We will be starting a series called #KnowYourMarket, where we will be exploring the various countries and their mobile gaming community, their significant growth and unique cultural distinctions so game developers get at least a basic understanding about the mobile gaming market in a diverse space like Asia. In knowing, game developers and publishers will be more equipped and attuned to making calculated decisions when interacting with the various demographics that will discover their games.
Today, we’ll start off with one of the countries that slab has had intimate engagements with the mobile game developer community from last year, Indonesia!
Located off the coast of Southeast Asia, Indonesia is an archipelago which spans a distance equivalent to one eighth the circumference of the earth. It consists of seventeen thousand islands that form a total of 38 provinces, nine of which presently hold special status. Its long history has given rise to a rich culture and diverse population that complements the natural beauty of the country. It is run by a centralized government and its official language is Indonesian, both of which are uniting factors of an otherwise highly diverse geographic and human environment.
Indonesian is the most widely spoken language in the country, while other languages are spoken by people as per their region of residence or nativity. The median age of the Indonesian population is roughly 29, indicating a generally young population.
The Indonesian Gaming Market
In a population of over 277 million people, gamers form less than half of the demographic at 116 million. Mobile gamers, however, make up the vast majority of this number at a staggering 114 million, leaving only 2% of gamers who do not play games on mobile devices. It is predicted that the number of mobile gamers in the country will rise steadily in the next few years with the simultaneous rise in the number of smartphone users in urban and rural areas alike, and mobile gaming will dominate the Indonesian gaming industry as well.
The gender distribution of gamers in Indonesia seems to be a nearly even split, with 51% male and 49% female gamers. Over 90% of the gaming population is reasonably well educated; 54% are highly educated, while 40% have at least successfully finished high school. Gamers aged in the 10-20 bracket form 35% of the gamer population, while those aged between 21 and 35 are ahead by seven points at 42%. Older gamers are also enthusiastic about gaming, with ages going up to the mid forties.
Popularity of Mobile Games
As in several countries, online gaming especially on mobile phones saw a significant rise during the pandemic. Studies have concluded that Indonesia comes second in terms of growth in the number of mobile game app downloads per year, and follows close behind China, Vietnam and India in the average number of hours spent on mobile games per week.
RPGs are the most popular genre of games among Indonesian gamers, closely followed by real-time strategy games. Action based games are further down on the list, with action-adventure at #6, battle royale at #7 and fighting games at #10 in terms of popularity.
Marketing Reach through Mobile Games
In recent times, marketers have begun to use in-game advertising options in order to increase reach to a wide range of users. The Indonesian population prefers watching ads to paying in order to progress in a game, and players have reported that they remember the advertisements that they watch for several reasons. The growing gaming industry in the country seems to have simultaneously given rise to a new trend in marketing methods, which is indicative of the significant potential of the industry.
And that concludes the first of our #KnowYourMarket series! Tune in to the next entry as we cover the country of India!
Are you an Indonesian mobile game developer? Tell us about your experience developing your game in your market! Use #KnowYourMarketSlab in social media or tag slab in your post! We’d love to know your story working in the largest gaming market in Southeast Asia.