Tag: Gaming

Indonesia – Cinépolis Cinemas Indonesia has made its foray into the virtual gaming world with the launch of its virtual cinema experience on Minecraft Bedrock Edition, marking a first-of-its-kind activation within the popular sandbox game.

Available on all Minecraft-supported devices, the custom-built server transforms the Cinépolis Cinemas brand into an immersive virtual world, featuring mini-games, hidden puzzles, and collectible in-game accessories.

As part of the activation, players can complete interactive missions to earn complimentary movie vouchers, blending entertainment with real-world rewards.

Key features of the virtual cinema experience include a Parkour Challenge, where players navigate obstacle courses set within the cinema lobby, and a Puzzle Hunt that encourages exploration by collecting hidden pieces across the digital space. The platform also includes player-versus-player (PvP) combat zones inspired by cinematic themes. In-game accessories such as popcorn buckets and caps are available for collection, while mini missions offer codes redeemable for select Cinépolis promotions.

The launch coincides with the release of ‘A Minecraft Movie,’ offering a game-based experience that emphasises interactive play and audience engagement. While rooted in cinematic themes, the initiative represents a broader move to extend the Cinépolis brand into digital and gaming spaces.

“With this launch, we’re inviting fans to experience Cinépolis Cinemas beyond the walls of a theatre. It’s fun, it’s digital, and it brings our brand closer to today’s audiences—especially younger movie lovers who live and play online,” said Delfi Kartikawati, brand marketing manager of Cinépolis Cinemas Indonesia.

Singapore – A new report from Adjust has revealed that Asia-Pacific played a key role in driving global gaming growth. It noted that mobile game installs in the region rose 4% YoY in 2024, despite a 3% dip in sessions, signaling opportunities for marketers to refine retention strategies and maximise long-term player engagement.

The report showed that in 2024, hyper casual games led global installs (27%) but accounted for only 11% of sessions, highlighting high churn. In contrast, action games, with just 10% of installs, drove 21% of sessions and the longest average playtime (45.15 mins), indicating strong retention. Strategy apps saw the highest YoY install growth (+83%), while casino (+32%) and arcade (+23%) apps led in session growth, reflecting high engagement. 

In APAC, the Philippines and Indonesia led in gaming app install and session growth. The Philippines saw a 4% increase in installs and 9% in sessions, while Indonesia recorded 21% growth in installs and 6% in sessions. Meanwhile, other markets showed mixed results: India saw a 2% rise in installs but a 1% drop in sessions, while Vietnam experienced a slight 0.3% uptick in installs but a sharp 18% decline in sessions.

In terms of regional session lengths, APAC had a slight increase with users logging in 34.84 minutes per session in 2024 compared to 34.32 minutes in 2023, and longer than the global average of 30.75 minutes per session. Indonesia recorded the longest gaming sessions in 2024, at an average of 44.31 minutes, with the Philippines (43.4) and Singapore (39.14) following closely. Thailand and South Korea remained strong – both exceeding 35 minutes.

The report also noted that gaming app tracking transparency (ATT) opt-in rates increased slightly in Q1 of 2025 to 40% from 38% in the same quarter of 2024. Big contributors to this growth are attributed to India (from 43% to 44.2%), Indonesia (from 54.2% to 58.6%), Malaysia (from 46.9% to 51.9%), Philippines (from 41.6% to 47.4%), Singapore (from 26% to 29%) and Thailand (from 49.7% to 51.4%)

April Tayson, regional vice president for INSEAU at Adjust, said, “Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory. As mobile-first adoption accelerates, it’s developers and marketers focusing on long-term player engagement — rather than short-term gains — who will be best positioned to thrive. Leveraging the power of AI-driven personalisation and hybrid monetisation, to name a few, will be key in building sustainable success in this dynamic industry.” 

She added, “With APAC’s sustained momentum, marketers need to stay agile in adapting to evolving player behaviors. Success will depend on embracing diverse monetisation models, optimising user acquisition across new channels, and continuously refining engagement strategies to keep players invested in the long run.”

