One phrase “Mobile is huge in Indonesia”. These statement already been told by either giants Google and Facebook for Indonesia. The internet population achieve 30% from total population this year with growth of average 15% each year. And mobile is 80% from the internet population. Could you imagine that!
People are crazy about mobile phone in Indonesia, as you could see the chart below from TechinAsia
They already predicted to 2018 that the mobile users achieve 100 million users and have probability of more than 90% of the internet population. So even the tiny market segment and huge segment such as low to middle class are using mobile phones.
In term of mobile, there are on unique category that should be highlighted here which is Mobile Games. Myself just played a mobile game app before writing this article, MotoGP. Imagine that there thousands of me playing mobile once in two hours and there will be millions of engagement in month.
Question is how to penetrate more with games?
The quick explanation could be in 3 steps. Create good content ads in video, and great UX with trending UI, Optimize to be top search or top ranking in Google Playstore and Apple appstore, and blast the content ads in social media such as Facebook and Instagram.
Another approach is to grab the gaming community such as bloggers, celegram, and local community in an event or gathering and show up the cool features of the game. They will posted as e-news in their blogs and social media pages which create engagement and high probability to installs.
So the penetration are good by combining in online and offline approach which still higher percentage in online and offline by event and gathering.
The competition also high since you could find thousands of mobile game apps available in Indonesia and the users are highly change game in monthly basis. Therefore loyalty users also become an issue even though most games create substantial loyalty program for these gamers. This is the main issue right now for mobile game industry in Indonesia.