WINNING IN INDONESIA: ONLINE MEDIA

STRATEGIES TO WIN THE MARKET

RICKY SETIAWAN
CEO OF IDEA NETWORK
 LITTLE BIT ABOUT US

DUNIAKU.NET
Indonesia’s biggest game media
(+40 million user per year)

GGWP.ID
Indonesia’s biggest esport media
(+15 million user per year)

B2B solutions for companies who GAME PRIME ASIA

want to reach Indonesian gamers One of Indonesia’s biggest
gaming event (13.000
participants)
 BEHAVIOR KEY BEHAVIOR INDONESIA DEMOGRAPHY

GENDER AGE

9%

3,00% < 13

Male 0,4% 83,50% 13 - 24

Female 13%
25 - 34
35 - 44
91%

From the data, it is concluded that the majority of Indonesian gamers are
male (91%) and mostly aged under 24 years old (87%). In other words, most
gamers are millennial boys.
 BEHAVIOR KEY BEHAVIOR INDONESIA DEMOGRAPHY

GENDER AGE

9%

3% 69%
< 13
Male 13 - 24
3%
Female 25 - 34
35 - 44
25%
91%

Jakarta, Indonesia’s biggest city has a similar gamer profile than the national
data, but in terms of age, Jakarta gamers tend to be older. Possibly because
the economic level of Jakarta is better than any other city (parents can afford
to buy games for them when they were kids).
 BEHAVIOR KEY BEHAVIOR INDONESIA DEMOGRAPHY

Others College Students Students

4%
Employee Freelancer
Unemployed
3% College Students Entrepreneur Public Servant
37% Unemployed Others
Public Servant
4%
Entrepreneur
4%

Freelancer
4%
The majority of gamers are
students, however, there is a big
Employee chunk of them who already work as
Students
17% an employee and has a steady job.
27%
 BEHAVIOR INFORMATION ACQUISITION
What is your main source
of information to find new
Printed games?
Magazine
0%
Others
1% Video
(Youtube,
Vimeo, and
Game Media others)
(Website) 27%
Online 18%
There is no dominant way for gamers to find
Forums
3% new games. This means that if you want to
promote your game, it’s better to promote it
through all channels, especially social media,
Youtube, and game media (website).

Google
Poster or Playstore / Social Media
Banner Appstore 28%
0% 15%

Friends /
Family
8%
 BEHAVIOR INFORMATION ACQUISITION SOCIAL MEDIA CONSUMPTION

Path 1%

Instagram 79%

Instagram and Facebook are two of

the most popular social media for
Indonesian gamers.
Twitter 15%

Facebook 78%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

BEHAVIOR INFORMATION ACQUISITION VIDEO CONSUMPTION

TOP 5 GAMING TOP 5 MUSIC

Jess No Limit 3.075.245 Nagaswara 2.752.382

MiawAug 2.350.311 Hanin Dhiya 1.681.559
Rezaoktovian 2.298.504 Musica Studio 1.403.967

Edho Zell 2.205.053 Trinity Optima 1.389.680

Erpan1140 1.941.082 LAST CHILD 1.344.553

Trend in Indonesia is different with the global one. Globally,

music channels are more popular, but Indonesia, gaming
channels have a lot more subscriber.
BEHAVIOR INFORMATION ACQUISITION VIDEO CONSUMPTION

Most subscribed Youtubers in Indonesia provide content

for children (6-12 years old). It is likely that in the next 5
years, as the children are getting older, they will look for
other source of entertainment on Youtube, including
game channel.
BEHAVIOR INFORMATION ACQUISITION VIDEO CONSUMPTION

New trends are emerging: short

videos and live streaming.
 BEHAVIOR INFORMATION ACQUISITION ONLINE MEDIA CONSUMPTION

ALEXA RANK
RANK SITES
INDONESIA

1 Duniaku.net 61 Indonesian gamers on average,

visit 3 gaming website regularly.
2 Jalantikus.com 116
3 Duniagames.co.id 198
4 GGWP.id 311
5 Teknosaurus.com 772
6 Gamebrott.com 1.303
7 Jagatplay.com 1.580
8 Jurnalotaku.com 1.757
9 Kotakgame.com 1.789
10 Upstation.id 2.857
11 Hasagi.gg 4.467
12 Indogamers.com 5.506
13 Revivaltv.id 5.881
14 Inigame.id 7.998
15 Metaco.gg 8.293
 BEHAVIOR PURCHASE