Indonesia – Haraku Ramen Halal, an Indonesian noodle brand under the Ismaya Group, has launched The One Noodle, a limited-edition product designed to let gamers eat without pausing their game.

The One Noodle is a 3.5-metre-long, unbroken strand designed for gamers who want to eat without pausing their game. With a thicker texture for better flavour absorption, it allows players to stay immersed in gameplay without interruptions.

“When the agency brought us this idea, I remember thinking—this is crazy, but also genius! Gamers don’t want to pause their game just to eat. It’s fun, it’s different, and it solves a real problem in a way that only Haraku can,” said Dewa Ari, marketing manager of Ismaya Group.

Conceptualised by BLKJ Havas and developed with support from Moonfolks in Indonesia, The One Noodle was shaped by BLKJ Havas’ creative direction and Moonfolks’ digital and content strategy to engage gaming communities.

“We also thought it was crazy, and that’s exactly why we went for it. The craziest ideas are often the best. This idea encapsulates Ismaya’s mission to offer seamless experiences for everyone—in this case, gamers. We’re thrilled to give our fans something that’s never been seen before,” shared Guilherme Machado, executive creative director at BLKJ Havas, and Anish Daryani, CEO of Moonfolks Indonesia.

The One Noodle was released as a limited-edition product and sold out within days. Its launch event featured gaming influencers and media representatives, offering attendees a chance to try the product and highlighting its connection to Indonesia’s gaming culture.

The Asia-Pacific (APAC) region is buzzing with potential, and one of the biggest drivers behind this is its booming population of gamers. From tech-savvy Gen Z consumers in urban hubs to an increasingly affluent and aspirational middle class in emerging economies, the diversity and scale of this demographic present endless opportunities for brands looking to expand their reach.

What makes this even more exciting is the sheer pace of change. Digital adoption is soaring, lifestyles are evolving, and consumer expectations are rising across the board. From innovative e-commerce platforms to thriving social media ecosystems, APAC isn’t just growing—it’s shaping the future of how businesses connect with their audiences. 

With this objective in mind, this is exactly what Mastercard did for its ‘Mastercard Gamer Exchange’ initiative, which helps consumers convert their unspent rewards points into gaming currency across some of the world’s most popular gaming titles. More recently, Mastercard Gamer Exchange expanded its reach in Malaysia through a partnership with Ribena which rewards gamers through the platform when they purchase eligible Ribena products. 

For our latest Top Story feature, we spoke with Kauveri Khullaar, senior vice president for consumer marketing & sponsorships for Asia-Pacific at Mastercard to better understand Mastercard Gamer Exchange’s plans to expand in APAC, and how Mastercard intends to continue tapping into the growing gamer demographic for better consumer experiences.

Creating a loyalty program for APAC’s gaming demographic

Before we explore Mastercard Gamer Exchange’s objective, Kaveri points out first how gaming has become a global phenomenon, captivating over 3 billion people, nearly half of whom are women, across casual and competitive genres. Moreover, the industry, projected to generate US$282b in revenue this year and grow to US$363b by 2027, is a powerhouse of entertainment.

Speaking in the context for APAC, she says, “Asia-Pacific leads the charge, contributing nearly half of global gaming revenue, thanks to its massive base of 1.5 billion gamers. In Malaysia alone, 23 million gamers are expected to drive US$650m in revenue by 2024, highlighting the region’s significant role in the gaming boom.”

Gaming’s growth in the region is supported by growing technological advancements like smartphones and 5G connectivity, which have propelled gaming’s growth, enabling casual gaming during commutes and easy access to free-to-play games. These innovations have contributed to the industry’s impressive revenue. While gaming appeals to all demographics, the most engaged players—who also spend the most—are mass-affluent, digitally savvy individuals aged 35-44.

From this context, Kaveri highlights that it was against this backdrop, and with an ambition for marketing to directly impact revenue, that Mastercard Gamer Exchange was created at the peak of COVID-19.

