If you’re reading this, chances are you’ve either played an UnboxED card game or heard someone rave about it. It’s widely popular today, but it wasn’t always the case.
In fact, four years ago, the product didn’t even exist. Just two years ago, it was merely a complimentary product under MOBicure’s myPaddi platform, created to advance sexual and reproductive health education among young Nigerians.
Today, with 14 editions (including two deluxe versions), UnboxED has become MOBicure’s top revenue generator, surpassing the myPaddi Shop and accounting for 85% of all purchases in 2024.
Here’s the story of how it all happened.
How it started
The parent company MOBicure started in 2015 when two medical school classmates from the University of Benin, Dr Charles Immanuel Akhimien and Dr Emmanuel Owobu, set out to provide mobile technology solutions to pressing health issues in developing countries, starting with Nigeria.
Their first product, OMOMi, was a maternal and child health app designed to reduce childbirth mortality. Within three years, Omomi had garnered nearly 40,000 users and made a tangible impact. Despite its undeniable impact, OMOMi failed as a business case. The founders also realized there was a larger, interconnected problem: a severe lack of sexual and reproductive health resources that resulted in high cases of unintended pregnancies among young Nigerians.
To address this, MOBicure launched myPaddi—its second product—in late 2018, a platform for young people to discuss sexual health freely and anonymously while accessing accurate, bias-free sexual wellness resources.
The platform evolved to include a shop offering sexual and reproductive health products like test kits and contraceptives. Later, it expanded to include sexual wellness products such as lubricants and adult toys. By December 2019, the myPaddi Shop had begun to gain traction, solidifying myPaddi as a leader in Nigeria’s sexual wellness space.
With myPaddi in full swing, the co-founders thought they could do still more to improve how Nigerians across demographics interacted with sexual and reproductive health, sexual rights, and sexual wellness. And they did—but how did they go about it?
Dr Akhimien recalls, “We wanted to create a product that not only served the educational purpose but also engaged people in a way that felt natural and fun by making serious conversations about sex and intimacy approachable, interactive, and even exciting. UnboxED Games was the perfect vehicle for this.”
The rise of UnboxED Games
In 2021, MOBicure introduced UnboxED Games as an innovative way to advance its sexual health education mission. It was an experiment—a daring attempt to integrate conversations about intimacy and sexual wellness into entertainment.
The first three editions—Family, 18+, and Couple—were created to spark meaningful discussions about comprehensive sex education (sexual health, rights, and wellness) and relationships through fun and interactive gameplay.
Initially sold under the myPaddi Shop, UnboxED Games made modest contributions to overall sales. However, by April 2022, its growing popularity led MOBicure to establish a dedicated Instagram page and website for UnboxED. The move was soon justified because, by the end of 2022, UnboxED products accounted for 39% of orders in the myPaddi Shop.
“From the beginning, our goal was to use technology and innovation to solve pressing health challenges in Nigeria. UnboxED Games emerged as a natural extension of this mission—an innovative way to educate and engage young Nigerians on sexual wellness in a fun and non-judgmental way,” Dr Owobu noted.
Fast forward to 2024, UnboxED Games has grown into a full lifestyle brand and now accounts for most of the revenue, with myPaddi Shop products making up only 15% of the total orders.
Let’s explore how UnboxED captured the hearts of Nigerians and established itself as the leader in the lifestyle space.
Where did UnboxED Games go in 2024?
UnboxED reached 124 destinations across 32 states in Nigeria, overcoming logistical hurdles to achieve such extensive reach and solidify its presence nationwide. This widespread reach was fueled by a 150% year-on-year revenue increase, driven by strong demand and effective distribution. From Ikeja to Awka to Jalingo, the games travelled far and wide, meeting the needs of Nigerians who sought unique ways to play, learn, and strengthen their bonds.
After ranking the proportion of all orders by state, Lagos led the way, contributing 41% of the total sales, with Abuja (11%) and Benin-City (10%) following closely. Other cities like Port Harcourt, Ibadan, and Warri also showed strong adoption rates, each adding to the growing community. The numbers painted a picture of a product that resonated deeply within the Nigerian market, proving that intimacy and connection are universal languages, regardless of geography.
