Indonesia’s gaming industry, valued at over USD 1.79 billion in 2023, is booming, with nearly 46% of Southeast Asia’s gamers residing in the country. However, as the industry thrives, it also attracts the attention of cybercriminals. Even the most vigilant gamers face the risk of data breaches and scams on unsecured gaming platforms. In response to this escalating threat, Google Play has partnered with DDB Group Singapore to launch a powerful campaign starring Indonesia’s premier action star, Iko Uwais.
Iko Uwais Takes on a New Kind of Villain
Iko Uwais, known globally for his martial arts prowess in films like The Raid, Expendables, and Star Wars, steps into a new role in the ‘Protect Your Play’ campaign. This time, however, the threats he faces aren’t physical adversaries, but rather the hidden dangers lurking in the virtual world. The campaign showcases Uwais navigating popular gaming realms like Mobile Legends Bang Bang, Freefire, and EA Sports FC, only to be blindsided by the digital traps set by cybercriminals. The narrative drives home the critical message: even the strongest need protection.
“A campaign for gamers has to be engaging,” commented Vinod Savio, CCO at DDB Group Singapore. “Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”
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Google Play’s Commitment to Gamer Security
The campaign isn’t just about awareness—it’s about action. Google Play is leveraging its advanced security technology to safeguard users from online threats. Features such as two-step verification for every purchase and industry-standard encryption for payment information are designed to keep gamers safe. Additionally, Google Play’s seamless top-up feature ensures that players can stay within the secure environment of the platform without needing to expose themselves to potential risks elsewhere.
“Marketing to a diverse yet deeply passionate audience like the gaming community is challenging,” said Amanda Chan, Product Marketing Manager at Google Play. “DDB Group Singapore did an excellent job of focusing 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.”
A Cinematic Campaign That Captures Attention
Launched with a teaser on Iko Uwais’ Instagram, the campaign quickly went viral, amassing over 3.5 million organic views within just 24 hours. The full-length film that followed has now surpassed 11 million views. To keep the momentum going, the campaign is supported by 15-second ads tailored to specific games, influencer-led gaming battles, and exclusive promotions featuring discounts and in-game advantages. This multi-faceted approach is designed to educate while keeping gamers engaged and excited about online safety.
ABOUT DDB GROUP SINGAPORE
With a focus on innovative marketing, DDB Group Singapore builds brands and businesses with its specialised divisions: DDB, Tribal Worldwide (digital), TracyLocke (shopper marketing) and Track (e-commerce, data, and CRM). DDB Group Singapore is also the regional hub agency for DDB Asia (www.ddb.asia). It is part of the DDB Worldwide communications network – the fourth largest communications network globally, with more than 200 offices in over 90 countries. DDB Worldwide is a member of Omnicom Group Inc. DDB Group Singapore has been named Overall Creative Ideas MARKie Agency 2018-2022, IAS Hall of Fame Agency of the Year 2009-2017, and has dominated the Effie Singapore Awards for thirteen years.
ABOUT DDB WORLDWIDE
DDB Worldwide (www.ddb.com) is one of the world’s largest and most influential advertising and marketing networks which includes DDB branded agencies, along with adam&eveDDB (London, Berlin, New York), DM9 and Africa (both in Brazil), alma (Miami), Mango, Track and Rodgers Townsend. DDB has been awarded numerous accolades from the industry’s leading awards shows including 2023 Global Network of the Year by the Cannes Lions International Festival of Creativity, D&AD Agency Network of the Year for three consecutive years 2023, 2022, 2021, and Effies US Agency of the Year in 2022 and 2023. WARC has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 years. The network’s clients include MARS, McDonald’s, Molson Coors, Volkswagen, Reynolds Consumer Products, Peloton, JetBlue, Adidas, Lucozade, CALM, PlayStation, Marmite, Waitrose & Partners, and the U.S. Army, among others. Founded in 1949, DDB is part of Omnicom (NYSE: OMC) and consists of over 8,000 employees across 140 offices in over 60 countries, with its headquarters in New York, NY.
ABOUT OMNICOM GROUP INC
Omnicom Group Inc (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous speciality firms provide advertising, strategic media planning, interactive, direct, and promotional marketing, public relations, and other speciality communications services to over 5,000 clients in more than 100 countries.