“It started in 2021 when all travel ceased, decimating one of the largest reward redemption categories. Loyalty programs faced the spectre of increased liability on their financial books owing to points’ accumulation, and frustrated members who were seeing their points value dilute over time; at the same time, stay-at-home entertainment activities were getting a fillip, with video gaming being the biggest beneficiary,” she stated.

Revolutionising rewards with gamers’ passion

For Kaveri, the Mastercard Gamer Exchange solution is designed to let gamers convert reward points into gaming credits across top titles, addressing a gap in traditional loyalty programs. For her, the platform–which is built on the insight that gamers typically engage with multiple games simultaneously–prioritises diverse in-game options and allows bite-sized redemptions, eliminating the need for large point balances.

“This philosophy of engineering a solution with gamers at its heart gave birth to a conversion engine that burns reward points for gaming credits across top gaming titles, giving game-loving consumers a simple, intuitive way to use loyalty points for a form of entertainment that had been largely underserved by rewards programs,” she said.

She also added that Mastercard Gamer Exchange not only enhances the gaming experience for consumers but also creates opportunities for brands to connect with this engaged audience by offering a fresh rewards category. Additionally, it serves as a novel distribution channel for game publishers and developers.

“Not only is Mastercard Gamer Exchange uniquely positioned to reward gamers, but it also plays an important role in connecting brands to this audience. With one simple, seamless solution, any brand – regardless of their sector or industry – can offer their audiences a whole new category in rewards redemption, gaining their loyalty and engagement with this consumer segment. This value proposition is true to what we stand for at Mastercard – connecting people to their passions, and thereby building a deeper connection with our and our partners’ brands,” she added.

Mastercard Gamer Exchange’s Ribena collaboration and the platform’s future

Mastercard Gamer Exchange first entered the Malaysian market in 2023 through a successful collaboration with Boost, achieving strong adoption rates. This was then followed by this partnership with Ribena Malaysia, showcasing the platform’s ability to deliver value across diverse industries and highlighting its appeal to like-minded brands beyond the gaming sector.

“Malaysia boasts a unique melting pot of cultures, which is reflected in its vibrant gaming community.  The campaign with Ribena is still underway, and we have already seen positive traction with the number of redemptions driven by this campaign. This is a clear sign that the approach is resonating with the audience of gamers that Ribena appeals to,” Kaveri said.

When asked about the future of Mastercard Gamer Exchange and Mastercard’s gamer-related initiatives, she stated that the company has been at the forefront of creating unique offerings for gamers in Asia-Pacific and around the world since 2018, being the first global partner for popular game ‘League of Legends’. 

She also added that Mastercard regularly partners with banks to introduce co-branded League of Legends cards that offer cardholders Riot points, discounts and cashback on in-game purchases.

“With Mastercard Gamer Exchange, we will continue to forge partnerships with issuing banks,  merchants and fintech partners who are keen to leverage this lucrative audience and commit to a long-term game of value creation for them,” she concluded.

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The gaming demographic in APAC isn’t just growing—it’s thriving, and it’s reshaping the way people engage with entertainment. With millions of avid gamers across diverse age groups and preferences, the region is a goldmine of opportunities for brands looking to connect with a digitally-savvy, highly engaged audience.

Whether it’s through platforms like Mastercard Gamer Exchange, which seamlessly integrates rewards with gaming, or through collaborations with industry partners, the potential to build loyalty and drive engagement in APAC’s gaming ecosystem is immense. 

Japan – To celebrate the 12th anniversary of the popular tower defence mobile game The ‘Battle Cats,’ creative innovation company R/GA and game developer PONOS have reimagined the experience for players by blending cinematic art and gameplay inspired by Japan’s Sengoku period.

Titled ‘The Way of the Cat,’ the campaign takes inspiration from Japan’s Sengoku period, a time of tactical mastery and conflict. By combining art, gameplay, and storytelling, it showcases the game’s strategic depth, transforming The Battle Cats from a quirky, cute title into a rich, strategy-driven experience.

