What you or Brand should know before join into esports industry in Indonesia. esports very popular if your target is Millennials but how can you make them consider about your brand in this industry ? Find the answer on this slide

1. Indonesia Esports Market 2019
Oct 2019 | Ridwan Gunawan

2. Indonesia Overview

3. ● Have 34
Provinces
● Capital :
Jakarta
● 269 million
population
● 4th most
populous
country on
the earth
Top 5 the most
growth cities in
Indonesia :
● Jakarta
● Surabaya
● Medan
● Bandung
● Semarang
Fun Fact
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Brand love to make esports tournament in those 5 cities because
got big responses from fans that live in there
Statistic

4. Fun Fact
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Internet always being big issue in
Indonesia especially for mobile
games. Connection not stable !
Internet
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“ When playing online multiplayer games, you
not only need best download speed connection
but need best upload speed connection too “
-developer-
Source : opensignal

5. Fun Fact
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Indonesia market is medium -
low handphone with android
market above 90%
Smartphone
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Indonesia Market Share Q2 2019
1. Samsung (26,9%)
2. Oppo (23,2%)
3. VIVO (17%)
4. Xiaomi (16,8%)
5. Realme (6,1%)
Source : Newzoo

6. Total of Games Revenue in 2018
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Question of the day :
How can Indonesia got total
revenues $1,084 million
when credit card penetration
only less than 8% ? Is this
data valid ?
Answer : you can contact
me to get the answer
directly or you can find it
by yourself :)
Hint !
- Games not only all
about mobile games
or video games
- Read this link :
https://s.nikkei.com/2
pjZO5j
Source : Newzoo, Nikkei

7. Indonesia Esports

8. Opinion
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● Mobile Legends still being the most popular
game in Indonesia. Also people love to play
PUBG Mobile, Free Fire and COD Mobile
(when they do survey, COD M not yet launch)
● For PC games : Dota 2 and PUBG still being
favorite in 2019, but it’s quite hard to create
PUBG PC Tournament (resource)
● For Console games : PES, FIFA always being
favorite because Indonesian people love
football, tekken also being favorite for fighting
game.
● Mobile games more being popular in
Indonesia than PC or Console Games
because of it’s free to download
Popular Esports game
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Source : Hybrid

9. Esports Title Game Statistic
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Played within last 3 months (Q2 2019)
Fun Fact
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Esports Mobile Games is very popular for last 3 years and pool
prize quite high for a new industry in Indonesia Source : Hybrid

10. Reason for playing
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Opinion
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● In Indonesia,people play game
just for fun, parent still have
negative paradigm about “game
as a promising career”
● Great gamification is a key to
survive in Indonesia market. It
will make people keep play than
friends factor
● Many pro player use their
opportunity as a gamer to be a
content creator
Source : Hybrid

11. Top 5 Pro Player VS Gaming Youtuber Question of the day :
Which one’s more popular?
pro player or youtuber ?
1. MiawAug
Subscriber : 6,98 million
2. Xccurate , CS : GO Player
Revenue : US$ 66,444
3. Xepher , DOTA 2 Player
Revenue : US$ 41,817
4. InYourDream , DOTA 2
Revenue : US$ 40,153
5. Dreamocel, DOTA 2
Revenue : US$ 14,2141. BnTeT , CS : GO Player
Revenue : US$ 101,623
2. JezzNoLimit
Subscriber : 6,48 million
3. DylandProz
Subscriber : 6,42 million
4. Frost Diamond
Subscriber : 5,72 million
5. Kemas Pake Z
Subscriber : 5,15 million

12. The Biggest Esports Tournament 2019
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1. Mobile Legends Professional League (MPL )
Season 4 , Pool Prize US$ 300,000
2. SEA Cyber Arena (SEACA) , Pool Prize US$
170,000
3. Mobile Legends Professional League (MPL )
Season 3 , Pool Prize US$ 120,000
4. Piala Presiden 2019 , Pool Prize US$ 110,000 5. ESL National Championship Season 1 , Pool
Prize US$ 100,000
6. JD.ID High School League 2019 , Pool Prize
US$ 90,000
*Based on prize pool
Source : hybrid

13. 2019 Indonesia Esports Issues
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Mobile legends Premier League
As one of esports game that very popular in Indonesia, mobile legends have create their own
professional league which each team that want to join should pay US$ 1,000,000 for 3 years.
Also they make rules that brand or EO that want to create esports event with mobile legends as
a main title should ask for permission to Moonton because they didn’t want 8 teams that joined
into professional league will play in your event.
That’s why in Q3 2019, you never heard again mobile legends tournament except from official
tournament.
PUBG M got Banned because of Religion Issue
As you know, Majority of Indonesia religion is islamic or moeslem. Some of people think that
PUBG M is worst game and can make you being bad boy. Frankly, I don’t knew too much about
this issue but in the end, I have heard that pubg m got banned in one of region in Indonesia,
which is Aceh.
Some regional in Indonesia also think play game is very bad, they agree to banned the game
too.

