Gojek makes foray into mobile gaming with eye on millennial spenders
- Indonesia has an estimated 60 million active mobile gamers in 2018, a number that is expected to rise to 100 million in 2020
- Gojek is targeting a segment that is made up of predominantly of millennials
Aspirational super app Gojek launched GoGames on Sunday in Indonesia, driven by a rapidly growing video game industry in Southeast Asia’s largest market.
GoGames includes three key features – GoGames Top-up, which allows gamers to top up their gaming credits and buy virtual items for their accounts using GoPay; GoGames Recipe, which covers tips and tricks for gaming techniques and the latest information about gaming tournaments; and GoGames TV, which features curated content from well-known Indonesian gamers.
In a press statement, Gojek cites the report “The Power of Mobile Gaming in Indonesia,” published by mobile games advertising platform Pokkt with the Mobile Marketing Association and Decision Lab, to say there were 60 million active mobile gamers in Indonesia in 2018. That number is expected to reach 100 million in 2020. Indonesia’s mobile gamers are overwhelmingly millennials.
“The introduction of GoGames is the next step in our efforts to further our ecosystem as we aspire to meet the daily needs and wants of all our users,” Kevin Aluwi, Gojek co-founder said in the press statement. “As a gamer myself, I understand that the market needs easier access to gaming information and a more hassle-free way to pay for gaming credits.”
Gojek has appointed Timothius Martin as the head of GoGames. Martin was previously a marketing director at Dana, a digital wallet backed by Ant Financial. He was also head of marketing at JD Indonesia.