ONLINE GAME SHOPPING BEHAVIOR

<Rp100.000

Rp100.000 - Rp250.000
Rp250.000 -
Rp500.000 Rp250.000 - Rp500.000
Rp100.000 - Rp250.000 5% Rp500.000 -
18% Rp1.000.000 Rp500.000 - Rp1.000.000
2%
>Rp1.000.000
>Rp1.000.000
0%

For gaming expenditure, about 25% says that they

spend more than Rp250.000 ($18) per month. Data
early 2017.
<Rp100.000
75%
BEHAVIOR PURCHASE PAYMENT METHOD

> Rp1.000.000
5%

Rp500.000 –
Rp1.000.000
8% Never buy game or item
16%

When the same question asked to the

respondent in 2018, the result is
<Rp 50.000 significantly different. People now
11%
Rp250.000 – Rp500.000 spending more money on mobile
16% games, especially after mobile moba
came to Indonesia market.

Rp50.000 – Rp100.000
19%
Rp100.000 – Rp250.000
25%
 BEHAVIOR SHOPPING

There are a lot of free alternatives

46%

I don't have a mean to pay the games

16%

I don't wanna spend money for mobile

games 15%

The price is too expensive for me

11%
Why don’t buy
Others
5%
premium games?

I prefer to download pirated games than

buying 5%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

 BEHAVIOR PURCHASE PAYMENT METHOD

INDONESIAN DON’T LIKE CREDIT CARD POPULAR METHOD OF PAYMENT

THE PENETRATION IS LOW, EVEN COMPARED TO OTHER
ASEAN COUNTRIES BANK TRANSFER

37%
VOUCHER

DIRECT CARRIER BILLING

12%
Credit card penetration in Indonesia is very low even when compared with
5% other SEA countries. Almost all research, including from DailySocial and
3%
1% 1% Prestashop, mentioned that the most favorite payment for ecommerce is
Bank Transfer.
a

ia

nd

m
e
s

However, for game industry, Newzoo found out that voucher system is
ne
si

or
s

na
la
ne

ay

ap
pi

also popular. A new system called Direct Carrier billing is also on the rise.
ai

et
al
do

illi

ng

Th

Vi
M

Ph
In

Si

(Source: DailySocial 2015, Newzoo, 2014)

 BEHAVIOR PURCHASE PAYMENT METHOD

PAYING ONLINE

Bank Transfer
Others Cash-on-delivery
17%
Credit card
Paypal
Phone Credit Bank Transfer Phone Credit
6% 38%
Others
Paypal
6%

Credit card
5%
Instead, they choose bank transfer
and cash-on-delivery as their
preferred method of payment.
Cash-on-delivery
28%
BEHAVIOR PURCHASE PAYMENT METHOD

Kalimantan | 11%
Sumatera | 24%

Sulawesi | 9%

Bali & Papua | 5%

Java | 50%

Distribution of revenue from mobile games. Indicated by the purchase of digital

game credit from company “x” Q4 2015
Source: Duniaku.net Internal Research
 AFFECT & COGNITION CHOICE CRITERIA COMPENSATORY

Others

Intrusive/Annoying
Marketing

Bad review
1. People hate “pay to win

Too Expensive 2. Review still affect your

game greatly
Pay to win
3. Although Indonesia is
Religious-related
content religious, sexual content
is ok for gamers
Sexual Content

0 50 100 150 200 250 300 350

AFFECT & COGNITION CHOICE CRITERIA NON-COMPENSATORY (DEVICE)

RAM 2GB

STORAGE
32GB
 AFFECT & COGNITION CHOICE CRITERIA NON-COMPENSATORY (DEVICE OS)

100,00%

90,00%
90,69%
80,00%

70,00% 1. Majority use Android

60,00%
2. iOS game developer will
50,00% find it difficult to win a big
40,00% share in Indonesia

30,00%

20,00%

10,00%
4,33% 2,63%
2,10% 0,25%
0,00%
Android iOS BlackBery Windows Phone Others
THANK YOU