Google Play has launched a new campaign urging Indonesian gamers to protect their game from hidden dangers.
According to Allcorrect Game Content Studio, the gaming market in Indonesia will exceed $1.79 billion in 2023, accounting for nearly 46% of all gamers in Southeast Asia.
As it grows, Indonesia’s growing gaming market is attracting attention from all sides, including savvy cybercriminals. Even the best gamers are vulnerable to data leaks and fraud on unsafe gaming sites, it said in a statement.
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Google Play’s security technology protects transactions and user data from online hacker traps, including two-step verification on every purchase and industry-standard encryption of payment information. Google Play also allows users to top up their balance without leaving the game, keeping players on the secure platform, it said in a statement.
Starring Indonesia’s leading action hero Iko Uwais, the ‘Protect Your Play’ campaign warns in true cinematic style against taking online safety for granted.
Uwais is best known for his roles in films such as The attack, Unnecessarys and star WarsHe is generally considered the best modern martial artist in today’s film and is admired worldwide for his martial arts skills, it was said.
The campaign follows Uwais as he journeys through the gaming worlds of Mobile Legends Bang Bang, Freefire and EA Sports FC – popular platforms with huge fanbases and significant spending on the games.
But unlike the action heroes he usually portrays on screen, Uwais is surprised by hidden dangers. The villains are online security threats, and the stakes couldn’t be higher, with Uwais’ personal wealth and banking details compromised.
“A campaign for gamers has to be engaging,” said Vinod Savio, CCO at DDB Group Singapore. “Our task was to convey a serious message in a way that would not only delight gamers but also make them sit up and take notice.”
The campaign was supported by 15-second game-specific commercials, gaming influencer battles and numerous promotions offering discounts and in-game perks – a multi-faceted approach designed to create excitement and encourage users to stay safe online.
“Marketing to an audience as diverse, yet passionate as the gaming community is challenging,” said Amanda Chan, Product Marketing Manager at Google Play. “DDB Group Singapore has done an excellent job of focusing on our audience’s shared love of gaming sequences and developing an education campaign that works. It’s no easy task, and the results speak for themselves.”
Earlier this year, in April 2024, it was reported that Google banned 2.28 million policy-violating apps from being published on Google Play in 2023. In addition, 333,000 malicious accounts were banned from Google Play for violations such as confirmed malware and repeated serious policy violations.
This is the result of Google’s investments in new and improved security features, policy updates, and advanced machine learning and app review processes, the tech giant said in a statement.
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