In a bid to increase awareness of recently launched mobile game Arena of Valor (AOV), Garena partnered with ad tech company Glispa to help build the game’s user base in Indonesia. This was through a marketing campaign which involves both offline and mobile elements.
This included executions such as TV, billboards, and advertising on cars and trains in cities across the country. Garena’s Indonesia campaign also introduced comic book suuiperhero Batman as a new hero in the game.
To harness deeper engagement with the gaming community, Garena also hosted eSports events in various cities with prizes to attract passionate gamers. The campaign’s target audience is mainly males from ages 13 to 35 years old, who are mid to hard core gamers.
“However we are also seeing more female players joining as we have more partnerships and campaigns running in the market, which allows us to reach more diverse audiences,” a press statement read.
The company also struck partnerships with local players for the campaign. This included convenience store chain Indomaret, telco Telkomsel and mobile brand OPPO to reach wider audiences in the market.
According to a joint statement by Garena and Glispa, the latter was responsible for diversifying its marketing channels. This is through the use of multiple ad formats: banners, interstitials, videos and native ads, while maintaining strict control of the installs volume. The company also worked with Glispa for user acquisition campaigns. The campaign was measured through user acquisition and retention rates. It also saw the app’s ranking rise to the top three in the game category in Indonesia’s Google Play Store.
Garena is Sea's digital entertainment arm. Previously known as Garena Interactive Holding, the company rebranded into Sea following a US$550 million round of investment for its growth. As a result, Sea is now the company’s new brand at the corporate holding company level to reflect its leadership across multiple platforms. The company also owns e-commerce platform Shopee, and digital financial service AirPay.