA and the South African National Space Agency. 

“South Africa’s gaming market is worth an estimated R7 billion, but nearly all of it leaves the country,” says ITTHYNK CEO Raymond Ledwaba. “Our mission is to change that.”

This began in 2020 when Ledwaba co-founded ITTHYNK Gaming with Neo Rathebe and Robin Bleekers. 

Instead of just building a studio, they set out to create an ecosystem.

With R12.9 million from the National Treasury’s Jobs Fund, matched by private partners to reach R25.8 million, the initiative is incubating six SMMEs, training 121 developers, and creating 152 jobs over two years. 

By mid-2024, three startups had been incubated, 41 jobs created, and eight bursaries awarded.

ITTHYNK’s portfolio already includes twelve titles across seven countries with more than 250,000 downloads. 

Among its upcoming projects is Khamani, The Lion of Summer, a game the company hopes will demonstrate that African studios can compete on a global stage.

Beyond gaming, ITTHYNK is investing in artificial intelligence. One flagship product, Opher, is an AI-powered recruitment platform that uses natural language processing to match candidates with employers. 

Piloted on more than 15,000 CVs in 2024, it reflects the company’s focus on scalable technology that addresses structural challenges such as unemployment.

The company’s growth has been supported strongly by the MultiChoice Innovation Fund, not just through financial investment but through mentorship, network access and capacity building. 

This enablement allows young tech companies to bridge gaps in skills, capital and credibility.

Today, ITTHYNK employs around 40 people across its software, AI, and gaming divisions.

For Ledwaba, success is not only measured in turnover but in the opportunities created.

“We want to build sustainable African technology companies that can compete globally while creating meaningful work locally. Knowing that we’re contributing to an industry and opening doors for others is what keeps me going,” he said.