R/GA brought the vision to life with the Sengoku concept, a centrepiece showcasing the game’s intricate battles and strategies. Enhancing this, the modern Byobu serves as a striking visual element, seamlessly linking in-game artistry with the campaign’s narrative.

This cohesive approach launched a Sengoku-themed in-game event, allowing players to dive into the game’s rich storytelling. Complementing this, social media tactics encourage players to explore and engage with its strategic depth.

As part of the anniversary campaign, two cinematic films inspired by classic Samurai cinema were also released to celebrate the game’s milestone.

Seiichiro Sano, managing director and COO of PONOS, said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.” 

Masaya Nakade, executive creative director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”

India –  Battlegrounds Mobile India (BGMI) has teamed up with Enormous Brands India for its latest campaign, aiming to inspire hardcore gamers to “Find their Vibe” while redefining BGMI as a premium and inclusive gaming platform that resonates with all audiences.

Built around the ‘Seriously Fun’ concept, the campaign highlights how gaming—especially BGMI—serves as both a meaningful and entertaining cornerstone of Indian gamers’ lives. 

The campaign is driven by the insight that, for true enthusiasts, gaming is far more than casual entertainment—it’s a serious passion. In India, where the spirit of competition and resilience is deeply ingrained, gaming has seamlessly become a part of the nation’s cultural fabric.

Developed in collaboration with Enormous Brands India, the ad film captures how deeply BGMI resonates with Indian gamers, embodying the notion that Indians take their fun seriously.

The ad opens with a compelling film that highlights how gaming fits into India’s diverse routines and passions, showcasing gamers from across the country. It also incorporates popular in-game elements and terms, deepening the connection with its audience.

Furthermore, the narrative extends to social media through engaging posts and stories, reinforcing the message that gaming is not just a hobby but a way of life.

Srinjoy Das, associate director for marketing at KRAFTON India, said, “As BGMI continues to grow into a true pop-culture phenomenon, it has also evolved into a deeply immersive and high-involvement experience for gamers across India. The concept of ‘Seriously Fun’ perfectly captures how passionately our players engage with the brand, blending their dedication with quirky, relatable moments from everyday life.”

Ankit Pathak, senior creative director of Enormous Brands, said, “The ‘Seriously Fun’ campaign is a reflection of India’s vibrant and competitive gaming spirit. We wanted to create a narrative that feels authentic and inclusive, celebrating gamers and their diverse lifestyles while showcasing BGMI as the ultimate gaming destination. We’re happy with the way the film has managed to capture the attention of the viewers across varied age groups.”

The ad film will be amplified on social media with engaging content—posts, stories, and community challenges—reinforcing the idea that gaming is a lifestyle, not just a hobby.

Singapore – WPP has announced a global partnership with Roblox, building on several years of collaboration on interactive 3D brand content and advertising. The alliance will help scale expertise among agency teams and brands in leveraging Roblox as a new media channel.

Through the partnership, WPP and its media investment company, GroupM, will join the official Roblox Partner Program as an agency partner to work directly with Roblox to establish a long-term measurement advisory relationship, shaping the future of the brand ecosystem on the platform and setting new standards for 3D environments and immersive media. 

Roblox will also develop innovative ways for WPP’s creative agencies to utilise Roblox’s platform as a creative engine and partner with Roblox creators.

In addition, WPP and Roblox will also work together to pilot a first-of-its-kind Roblox certification program for marketers to deepen their expertise in the platform’s ecosystem. The multi-module training course will be developed for both creative and media agencies, with WPP team members being the first to get certified on Roblox’s platform.

The partnership builds on a longstanding foundation of work that WPP and Roblox have developed together on behalf of global clients including adidas, Church & Dwight, Danone, Nickelodeon and Paramount. Going forward, WPP and Roblox will host a series of client sprint days that bring together experienced Roblox community creators, developer studios and agency strategists to develop a unique activation in one business day.

