Tag: Google Play

Singapore – Google Play is championing safety in online gaming through its campaign in collaboration with DDB Group Singapore. Through a tournament launch in Thailand and Indonesia, Google Play tests gamers as they practice online safety.

Google Play and DDB Group Singapore’s ‘Play Protector Squad’ brings Indonesian martial artist Joe Taslim into the virtual games, matching his film fight scenes. The campaign spotlights his story, making him relatable to gamers.

Beyond entertainment, the campaign provides gamers the opportunity to be part of Taslim’s protector squad, supporting him in the game.

To be a member of the protector squad, gamers can join the six-week tournament, targeting the highest scores to be selected for Taslim’s team.  Qualified players will also win a trip to Jakarta.

The move is part of a series of campaigns in Southeast Asia, positioning Google Play as a trusted platform for gamers. It follows the recent ‘Level Up Ramadan’ and ‘Protect Your Play’ campaigns.

The campaign series highlights Google Play’s edge as it protects user data from hackers through two-step verification processes and data encryption for payment information.

Vinod Savio, CCO of DDB Group Singapore, commented, “We’re harnessing gamers’ competitive spirit to build deeper connections with the brand.”

Amanda Chan, product marketing manager at Google Play, said, “We’re promoting safe gaming practices amidst increasingly sophisticated scams and online dangers. With Joe Taslim on board, this is more than just a fun tournament—it’s a call to action for gamers everywhere.”

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

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.”