In a groundbreaking partnership that promises to elevate the entertainment landscape in Nigeria, Genesis Studios has announced SmartCash by Airtel as the official headline sponsor of the classic game show “The Price Is Right”, which returns to Nigerian screens this year.

The relaunch of “The Price Is Right” in Nigeria is not just a comeback, according to Genesis Studios, which are the local production company of the iconic game show; it is a celebration of an “amazing global franchise” which holds the prestigious title of being the longest-running game show in the world, having excited millions of international viewers for decades.

As the timeless and interactive program makes a new mark with Nigerian audiences, the producers have promised that it would bring with it a legacy of fun, excitement, and the opportunity for the viewing public to win mind-blowing prizes.

Partnering with Genesis Studios as headline sponsor of The Price is Right in Nigeria, SmartCash has also assured fans of the show of an enhanced viewing experience, courtesy of the mobile money platform’s dynamic features.

Expressing optimism about Smartcash as primary sponsorship, Chief Executive Officer of Genesis Studios, Olatubosun Olaegbe, stated that, “The time is right for The Price Is Right in Nigeria. It has been a beacon of entertainment globally for generations, and with SmartCash by Airtel as our sponsor, we are taking it to new heights the way only Nigerians can. This partnership adds a layer of innovation to the show, and we are excited to create a game show that will be remembered for its captivating entertainment and engagement.”

Launched by leading telecommunications company, Airtel, Smartcash PSB is a payment platform, which has provided mobile money services, enhancing modern lifestyle by facilitating seamless payments and building a bridge between consumers and merchants.

Olatubosun added that the sponsorship of The Price Is Right by Smartcash would bring a new dimension to the show. “Through this collaboration, The Price Is Right becomes more than just a game show; it becomes a platform that integrates entertainment, commerce, and technology, offering a distinctive and collaborative experience to both contestants and viewers,” he said.

Aligning with Olatubosun, the Chief Executive Officer of Airtel Nigeria, Carl Cruz, noted that the support of The Price Is Right by Airtel would ultimately be to the benefit of fans and customers.

“As SmartCash embarks on this exciting journey as the headline sponsor for The Price Is Right Nigeria, we are thrilled to be part of an iconic show that transcends the realm of entertainment. Our commitment to fostering meaningful connections among our users aligns seamlessly with the show’s ability to bring families together through laughter, excitement, and interactive engagement. We believe that this strategic partnership will not only redefine the landscape of entertainment but also create positive emotions among audiences,” Mr. Cruz said.

Anahita Kheder, Senior Vice President, Middle East, Africa, and SouthEastern Europe at Freemantle Media, global format owners of The Price Is Right, affirmed in a statement that, after the huge success of Idols, Got Talent, and X Factor in Nigeria, there are high hopes that Genesis Studios would bring The Price is Right Nigeria to its full potential, especially as the legendary US version of The Price Is Right currently attracts over 5.4 million viewers per episode.