What did Nigerians buy?
From January 1 to December 14, 2024, the myPaddi Shop and UnboxED Games recorded 5,267 total orders, with an average revenue per order (ARPU) of ₦26,512.
UnboxED products dominated the 2024 sales charts. Among the 14 offerings, the Couple Deluxe Edition led sales with 1,048 units, followed by the Bedroom Commands Edition and Do or Drink Edition at 818 and 810 units respectively. These three editions alone accounted for half (50.79%) of the total units sold.
Notably, 85% of all orders in 2024 included at least one UnboxED game, a staggering jump from the 39% recorded in 2022. This shift signals not just a growing acceptance but a preference for UnboxED as a central tool for relationship and sexual wellness.
The success of UnboxED card games tells a bigger story. By gamifying conversations around intimacy and making it accessible, UnboxED bridged cultural and societal gaps, encouraging customers to talk about sex openly and embrace playfulness in their relationships.
How did Nigerians buy?
myPaddi Shop and UnboxED Games run eCommerce models. Primarily, the sales channels include WhatsApp, Instagram, and website. UnboxED Games also stocks card games in major supermarkets and runs a distributor chain across Nigeria.
Marketing the UnboxED card games particularly thrived on digital platforms. The dedicated Instagram page accounted for more than half (58%) of the total sales, with WhatsApp following at 25%, reflecting the preference for personalised, interactive shopping experiences. By leveraging digital platforms like Instagram and WhatsApp, MOBicure turned social commerce into a powerful sales tool. Real-time customer interaction and targeted digital campaigns streamlined the buying process, converting direct messaging into effective sales funnels. This approach not only drove 58% of sales through Instagram but also strengthened brand trust and visibility. Offline shopping made up only about 9% of the total revenue.
Interestingly, many customers browsed products on both the myPaddi Shop and UnboxED websites but completed their purchases through direct conversations with sales representatives on Instagram and WhatsApp. This behaviour further emphasises the importance of trust, human connection, and discretion in the lifestyle-sexual wellness market—an insight MOBicure has carried forward in refining its sales strategy.
“Our strategy was to leverage digital platforms to build a deeper connection with our customers. WhatsApp and Instagram have become not just sales channels but essential parts of the customer experience,” Dr Akhimien explains. “Nigeria is a notoriously lowtrust environment. These social commerce channels allowed us to engage with our community directly and maintain the trust crucial in the sexual wellness and lifestyle market.”
From myPaddi Shop to UnboxED Games
The pivot from myPaddi to UnboxED Games wasn’t accidental. Its growth stemmed from MOBicure’s keen ability to identify and adapt to shifting market dynamics. While myPaddi’s sexual wellness products dominated initially, the fun, relatable nature of UnboxED Games resonated deeply with its target audience.
By creating unique card games—tailored to couples, friends, and families—MOBicure tapped into the universal appeal of games, leveraging social media and WhatsApp as its primary marketing tools. The shift wasn’t about abandoning myPaddi but, a strategic focus on a product with broader appeal and greater scalability.
UnboxED’s success isn’t just about sales numbers; it represents a cultural shift. From the data, it’s clear that more Nigerians are embracing tools to foster intimate conversations and deepen their relationships. In a society where topics around sex often remain taboo, the rise of UnboxED highlights a growing openness and willingness to explore intimacy in healthier, more interactive ways.
For example, one customer in Abeokuta shared how playing the Couple Deluxe Edition helped them and their partner open up about topics they had avoided for years. According to them, “It was like the game gave us permission to talk freely, and, I can tell you for free, our relationship hasn’t been the same since.”
A look ahead
UnboxED Games’ growth reflects MOBicure’s journey from a health-focused tech startup to a diversified lifestyle brand. With 14 editions already launched and more in the pipeline, UnboxED is positioned for continued growth and success.
MOBicure’s co-founders have demonstrated that adaptability and a customer-centric approach can redefine a brand’s trajectory. The story of UnboxED is a testament to innovation, resilience, and the courage to pivot when opportunities knock.
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