How data fuels the growth of John Ikpeme’s (and friends) Dash Studios

John Ikpeme is the CEO of Nigeria-based Dash Studios. He started his journey as a trained Petroleum Engineer but discovered his true passion for Data Science during his final year at Covenant University. “I worked with a lot of data then,” he recalls, “and I loved how the data told a story and gave insights on what should be done.” Ikpeme’s love for game development only intensifies, despite the demands of his full-time role as a Business Intelligence Analyst at a multi-award-winning Nigerian bank.

Even though his journey is filled with seemingly disconnected paths, it has come together seamlessly. Not only has he kept his multi-award-winning game studio thriving, but he’s also integrated his passion for gaming into his career. “Gaming has done a lot for me and my career,” he says. “Even at the bank, they know about Dash Studios and welcome it.” He appreciates the rare opportunity to grow a business alongside a full-time job. Let’s explore how Ikpeme’s diverse experiences have converged to create a remarkable, data-infused story.

Games were a big part of Ikpeme’s childhood. His first gaming device was a VCD Player, which came with a disc of 300 games. He recalls, “At the time, Cassette players were more popular. So VCD players were being marketed with free games to encourage sales. My parents didn’t buy it for the games—they needed a VCD Player, and it just happened to come with them.”

Data tells a story

Ikpeme, the middle child of five siblings, fondly recalls, “After school, we’d play games for hours until our parents had to seize the gamepads. My mom even hid them for an entire school term once. Since my parents didn’t buy us games, I’d go to a friend’s place to play on his Sega and PS1. I thought he was the coolest. We also played outdoor games like tire rolls and rubber band throws. I was always trying to outsmart my friends.”

As a child, Ikpeme excelled in science, earning the title of best Junior Engineer in Training (JET) at his club. In secondary school, he asked his principal which career paid the most and was told, “Oil and gas are booming.” He decided on that path, enrolling in Petroleum Engineering at Covenant University. However, during his final year project, he discovered a passion for working with data. “I loved how the data told a story and gave insights on what should be done,” he recalls. After a brief stint in Petroleum Engineering, he shifted his focus to data.

The bigger picture

In 2021, Ikpeme fully committed to learning data science by taking online courses. “I started with the basics, like the Google Data Analytics course, which was supposed to take six months, but I finished in two,” he says. He also completed data science courses on Udacity and Udemy within six months. Then, he dove into practical work, creating a portfolio and doing one data project every week using Python, Excel, Tableau, and SQL.

“I focus on data at Dash Studios,” says Ikpeme. “I don’t write any code; instead, I handle data from our games or the market to guide the company’s direction. I also manage updates and clear any new designs before they are implemented. I’m involved in meetings about the game’s future, pitches, and investor relations. While I don’t build the games myself, I guide the developers on what to create. My role involves overseeing the bigger picture, from funding and profit margins to keeping the company running.”

Strong friendship is key

Ikpeme’s entrepreneurship journey began when he was about 11 years old. “My father is a farmer and runs a business, so I’ve always been involved in entrepreneurship. He would give me parts of his business to manage, and I earned money from it,” he recalls. “It was just normal for me; I didn’t know any other life. I even made money during school breaks.” At Covenant University, he took a course on entrepreneurship, which further shaped his skills. Reflecting on his father’s influence, he says, “I apply many principles I learned from him, especially integrity and trust, which are crucial in building a reputation.”

Ikpeme and his co-founders launched Dash Studios in 2018, with a team made up of friends from school. He believes their strong friendship is the key to their smooth workflow. “People often advise against working with friends, but I disagree. Respect is what matters, whether you’re friends or strangers,” he says. The team includes 4 founding members (Goodness Omogbadegun, James Ohia, Ephraim Duvbiama and Ikpeme) and 9 teammates, which allows Ikpeme to balance his full-time job and his role at Dash Studios. “Trusting your team is crucial. Many people burn out because they try to micromanage. But this isn’t just my company, it’s ours. As long as everyone does their part, you stay focused and maximize output.”

Lazy afternoon

“When I joined the industry, I noticed that many game developers try to do everything—coding, animating, designing, and writing. But it’s impossible to excel in every aspect alone. No one can handle all those tasks and make each one great. Plus, as a developer, you can get stuck in your own ideas, thinking what you want is what others want. Having a team helps you share ideas and bring in different perspectives that contribute to the bigger picture.”

The idea for their debut and award-winning title, Nouns Hunt, came to Ikpeme on a lazy afternoon in 2018. Exhausted from a long, mandatory university program, Ikpeme and his friends found themselves retreating to the back of the classroom to play a simple game: Name, Animal, Place, and Thing. What started as a fun way to pass the time quickly turned into a daily ritual. But one day, after losing badly, Ikpeme decided to sit out and just observe. As he watched his friends play, the thought struck him—this could be a great video game. 

Simple yet powerful

Excited, he shared his idea with his future co-founder, but the response was less than enthusiastic. “He reminded me that we are not tech engineers,” Ikpeme recalls. Still, the idea wouldn’t leave him. That night, he began brainstorming names for the game, initially settling on NAPT (short for Name, Animal, Place, and Thing). But it felt uninspired. He slept on it, and the next morning, the word Nouns popped into his head. It was simple yet powerful, and it stuck. From that moment, Ikpeme was determined to bring the game to life. With the help of a graphic designer, the team built their first prototype in just three months.

Nouns Hunt won Best Mobile Game at the Ark Pitch, organized by Africacomicade in October 2023. Ikpeme recalls, “We pitched the game to the sponsors and received great feedback. Later, Nouns Hunt was named Best Title out of Lagos at Out of Lagos in December 2023 and was also nominated at UC Berkeley’s accelerator.” Reflecting on Africacomicade’s community impact, he says, “It’s been amazing. Meeting Oscar was a huge boost for Dash Studios. While I understood the data and market, the local connections and support from Africacomicade have been invaluable.”

Future of gaming in Africa

One of Ikpeme’s biggest achievements was receiving his first investment check for Dash Studios from a friend. This, along with growing media coverage and a rising player base, gave him the validation he needed. “Edu Shola is a friend now, but I first read about him before joining the industry,” Ikpeme says. “From him, I’ve learned how to succeed in an environment that doesn’t prioritize games.” Ikpeme is also focused on the future of gaming in Africa. “Currently, only 3% of gaming revenue stays in Africa, with 97% going abroad. We aim to increase that to 30% in the next 7 years and improve game quality. The best game publishers were the best game developers at some point. Our goal is to be a top African game publisher.”

Reflecting on his journey, Ikpeme notes that if he could speak with his younger self, he would advise him to listen more and focus on community. “I was very naive about a lot of things and always set on my own path,” he admits. “Being part of a community helps you learn about opportunities.”

Have fun exploring names, animals, places, and things with friends just like Ikpeme did by downloading Nouns Hunt. And if you can, don’t miss Africacomicade’s Gamathon from September 30th to October 5th in Lagos, Nigeria, where you’ll join us in celebrating the African Video Games, Immersive, and Interactive media industries. Save the date and join the fun!