The research found that mobile devices were preferred among 96% of the 1,021 Indonesian respondents surveyed, with a striking 61% engaging in daily gaming sessions.

Mobile gaming dominance in Indonesia outstrips the statistics for its regional counterparts, and is a phenomenon attributed to the affordability and accessibility of smartphones in the country. Brands therefore stand to gain significant traction by capitalizing on mobile platforms for top-of-funnel activations.

Despite the prevalence of mobile gaming, PC and console gaming retain a dedicated audience in Indonesia, notably fueled by the popularity of portable devices like Nintendo Switch. These platforms offer immersive experiences, higher quality games and foster competitive gameplay, creating an environment conducive to brand integration. For brands eyeing engagement in PC and console gaming realms, the emphasis lies on fostering social and multiplayer interactions.

The gaming industry's exponential growth trajectory is evident, with PwC projecting global ad revenue to double by 2027, reaching a staggering US$100 billion in 2025. The industry is burgeoning in Southeast Asia alone: It is presently valued at $6.9 billion, bolstered by a robust community of 270 million gamers.

Rajat Basra, CEO of OMG Indonesia, underscores the strategic imperative for brands to navigate gaming collaborations judiciously, ensuring seamless integration into the gaming milieu.

"Mobile gaming presents a lucrative avenue for brands, yet strategic alignment and contextual relevance within the gaming ecosystem are paramount. Brands must discern the diverse gaming moments and experiences to effectively engage with the evolving gamer demographic," Basra notes.

For brands aiming to tap into Indonesia's gaming demographic, the OMG APAC study offers invaluable insights into consumer behaviors and preferences. The top four key takeaways are:

1. Understanding gamer interests: Brands should align with gamers' interests, leveraging in-game collaborations while exercising moderation and offering incentives for engagement.
2. Timely engagement: Targeting gamers during scheduled gaming sessions ensures optimal reach; moderation and compatibility with prevalent technologies are imperative.
3. Genre relevance: Brands should tailor gaming strategies to align with popular genres, particularly by leveraging a multi-gaming approach to cater to diverse audience segments.
4. Identity dynamics: Acknowledging varying perceptions of gaming identity among Indonesians, brands can tailor strategies to resonate effectively with different audience segments.

The Unlocking Gamers in Asia Pacific research underscores the dynamic landscape of gaming preferences and behaviors across the region. Involving respondents with balanced gender representation and a diverse demographic profile, its findings provide a comprehensive understanding of Indonesia's gaming ecosystem within the broader APAC context.

Overall, the OMG APAC study shines a light on Indonesia's ascendancy in the region’s gaming arena, offering brands a strategic blueprint to navigate the evolving landscape to effectively engage with the distinct demographic of discerning Indonesian gamers.

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