Indonesia’s esports landscape is set for an evolution as Dentsu Indonesia and PT Monster Entertainment Indonesia (Moonton) announce a partnership aimed at fostering the country’s esports ecosystem. Moonton, the Indonesian offshoot of Moonton Shanghai Technology, is renowned for developing ‘Mobile Legends: Bang Bang’ and organizing the ‘Mobile Legends Professional League Indonesia esports tournament.’
The collaboration, marked by the signing of a Memorandum of Understanding (MoU), seeks to draw the attention of brands and advertisers to esports. These entities may already be involved in the esports industry or looking to break into this burgeoning sector.
Martinus Manurung, Head of Business Development at Moonton Esports Indonesia, regards this alliance as a significant step for the Indonesian esports industry. By combining the strengths of a leading global agency with a distinguished game developer, the partnership promises to unlock extensive opportunities for the industry.
Moving forward, both organizations aim to scrutinize potential avenues where Dentsu Indonesia can extend its reach and where Moonton can foster esports popularity. The ultimate goal is to create a positive impact on Indonesia’s esports industry and community.
Moreover, the MoU signing is expected to invigorate MPL Indonesia, making it an esports partner for Dentsu Indonesia. The collaboration also offers an advertising solution to the larger media industry through Dentsu Indonesia’s channels.
Laode Hartanto, Chief Growth Officer at Dentsu Indonesia, expressed aspirations for this partnership to transcend mere business collaboration and foster industry advancement.
Aloysia Dian, CEO of Dentsu Indonesia’s media division, underscored the potential for brands to tap into the thriving gaming and esports ecosystem, particularly to engage Gen Z and millennials. With the combined expertise of Dentsu Indonesia and Moonton, she anticipates innovative marketing solutions that support the esports ecosystem’s development in Indonesia.
In leadership news, Dentsu Indonesia expanded Joseph Wallace’s CFO role to include Chief Operating Officer duties. Concurrently, Andreas, former Isobar ECD, took on the Chief Creative Officer role for the creative service line. This leadership reinforcement comes three months after several strategic promotions and new appointments, fueling client wins and renewals.
This news report is based on information from Marketing Interactive.