Tapping into Roblox’s nearly 80 million daily active users and WPP’s extensive experience in the gaming sector, the collaboration includes a broad scope of initiatives from offering Roblox sprint days to a joint advisory council to advance 3D measurement and Roblox platform education, with the aim of pushing the boundaries of creativity on Roblox like never before.

Rob Reilly, chief creative officer at WPP, said, “Roblox is an amazing platform for brands to engage creatively with a young, expanding and valuable audience. By merging WPP’s creative firepower with Roblox’s innovative environment, we will continue to invent new and exciting ways for brands to connect with the next generation of consumers. Buckle up.”

Meanwhile, Stephanie Latham, VP of global brand partnerships and advertising at Roblox, commented, “We’re excited to partner with WPP to push the boundaries of brand creativity on Roblox. This alliance will enable brands to harness our platform’s unique capabilities and connect with our incredible community, driving forward new standards in immersive media and delivering exceptional experiences for a diverse and engaged audience.”

Lastly, Andrew Meaden, global head of investment at GroupM, stated, “Roblox has redefined the way young people interact with the world and discover new products and ideas. We are looking forward to partnering with such an important platform to shape the future of media investment, measurement, and brand engagement in virtual worlds and help our clients navigate this exciting new frontier.”

Philippines – Ampverse Group has launched ‘Ampverse Pulse,’ a full-service next-gen marketing agency designed to transform brand engagement with the booming gaming and entertainment communities in Southeast Asia, India, and MENA. 

Ampverse Pulse will enhance the group’s existing marketing solutions by delivering a comprehensive suite of services for brands and game publishers. This includes strategies for gaming influencers, IP partnerships in gaming and entertainment, in-game advertising, user acquisition, media planning, gaming commerce partnerships, and white-labelled tournaments and events.

The new agency will leverage Ampverse Group’s ecosystem, which encompasses a diverse portfolio of gaming and entertainment media assets, insights from 600 million followers, and a team of experienced professionals. This foundation enables effective strategic planning and activations for over 300 clients targeting gamers, utilising next-gen behaviours and purchase patterns from its commerce products.

Ampverse Group has experienced significant growth in brand partnerships across Southeast Asia and is looking to expand these efforts with Ampverse Pulse, also introducing services to India and the MENA region. With a strong track record of successful collaborations with brands like Samsung, Coca-Cola, and Sony, Ampverse Pulse will provide integrated marketing solutions to engage gaming and entertainment audiences, unlocking new opportunities in the Middle East and North Africa.

Benj Dalmacio, head of business development at Level Infinite, shared, “We are thrilled to have worked closely with Ampverse Group for Honour of Kings’ presence in the recently concluded PGDX Manila 2024. Their team has consistently demonstrated a high level of professionalism, expertise, and dedication throughout our collaboration—helping provide a great experience to our community and to the thousands of attendees during the event.”

The launch of Ampverse Pulse follows Ampverse Group’s achievement of collaborating with over 300 global brands and game publishers, underscoring the high demand and effectiveness of its offerings.

“Ampverse Pulse is not just an extension of our marketing solutions offering, but a next-generation agency that deeply understands youth culture given our gaming DNA. Ampverse Pulse is testament to our commitment to serving the evolving needs of brands and game publishers wanting to deliver business results by being relevant to the next generation,” said Charlie Baillie, chief executive officer of Ampverse Group. 

“As gaming continues to grow across Southeast Asia and the Philippines, this is an exciting time to be here. We want to be strategically positioned to provide Ampverse Pulse capabilities to brands so they can reach the more than 50 million gamers in the country,” Baillie added.

Indonesia – Google Play has teamed up with DDB Group Singapore to launch its new ‘Protect Your Play’ campaign that urges Indonesian gamers to stay vigilant against hidden cyber threats in online gaming.

As Indonesia’s gaming market rapidly expands, Google Play’s campaign aims to alert Indonesian gamers about the risks of neglecting online security, including potential data leaks and scams by cybercriminals on unsecured gaming sites.

