Singapore, 28 June 2021 – According to InMobi’s ‘Mobile Gaming Through the Pandemic and Beyond in Southeast Asia 2021’ report, pandemic-driven ‘shelter in place’ advisories have caused 46% of Indonesians to turn to mobile gaming for the first time, resulting in its emergence as the new face of entertainment and relaxation for consumers. Consequently, the number of unique mobile gamers has doubled and app usage has quadrupled in Indonesia from January 2020 to January 2021.
Based on a survey of over 1,000 smartphone users across Indonesia, the report saw nearly a third increasing the time they spent on gaming and downloading more games over the last year. According to the survey, over 80% of Indonesian gamers are ‘committed’ as they play once to several times a day, and the 35-44 years old bracket has a higher overall percentage of committed gamers. The gamer demographic is split nearly equally between females and males.
This increase in mobile gaming frequency has also caused permanent behavioural shifts. Peak gaming times have shifted, with 8am seeing quadruple growth in gaming app engagement compared to pre COVID-19 times. About 54% of Indonesian respondents have three or more games installed, and 46% of committed gamers download games several times a week. 24% of respondents spend over an hour gaming, while the average mobile gamer spends an 11-30 minute ‘snack-sized’ playtime per session.
“As a microcosm of the Southeast Asian gaming market, Indonesia has demonstrated that there is significant growth potential for mobile gaming in the region due to better accessibility and affordability, as well as the need for ‘snack-sized’ entertainment,” said Rishi Bedi, General Manager and Vice President of Southeast Asia, Japan, and Korea at InMobi.
The InMobi report also found that Indonesian gamers are familiar with and receptive to ads during gameplay, with over two-thirds of respondents preferring to watch ads to progress in games instead of paying. At least 62% remembered the ads they had seen when playing mobile games because it catered to their interests, was immersive, or provided them with in-game rewards.
“Gaming is among the biggest opportunities for advertisers across Southeast Asia today. What it provides is not just huge reach, but the ability to access an audience that is highly engaged and receptive to ads in an environment that is completely brand safe and impactful. This, in combination with the richness of mobile, ensures that every brand can drive relevant ad experiences at scale,” Rishi added.
Within the wider Southeast Asian market, smartphone gaming experienced triple growth in the region during initial lockdowns in April 2020. This also translated into a long-term behavioural shift beyond the pandemic as gaming usage more than doubled YoY on average since January 2020 – significant as Southeast Asia is home to 250 million mobile gamers.
The report includes data from the InMobi Marketing Cloud and Audience Intelligence Platform between January 2020 to January 2021 (over 1.7 trillion auctions) and highlights gaming personas, advertiser insights and ad performances per gaming category within the Southeast Asian region. It then dives deeper into Indonesia’s mobile gaming demographics by combining data from the InMobi Marketing Cloud and the Audience Intelligence Platform with survey data from over 1,000 Indonesian smartphone users gathered in February 2021. The survey responses were collected on the InMobi Pulse Platform.
InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage, and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit inmobi.com.