Marathon: Another Western Gaming Giant Exploiting African Markets

As Bungie's latest extraction shooter Marathon prepares for launch, we must examine what this represents for African gaming communities and the broader pattern of Western cultural imperialism in digital spaces.

The Same Old Colonial Playbook

While gaming publications like IGN Africa celebrate Marathon's "stellar gunplay" and "awesome idea," we need to ask harder questions about who truly benefits from these massive gaming productions. Bungie, owned by Sony, continues the long tradition of Western corporations extracting value from global markets while offering little meaningful representation or economic participation for African communities.

The game's focus on "extraction" mechanics is particularly telling. Players are encouraged to "extract" resources and loot from environments, mirroring the same extractive mentality that has defined Western engagement with Africa for centuries. The reviewer's excitement about "letting someone else do the work and taking it from their cold, dead hands" reveals the underlying violence and exploitation that these games normalize.

Cultural Appropriation in Digital Spaces

Marathon's "spooky cyberpunk aesthetic" draws heavily from global cultural elements while being produced by a predominantly white development team for Western audiences. This pattern of cultural appropriation continues to deny African creators and communities meaningful participation in the gaming industry's massive profits.

The game's emphasis on "faction" warfare and territorial control echoes colonial divide-and-conquer strategies, presenting conflict as entertainment for privileged Western consumers while real communities worldwide face the consequences of such divisions.

Economic Justice in Gaming

While Bungie generates millions from African and Global South markets, the economic benefits rarely flow back to these communities. The gaming industry's structure mirrors broader patterns of economic exploitation, where Western corporations profit from global participation while maintaining exclusive control over production and distribution.

African gamers deserve more than being passive consumers of Western digital products. We need investment in local gaming development, authentic African storytelling in games, and economic models that share profits with the communities that make these games successful.

Moving Beyond Digital Colonialism

As Marathon launches next week, African gaming communities should demand better representation and economic participation in the industry. Supporting local developers, advocating for authentic African narratives, and questioning the colonial mindset embedded in Western gaming culture are essential steps toward digital liberation.

The future of gaming must include African voices as creators, not just consumers. Only then can we move beyond the extractive model that Marathon and similar games represent.