14. BRAND OR SPONSOR in
Indonesia Esports Industry

15. Who already be Sponsorship
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Inner Circle ( Brand have strong relation with esports
industry)
1. Internet provider like Axis, Telkomsel, Indiehome
2. Third party billing like Unipin, Codapay
3. Streaming platform like Nimo Tv, Game.ly
4. Gaming device like Nvidia, Asus, Acer
5. Gaming gear like logitech, Corsair
6. Smartphone like Oppo, Xiaomi
Outsiders ( Brand don’t have strong relation with
esports but still related)
1. Bank like BCA, BNI
2. Digital wallet like GoPay, Dana
3. Energy Drink like Kratingdaeng, ExtraJoss
4. Tiketing like tiket.com
5. Local TV Like Kompas TV
Alien ( Brand who didn’t have relation with esports
industry except target market only)
1. Ecommerce like Tokopedia, BliBli
2. Governor like Political Organization, BUMN
3. FMCG like Coffee, Snack, Shampoo ,
Instant Noodle, Beverages
Fun Fact
-------------
All brand can become
sponsors if they have
target market : Young
People !

16. Questions
3 questions that brand often to ask me
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1. Is it profitable or loss be sponsors of esports event
in Indonesia ?
2. What should Brand do if we want to be a sponsor ?
3. Why is it so expensive ?

17. 1. Profitable or Loss ?
My Answer is depends of your target or KPI, it can be loss or
profitable.
Look at Brand Funnel image. If your target young people and
your concern is awareness, so esports is a right thing for your
marketing plan. BUT you should remember that esports should
be one of your investments too.
If you only become sponsors for one event and never have plan
to be sponsors again, so forgot about esports. This is not for
your brand.
Look at Inner Circle Sponsor (page 15), they’re routine to be
sponsors in esports event.
Also if you wish young people will buy all of your staff in one
offline event, so forget it except you have great activation that
make people want try to buy it.

18. 2. Brand Should Do This !
My Answer : the important thing is brand activation, also don’t
forget to check what you will get for pre event, event and post
event (if they give it)
HardSell is a big no. Okay ! I know you spend a lot of money for
esports tournament. But that’s not right if you do hardsell to
young people.
Your brand should do creative promotion during this event.
Maybe, you can provide by yourself or collaborate with KOL or
influencer for this event.
If you do hardsell, I can tell some of case study about brand that
failed when became sponsors in esports event. They did
hardsell promotion, push EO to make hardsell, didn’t think about
activation on ground
You should read more on Indonesia Esports section, the first
reason people play game is for entertainment. So, they didn’t
like if they ‘smells’ hard sell since beginning.

19. 3. Why is it so Expensive ?
My Answer : Okay ! I should admit that’s quite expensive to be
esports sponsors especially for big event.
Why ? I have 2 opinion for that
a. Because of resource. Yeah ! that’s crazy if you knew how
much cost for esports production. We need great equipment
and internet connection to make sure the event will run well.
And it needs a lot of money if you talk about tech industry in
Indonesia
b. It’s about lifestyle. Okay, production cost already expensive,
how about the prize poll ? I knew you already know about it
and that’s the reason why you have read my slide until this
page. Yup ! we gave a big prize to make the event being
A-class and people talk about it. It’s more than a game but it’s
about lifestyle and dream of some people that love to play
games.
So is it expensive ? let’s back to question number 2. Is your
activation already make you satisfied or you only get number of
awareness when online event ?

20. Conclusion
These my conclusions of Indonesian Esports 2019 :
● Esports is like an express train. Going so fast and you should
think what can you do with this train !
● Become esports sponsor is not allowed if you only think for short
term strategy
● Should explore more about what can brand do in esports industry
● There’s too much esports event in each week. People will get
boring with this format
● Quite expensive for production cost, influencer fee and anything
that related with esports. Maybe it can be concern of some of
esports association in Indonesia.
● What should we do if our target is have middle-low end
smartphone ?
● Indonesian people habit : Free to play and have a lot of free time
to play