RUBIKA & ADMI are signing a Memorandum of Understanding for the creation of the “CreaTech Animation and Game Lab” in Nairobi, to be financed by Agence Française de Développement (AFD).

Based on France’s recognized expertise in the animation and gaming sectors, the collaboration will aim at supporting production of local content from Kenya and East Africa towards the global animation and gaming industry.

Speaking at the signing of the memorandum of understanding in Nairobi today, Dr. Laila Macharia, ADMI Managing Director, stated that “This exciting collaboration with RUBIKA allows us both to achieve our mutual vision of turning passion into profession. She added: “By 2020, the global animation market is projected to reach US$270 billion in value. This provides a unique opportunity for Africa’s youth to produce – and sell – world-class content. To meet the challenge, we must train local animators to global standards, equip them with business skills and link them to the global content market.”

Based on the core philosophy shared by ADMI and RUBIKA, the Project will take an ecosystem approach, supporting promising animators along every step of the production supply chain: training, apprenticeship, incubation, investment and distribution.