As told by Emmanuel Nwosu
I’m a gamer – not a particularly good one, but there’s something about pressing buttons that releases a rush of endorphins I keep coming back for. On a rainy Saturday morning, I picked up my phone to try Rise of Fearless, a new battle royale peer-to-peer (P2P) game that launched on May 3. Its creator, Kanessa Muluneh, had mentioned there’d be a launch party in Ethiopia that weekend.
When we spoke again on May 14, her storytelling captivated me. The way she talked about trying something new – her voice laced with passion – made it clear: Rise of Fearless is more than just a game for her. It’s personal.
My first session, however, was less than smooth. After creating a game login, I waited what felt like an eternity to get matched. The game buffered endlessly, finally dropping me into a solo session while waiting for others to join. I roamed the map as my avatar, collecting weapons and swinging at air. Minutes later, the game kicked me out – no one had joined. My playtime ended before it really began.
Two weeks later, I asked Muluneh the obvious question:
“I love the concept, but P2P battle royale games thrive on active users. How do you plan to build network effects?”
She acknowledged the early hiccups.
Just after launch, the team introduced a game tournament, and downloads on Google Play surged from 100 to over 1,000.
“Africa’s gaming industry doesn’t have many wins,” she told me. “But Rise of Fearless could be as big as Call of Duty Mobile or Fortnite.”
Still, I had feedback: the game needs work – better graphics, tighter storytelling, and more polish. Muluneh didn’t flinch.
She’s well aware of the game’s flaws and committed to improving them.
From Dire Dawa to the Netherlands
Muluneh was born in Dire Dawa, eastern Ethiopia. When she was three, her parents fled civil unrest and moved to the Netherlands.
“Ethiopia was an imperial state before we shifted to our current system,” she said. “During the civil war, people were forced to hand over assets to the government. My father chose not to fight – he left.”
The move changed her life.
In Ethiopia, her family was well-off. In Europe, they became economic refugees. Adapting to a new culture with unfamiliar values was tough.
Yet, the Netherlands became the launchpad for her entrepreneurial career. She has started six companies and sold four, raking in over $9.5 million in total.
Her most pivotal deal? Selling a medical tech company at 21 for $500,000.
In 2013, during medical school, she was tasked with identifying a real-world problem during her internship. She noticed that most clinic assistants – primarily women – had to quit or pause work during family emergencies. Their roles, like phone-based patient triage, could easily be done remotely.
So she created a system that allowed medical staff to handle calls and access patient records securely from home. At 21, she was managing lawyers, developers, and insurance advisors to bring the idea to life. It was eventually acquired by an insurance company, validating her instincts.
She’s since launched ventures in fashion and women’s football. Now, she wears an investor’s hat, backing Web3 and blockchain startups. But that’s not her only focus.
“I’m mostly investing in AI right now,” she said. “I love businesses that solve problems. That’s how I started. And I’m looking to back traditional African businesses in sectors like agriculture and manufacturing.”
Press Start: Inside the Battle of Adwa
Rise of Fearless draws inspiration from the historic Battle of Adwa – a defining moment in African history.
During the 1884 Berlin Conference, Italy claimed Ethiopia. The Ethiopians had other plans.
The 1896 Italo-Ethiopian war ended in Ethiopia’s victory, making it the only African country never colonised. For Muluneh, the story has deep meaning.
“It’s a vital part of our history, especially the role of women,” she said. “Taytu Betul, the emperor’s wife, convinced him not to give up. She helped shape the strategy that led to victory.”
The game reflects this spirit. Players team up to battle enemies using traditional weapons and climb leaderboards. Monetisation will come from in-game advertising – virtual billboards for real brands – and eventually, NFTs.
The @RiseofFearless by @KanessaMuluneh is an African-inspired battle royale game based out of the Ethiopian Battle of Adwa with African-inspired rich heritage.
The game seeks to incorporate #Web3 elements in future enabling players to own in-game assets via #blockchain. pic.twitter.com/orBnu7uPfg
— BitKE (@BitcoinKE) May 18, 2025
Play to Earn and Build Rank
Muluneh shared the roadmap. A play-to-earn (P2E) feature is on the way, letting players earn money through in-game NFTs that they can trade or collect.
The development team? The same one behind Axie Infinity, the blockbuster Filipino P2E game.
“I discovered them while investing in blockchain,” Muluneh said. “Axie Infinity impressed me – people were earning real income. I thought, why not bring that opportunity to Africa?”
Once the initial version is refined, she plans to ramp up marketing and storytelling around a shared Adwa-inspired gameverse. While this project is a passion, it’s also a business.
Her long-term goal is to build a global hit for Africans on the continent, in the diaspora, and for Black Americans.
“Rise of Fearless will be a billion-dollar game,” she said. First, the goal is to reach 100,000 users in year one.
Still, challenges loom – especially regulatory ones. Cross-border payments in Africa are fragmented. Many countries don’t legally recognize NFTs. That, combined with Web3’s shady reputation, could scare users and governments alike.
Silicon Valley Energy
Muluneh is currently closing a $700,000 seed round. She’s had investor interest – but has turned some offers down. Being a founder-turned-investor helps her spot red flags.
“When founders pitch, most talk about how great or unique their product is,” she said. “But investors care about popularity, hype, and how fast we get our money back.”
For Rise of Fearless, she’s betting on strong storytelling and African cultural depth to attract support. That, and a massive revenue potential.
“One investor said they had $8 million and wanted in after I asked for $700,000,” she told me. “But the deal didn’t sit right. If I accepted, I’d be giving away too much too early. I believe this game could be worth billions.”
She doesn’t rule out a future 50% sale – but it’s too early now. The focus is scaling sustainably, then exiting with major returns.
EXPERT OPINION | ‘Africa is the Most Exciting Market in the World and We’re Only at Day One,’ Says Lexi, General Partner, Norrsken22 Tech Growth Fund
When @anovitske started her investment journey in #Nigeria, the tech scene was vastly different from today’s vibrant landscape.… pic.twitter.com/NHKkTqU8PM
— BitKE (@BitcoinKE) September 7, 2024
Still a Long Way to Go
Muluneh admits: there’s still a lot to fix. Though she’s advised many Web3 startups, building a game is new terrain.
“With each update, we face new bugs,” she said. “At times, I considered delaying the launch.”
But she’s sticking to advice from a mentor: build something simple and improve it continuously. And that’s the plan.
“People will be patient with a tech product if they see it’s getting better,” she said. “That’s why community-led marketing matters so much.”
Now based in Dubai, Muluneh travels often to Ethiopia. She’s a mother of three but still has the fire of the 21-year-old who sold a remote-call medical business. She’s eyeing fashion and industrial sectors next – but for now, Web3 is where the battle lies.
REPORT | The African Gaming Market Grew 6x Faster Than the Global Growth Rate in 2024, Says African Web3 Gaming Publisher, Carry1st
Mobile gaming accounted for nearly 90% ($1.6 billion) of the market.https://t.co/hukfOnv92t @carry1st @NewzooHQ pic.twitter.com/XcvY5AkUvq
— BitKE (@BitcoinKE) February 7, 2025
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