This document discusses game-based marketing strategies in Indonesia. It provides examples of brands from different industries that have used games to engage audiences, including Lamborghini, Magnum ice cream, and the Olympics in Russia. Research findings show that 70% of the most popular websites use game mechanics and that 64% of Indonesian Facebook users are gamers under age 35. The document also outlines strategies for brands to use games to promote their products, educate consumers, conduct market research, and drive in-store activations in Indonesia. It provides case studies of successful game-based marketing campaigns for brands like Pocari Sweat and Cerebrovit vitamin supplements.

1. GAME BASED
MARKETING
INDONESIA GAMING INSIGHT 1.1
Vincentius Hening W. Ismawan
@skullomonster

2. WORLDWIDE
ACCEPTANCE

3. GAME through all audience segments
Lamborghini, as super
luxury automotive brand
also launch Huracan driving
simulation game in their
website
Magnum, representing
adult feminine ice cream
brand, consecutively
launched more than 3 web
games (2011-2013)
Olympic Change - Russia,
create gamified campaign
for all ages (including
elderly citizen) to do squat
in front of arcade system
to get free subway ticket

4. 70%site of the months
winners = games or
applied game
mechanics:
• Achievements
• Goals
• Rule
• Scoring
• Competition
DOMINATION
FWA = Favorite Website Awards, the no.1 global website
awarding / review.

5. INDONESIA CURRENT
CONDITION

6. 64%
25%
11%
Age Demographic
Indonesian Gamers on Facebook
<1920-35
35+
1 out of 3
Are playing games
Sources
• (http://www.mediaindonesia.com/read/2011/07/21/243912/292
/7/Pengguna-Internet-di-Indonesia-Didominasi-Anak-Muda)
• (http://salingsilang.com/pro/publikasi/baca/indonesia-social-
media-landscape-q1-2011-2nd-salingsilangcom-report)
• source: Facebook Create an Ad

7. Gamer Generation Understanding
• Achievement oriented
• Pursuing positive feedback
• Less brand loyal
• Gen Z is the first generation who
experience digital/internet era since
they were born
• Gen Z is born mostly from dual
income family and more spoiled in
entertainment
Y
Z1995 - 2012
1977 - 1994
Sources:
1http://www.socialmarketing.org/newsletter/features/generation3.htm
2http://legalcareers.about.com/od/practicetips/a/GenerationY.htm
Frontier Marketing Club Seminar, April 2014

8. Commitment
HARDCORE
gamer: 25-32
hours / week
(47%)
CASUAL gamer:
less than 8 hours
/ week (66%)
Some of the hardcore gamer are
actually playing in less time per week:
9-16 hours (22%)
Top preferences situation
• After work/class
• While waiting – killing time
purpose
• Before sleep
Money Spent
Hardcore Gamer treat games as NEEDS
Regardless of their income / spending level.

9. Reasons of Play
• People who play
(entertainment) games are not
motivated by real prize
• Most gamers are motivated by
the gameplay itself
This segment can be utilized as the
brand loyalist once they have
engaged with the gameplay
60%21%
8%
11%
MOTIVATION
Gameplay is fun, not boring
Theme, Characters, Visual Elements
Friends has played
Updates & Surprises
+Benefits of local
contents:
43% gamers regard local
contents bring unique attraction
to play.

10. BRAND INVOLVEMENT IN GAME
• Developing game based promotion still bring
positive impact to the brand, as long as the
game is good (quality & experience). Then player will
enjoy it.
0
10
20
30
40
50
60
70
Perception
Gameplay no. 1 Appreciate the Brand Prize no. 1

11. BRAND PERSPECTIVE

12. Indonesia Brand Goals*
Advergame Project Goal 4P’ PROMOTION
Goals
REMIND
PERSUADE
INFORM
Drive SAMPLING
& FREQUENCY
DATA GATHERING
ENGAGEMENT
Drive CROWD
(BTL event)
Market Research,
Lead Generation
MARKET
EDUCATION
*from our 4 years of experience in advergame industry

13. agatelevelup| introduction- 2014
7000 daily
users Indonesia
30k Monthly
Active Users
Click to play game
1st Winner
230,000 Userbase
HOW WE DO THIS?
• Strong theme: Football
• Super social gameplay (community based)
• 2 years intensive maintenance and customer
service
Sponsorship Open

14. agatelevelup| introduction- 2014
SALES DRIVER: Pocari Sweat Futsal Online (2012)
Pocari Sweat wanted to create engagement program, supporting the BTL campaign Pocari Sweat Futsal
Championship. This online campaign collaborates with the biggest mini market chain in Indonesia,
Alfamart, to create unique code through purchasing in store.
• A real social gameplay: player must cooperate with his friend to get succeed in the competition.
Teamwork is important.
• 10-15 action per day, to make the interaction casual
• Good reception on PocariID wall, and special fan made group
More than
40%
Retention rate:
users who play
today and come
back tomorrow
More than
5300
Players on
30 first day
All time Total Sales
>9900
bottles
From 5 months
campaign
2 users bought
483
Bottle within
5 months
Click to play video
= 3Bottles /DAY

15. agatelevelup| introduction- 2014
• 2012, Cerebrovit Xcel wants to create its IP, brand
engagement in digital, and product activation (push
sales) using the game
• The game brings the twist of popular social game
into school centered virtual world, where they can
socialize around with virtual friends
• Player will need to improve their intelligences to be
the best in school, as well as improving the school’s
accreditation rating
Result:
• 6 minutes average all site visit
duration
• 201 peak daily active users
• The client was satisfied with the game
performance and decided to extend &
update the game up to 1.5 year
ENGAGEMENT
Cerebrovit Academy achieves the 1st winner
of INAICTA 2013 – Advergame Category

16. agatelevelup| introduction- 2014
CROWD DRIVER: BNI Jimbe Flood Runner (2014)
Result
Very effective way to improve Below
The Line – Activation. Almost
everybody is coming to the booth,
getting curious to try this game
Improve conversion rate to new
opening account up to 3x
Mission:
• Driving Crowd to Booth by creating curiosity & excitement.
This is another challenge to overcome. While BNI is sponsoring Java Jazz
2014, musical theme is brought to the game.
We modify a Jimbe (musical instrument) with sensors & LED to perform
as controller in the game.
The game itself is branded with flood theme, which was an unforgettable
disastrous moment to audience who live in Jakarta regions but
transformed in a fun way.
Fun fact:
Most player will get his/her hand
slightly bruised after hitting the jimbe
very hardly
Click to play video

17. Thank You!
@skullomonster

18. SMILE!
IT’S MONDAY
This slide was presented in Jakarta Marketing Week 2014 “NETIZEN Hour”
a joint event MarkPlus & MobileMonday Indonesia @ 12 May 2014

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