The campaign features one of Indonesia’s top action stars, Iko Uwais. Renowned for his roles in The Raid, Expendables, and Star Wars, Uwais is celebrated for his exceptional fighting skills.

Conceptualised by DDB Group Singapore, the campaign film features Uwais navigating the gaming worlds of popular platforms such as Mobile Legends Bang Bang, Freefire, and EA Sports FC. In a dramatic twist, Uwais confronts villains representing online security risks with high stakes as his personal assets and banking details are put at risk.

The campaign also showcases Google Play’s security features, including two-step verification and data encryption, which protect transactions and user data. This technology ensures gamers can safely top up without leaving the game.

In addition to the main campaign film, the initiative features 15-second game-specific ads, gaming influencer battles, and numerous promotions with discounts and game perks, all designed to build excitement and encourage online safety among users. 

Vinod Savio, CCO at DDB Group Singapore, said, “A campaign for gamers has to be engaging. Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”

Amanda Chan, product marketing manager at Google Play, added, “Marketing to a diverse yet deeply passionate audience like the gaming community is challenging. DDB Group Singapore did an excellent job of focussing on our audience’s shared love of game cinematics to create an educational campaign that works. It’s no mean feat, and the results speak for themselves.”

Singapore – Global gaming and entertainment company Ampverse Group has announced the appointment of a new board of advisors comprising distinguished global executives from the gaming, advertising, investment, technology, and media sectors. This strategic move accelerates Ampverse Group’s expansion and solidifies its position as a dominant force in the industry.

The new members of the advisory board include John Redgrave, Marcus John, Rohit Sharma, Oliver Woodley, Chirag Shah, and Gita Ramakrishnan. Together, they will propel Ampverse Group into its next phase of growth under the leadership of Ampverse CEO Charlie Baillie.

As the former vice president at Discord, Redgrave played a pivotal role in the company’s growth and success. He previously founded Lattice, which was later acquired by Apple and Sentropy which was sold to Discord. With a deep understanding of digital platforms and a keen eye for innovation, Redgrave brings invaluable expertise to Ampverse Group’s advisory board.

Meanwhile, for over 3 decades, John has advised Fortune 500 companies, federations, governments, and investors on major sports and entertainment investments, including the Olympic Games, FIFA World Cup, and Formula 1. He is currently the CEO of Sports Capital Advisors and was formerly global head of sports of WPP’s MediaCom and managing director of IMG/Endeavor China.

As the former COO and board member of AnyMind Group, Sharma also founded POKKT, a mobile video advertising platform in India, SEA and MENA that has been backed by Investors such as JAFCO Asia, Jungle Ventures, Singtel Innov8 and GSF.

Meanwhile, Woodley is the global commercial director of Soho House Group and long-time investor into Ampverse, and also formerly held senior roles at VICE Media. 

For Shah, he is a seasoned entrepreneur, having co-founded several ad tech companies, including one acquired by Dentsu. He brings a wealth of experience in Gaming 360, scaling businesses, giving investment advice, and navigating complex markets. 

Lastly, Samakrishnan is a seasoned investor with over 20 years of experience in capital markets, excelling in both private and public equities with a top decile performance record. 

The combined expertise and global reach of this new board will be a driving force in Ampverse Group’s ambitious growth plans. These advisors bring unparalleled experience in digital innovation, strategic investments, and market expansion. Their insights and leadership will guide Ampverse Group in exploring new frontiers, enhancing its market presence, and fueling sustainable growth.

Charlie Baillie, CEO of Ampverse Group, said, “To build a remarkable company, you need a remarkable team. Since founding Ampverse Group in 2019, we’ve been fortunate to attract a world-class group of team members and investors. Looking ahead, we have huge global ambitions, and therefore I’m excited and honoured that such a distinguished group of leaders from the gaming, media, investment, technology, and advertising sectors share our vision and have agreed to join our newly formed advisory board.”