The Price Is Right Nigeria

What The Price Is Right Nigeria does

The Price Is Right Nigeria is a television game show produced by Genesis Studio Ventures Limited, a subsidiary of Genesis Studios (founded 2006), operating as the licensed Nigerian adaptation of the globally franchised The Price Is Right format held by FremantleMedia. The show was recorded at Genesis Studios in Lagos between July and August 2024, with Season 1 episodes airing from September 2024 onward. Contestants are drawn from studio audiences and attempt to guess the prices of consumer products to win prizes including electronics, appliances, vacations, and cars, played through ten pricing games (Hole in One, Hi-Lo, Flip Flop, Five Price Tag, Shell Game, Easy As 1 2 3, It's in the Bag, Shopping Spree, Secret X, and Double Prices).

The company's product surface extends beyond linear broadcast. Episodes are distributed through MultiChoice's DSTv and GoTv pay-TV platforms and four free-to-air Nigerian networks (TVC, STV, AIT, WAPTV), with catch-up content on YouTube. Two companion mobile apps — Anybid and Eplenti, created by Executive Producer Olatubosun David Olaegbe — enable remote consumer participation in pricing games. Supporting services include a studio audience ticketing system open to all 36 Nigerian states, a model casting portal, and a product placement offering for consumer brands. Prize redemption is handled through SPAR outlets in Lagos.

The business model is advertising- and sponsorship-driven, with revenue generated from TV advertising slots, brand sponsorships, and product placement partnerships overseen by a dedicated Director of Media Investment/Sales. The company is privately held with no external funding rounds disclosed and operates with 11-50 employees. There is no disclosed revenue or advertiser base, and operations remain concentrated in Lagos with national broadcast reach via partner networks.

Name

The Price Is Right Nigeria

Legal name

Genesis Studio Ventures Limited

Website

https://thepriceisright.ng

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

The Price Is Right Nigeria is a Lagos-based television game show produced by Genesis Studios under license from FremantleMedia, broadcasting on DSTv, GoTv, and free-to-air Nigerian networks with companion mobile apps for remote play.

Ownership category

akta.pro rank

Product category

Television Game Show Production

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Program Format Licensing (Scripted & Unscripted) (MPABANAA)

akta.pro secondary industry

Gaming & Interactive Entertainment (Digital Goods, Subscriptions) (CRAFAIAC)

Keywords

• Television game show
• Licensed broadcast entertainment
• Brand product placement
• Studio audience participation
• Advertising-funded media

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Television Advertising & Sponsorship: The show generates revenue through TV advertising slots and sponsorships, with media partners including TVC, STV, AIT, WAPTV, and DSTv airing the program.
2. Product Placement: Brands can place their products in the show's games and prize segments, providing exposure to studio audiences and TV viewers across Nigeria.
3. Brand Partnerships & Media Investment: The show offers marketing partnership opportunities with Kamaldeen Ademola Oladosu as Director of Media Investment/Sales overseeing advertising, sponsorships, and partnerships.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Price Is Right Nigeria is a televised game show, licensed from FremantleMedia and produced by Genesis Studios, in which studio contestants guess the prices of consumer products to win prizes such as electronics, appliances, vacations, and cars. The product extends into a Product Placement service for brands seeking on-air exposure, plus two companion mobile apps (Anybid and Eplenti) that enable remote participation. Episodes air on DSTv, GoTv, and YouTube and are recorded live at Genesis Studios in Lagos, with prize redemption at SPAR outlets.

Product overview

The Price Is Right Nigeria is a television game show produced by Genesis Studios under a FremantleMedia license. The core product is the televised show featuring contestants who guess product prices to win prizes, organized around ten distinct pricing games (Hole in One, Hi-Lo, Flip Flop, Five Price Tag, Shell Game, Easy As 1 2 3, It's in the Bag, Shopping Spree, Secret X, and Double Prices). The product portfolio extends into a digital ecosystem comprising two companion mobile apps — Anybid and Eplenti — which enable remote consumer participation. Supporting offerings include a studio audience ticketing system, a model casting application portal, and a product placement service for brands. Episodes are distributed on DSTv, GoTv, and YouTube, with prize redemption through SPAR outlets in Lagos.

Differentiator

Problem solved

Functional benefit

Products and services

• The Price Is Right Nigeria (Television Game Show) A televised game show in which studio contestants guess the prices of consumer products to win prizes such as electronics, appliances, vacations, and cars. The show is licensed from FremantleMedia and produced locally by Genesis Studios. It airs on DSTv, GoTv, and YouTube, with contestants selected from a live studio audience in Lagos.
• Product Placement A branded content offering allowing companies to place their products on the show for display during game segments and on-air, supported by a submission form on the company website for interested brands.
• Anybid (Mobile App) A mobile application created by Executive Producer Olatubosun David Olaegbe that enables remote consumer participation in pricing games, referenced as a companion platform to The Price Is Right Nigeria.
• Eplenti (Mobile App) A mobile application created by Executive Producer Olatubosun David Olaegbe for remote play and engagement with the show, enabling consumers to participate in pricing games from home.

