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Indonesia esports market 2019

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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

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Indonesia esports market 2019

  1. 1. Indonesia Esports Market 2019 Oct 2019 | Ridwan Gunawan
  2. 2. Indonesia Overview
  3. 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 ------------- Brand love to make esports tournament in those 5 cities because got big responses from fans that live in there Statistic
  4. 4. Fun Fact ------------- Internet always being big issue in Indonesia especially for mobile games. Connection not stable ! Internet Download Speed Upload Speed “ When playing online multiplayer games, you not only need best download speed connection but need best upload speed connection too “ -developer- Source : opensignal
  5. 5. Fun Fact ------------- Indonesia market is medium - low handphone with android market above 90% Smartphone Download Speed Upload Speed 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. 6. Total of Games Revenue in 2018 Download Speed Upload Speed Question of the day : How can Indonesia got total revenues $1,084 million when credit card penetration only less than 8% ? Is this data valid ? Answer : you can contact me to get the answer directly or you can find it by yourself :) Hint ! - Games not only all about mobile games or video games - Read this link : https://s.nikkei.com/2 pjZO5j Source : Newzoo, Nikkei
  7. 7. Indonesia Esports
  8. 8. Opinion ----------- ● Mobile Legends still being the most popular game in Indonesia. Also people love to play PUBG Mobile, Free Fire and COD Mobile (when they do survey, COD M not yet launch) ● For PC games : Dota 2 and PUBG still being favorite in 2019, but it’s quite hard to create PUBG PC Tournament (resource) ● For Console games : PES, FIFA always being favorite because Indonesian people love football, tekken also being favorite for fighting game. ● Mobile games more being popular in Indonesia than PC or Console Games because of it’s free to download Popular Esports game Download Speed Upload Speed Source : Hybrid
  9. 9. Esports Title Game Statistic Download Speed Upload Speed Played within last 3 months (Q2 2019) Fun Fact ------------- Esports Mobile Games is very popular for last 3 years and pool prize quite high for a new industry in Indonesia Source : Hybrid
  10. 10. Reason for playing Download Speed Upload Speed Opinion ----------- ● In Indonesia,people play game just for fun, parent still have negative paradigm about “game as a promising career” ● Great gamification is a key to survive in Indonesia market. It will make people keep play than friends factor ● Many pro player use their opportunity as a gamer to be a content creator Source : Hybrid
  11. 11. Top 5 Pro Player VS Gaming Youtuber Question of the day : Which one’s more popular? pro player or youtuber ? 1. MiawAug Subscriber : 6,98 million 2. Xccurate , CS : GO Player Revenue : US$ 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. 12. The Biggest Esports Tournament 2019 Download Speed Upload Speed 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. 13. 2019 Indonesia Esports Issues Download Speed Upload Speed 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. 14. BRAND OR SPONSOR in Indonesia Esports Industry
  15. 15. Who already be Sponsorship Upload Speed 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. 16. Questions 3 questions that brand often to ask me Upload Speed 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. 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. 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. 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. 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
  • sbepstein

    Oct. 31, 2020

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

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