dentsu Indonesia and Moonton forge partnership to augment eSports

Dentsu Indonesia has partnered with PT Monster Entertainment Indonesia, the Indonesian entity of Moonton Shanghai Technology, in a bid to grow the esports ecosystem in Indonesia.

Moonton is the software and game developer behind ‘Mobile Legends: Bang Bang’ and ‘Mobile Legends Professional League Indonesia esports tournament’.

The signing of the Memorandum of Understanding (MoU) for collaboration aims to establish efforts and measures to attract attention from brands and advertisers, both within and outside the esports industry, towards esports.

Martinus Manurung,the head of business development at Moonton Esports Indonesia, stated that the partnership marks a new milestone for the esports industry in Indonesia between one of the world’s largest agencies and a prominent game developer in Indonesia. 

“Going forward, we will explore and examine the variousopportunities that dentsu Indonesia can undertake, as well as how Moonton will support these efforts to popularise esports and have a positive impact on the esports industry and community in Indonesia,” he added.

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Furthermore, a release to the press stated that this MoU signing brings a breath of fresh air to MPL Indonesia. In addition to becoming an esports partner of dentsu Indonesia, the Mobile Legends league in Indonesia also serves as an advertising solution for the media industry in Indonesia at large through dentsu Indonesia's channels.

Laode Hartanto, chief growth officer at dentsu Indonesia, shared that as an integrated marketing services network, he hopes that this partnership goes beyond mere business cooperation and becomes an ambition to advance the industry together.

Aloysia Dian, CEO of dentsu Indonesia’s media wing added, "We see opportunities for brands to leverage the burgeoning gaming and esports ecosystem in Indonesia, particularly in delivering a message that resonates with the inner motivations of consumers, Gen Z and millennials in this case, through a unique experience. With the expertise of our team at dentsu Indonesia and the support from Moonton, we aim to always innovate in the esports field to provide the best marketing solutions for our clients, while supporting the development of the esports ecosystem in Indonesia.”

On the leadership front, dentsu Indonesia strengthened its team by expanding Joseph Wallace's CFO remit to include chief operating officer while Andreas, former Isobar ECD, is now chief creative officer of the creative service line. 

Wallace and Andreas have been with the agency for seven years and two years respectively. Before this, Wallace worked at Deloitte, KPMG, and Schweppes while Andreas was with Gojek, TBWA\ Indonesia, and Leo Burnett.

This comes three months after Prakash Kamdar was appointed CEO of dentsu Indonesia, in addition to his Singapore remit, and the promotion of Wisnu Satya Putra, Arshad Rahman, and Aloysia Dian. Since then, dentsu said it has brought onboard new wins and renewals of prominent clients during the first quarter. These include Abdi Waluyo Hospital, Astra Finance, Astra Honda Motor, BCA, Binus, Coca Cola, Diageo Cambodia, Enesis Group, Etika, Galderma, GudangAda, Hisamitsu, Indosat, Kino Group, Maybank, OCBC, OLX, Omron, PRMN, Suntory, and Suzuki Digital, among others.

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