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• FremantleMediacoreOEM/ Whitelabel/ Licensing PartnerFremantleMedia is the global rights holder of The Price is Right franchise. Genesis Studios acquired the license to produce the Nigerian adaptation of the world's longest-running game show.
• Genesis StudioscoreOthersGenesis Studios is the production company behind The Price Is Right Nigeria. Founded in 2006, they are one of Nigeria's leading media and entertainment companies specializing in film and television production. They also own the award-winning drama series So Wrong So Wright and Tales of Eve.
• MultiChoice (DSTv & GoTv)coreChannel Partner/ Reseller/ DistributorMultiChoice's DSTv and GoTv platforms are the primary pay-TV broadcasting partners for The Price Is Right Nigeria, reaching millions of subscribers nationwide.
• TVC, STV, AIT, WAPTVmajorChannel Partner/ Reseller/ DistributorFour major Nigerian TV networks serve as media partners broadcasting The Price Is Right Nigeria to viewers across the country.
• SPARmajorStrategic or Co-development PartnerSPAR outlets in Lagos serve as the designated prize redemption locations for The Price Is Right Nigeria winners. Online activation and prize redemption is open to Lagos residents at SPAR locations.
• AnybidminorGTM or Marketing PartnerAnybid is an online advertising partner featured on the show's website and promotional materials. Anybid is one of two innovative mobile apps created by David Olatubosun, the Executive Producer.
• EplentiminorGTM or Marketing PartnerEplenti is an online advertising partner featured on the show's website and promotional banners. Eplenti is one of two innovative mobile apps created by David Olatubosun, the Executive Producer.
• Silvercorp, MCD, JCDminorGTM or Marketing PartnerListed as outdoor advertising partners contributing to the show's marketing and visibility across Nigeria.
• Hello Tomorrow & Caladium ConsultingminorStrategic or Co-development PartnerListed as strategic partners appearing in the show's partner section on the website.
• Genesis Studio Ventures LimitedcoreOthersLegal entity name for Genesis Studios as the official producers and owners of The Price Is Right Nigeria. Handles all contracts, audience agreements, and legal matters.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Endemol Shine Group: Major international format producer and licensor (Deal or No Deal, MasterChef, Big Brother); comparable as a peer format-licensing house whose standardized format economics and global distribution templates inform the licensed-format business model The Price Is Right Nigeria operates under.
• Africa Magic (M-Net Channels): MultiChoice's flagship African entertainment channel portfolio; comparable as the dominant pan-African broadcaster commissioning and airing licensed entertainment formats aimed at the same Nigerian and West African mass audience.
• BBC Studios: Global content licensor producing and licensing entertainment formats (including Deal or No Deal) internationally; comparable as a global format licensor whose business is built on monetizing proven show formats across multiple geographies — the upstream economics that the subject company relies on.
• MultiChoice Nigeria (DSTv/GoTv): The pay-TV distribution partner that airs The Price Is Right Nigeria and operates Showmax; comparable as the dominant pay-TV content ecosystem in Nigeria and the primary gatekeeper for premium ad inventory on subscription TV.
• Banijay: Largest independent global content producer with a portfolio of entertainment formats including Deal or No Deal, Fort Boyard, and Survivor adaptations; comparable as a global format licensor operating the same licensing-and-local-adaptation business model.

Direct peers

• Big Brother Naija: Flagship Nigerian reality/competition entertainment format airing via MultiChoice's Showmax and DSTv, targeting the same mass Nigerian audience through advertiser-supported monetization — the most direct comparable for large-format advertiser-funded entertainment in Nigeria.
• Wale Adenuga Productions: One of Nigeria's longest-running independent TV production companies, responsible for the Nigerian adaptation of Who Wants to Be a Millionaire and other game shows. Directly comparable as a Nigerian licensed-format producer competing for the same advertiser and broadcaster relationships.
• Who Wants to Be a Millionaire Nigeria: Localized version of the globally licensed Sony/Fremantle game show format produced in Nigeria — directly comparable as a licensed-format, ad-funded, prize-driven TV game show targeting Nigerian audiences with the same broadcast-partner economics.
• Nigerian Idol: Long-running Nigerian talent competition show produced under international format licensing, distributed on the same MultiChoice/Africa Magic ecosystem. Comparable as another internationally-licensed, ad-funded, audience-vote-driven entertainment franchise targeting Nigerian viewers.

Others

• FremantleMedia: The global rights holder and licensor of The Price Is Right franchise; directly comparable as the upstream IP licensor whose economics and renewal cycles determine the subject company's product viability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PriceIsRightNg
• YouTubeyoutube.com/@thepriceisrightnigeria4156
• Facebookfacebook.com/PriceIsRightNg
• Instagraminstagram.com/priceisrightng

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Price Is Right Nigeria