Google Play, DDB enlist Indonesian actor Joe Taslim to champion safe gaming

Google Play and DDB Group Singapore have rolled out their latest campaign, "Play protector squad," in Thailand and Indonesia, placing digital safety at the heart of a high-octane tournament fronted by Indonesian martial artist and global action star Joe Taslim (pictured).

Best known for his performances in The Raid: Redemption and Mortal Kombat, Taslim steps into a new role - rookie gamer - leading a virtual team that protects him through challenges while educating Southeast Asia's gaming communities on safer online behaviour.

The campaign leans into storytelling and humour, documenting Taslim's transition from a screen fighter to a hesitant gamer. His visible frustration and eventual wins are captured across a series of short-form content and teasers that launched in early July, designed to entertain while driving awareness about online security threats.

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For players, the campaign offers more than a front-row seat to Taslim's digital growing pains. Over six weeks, gamers are invited to compete in a series of challenges testing both skill and cyber-smarts. The top contenders will earn a place in Taslim's elite Protector Squad, culminating in an all-expenses-paid meet-up in Jakarta.

The initiative builds on Google Play's ongoing effort to frame itself as the safest place for gamers in Southeast Asia. With scams and phishing attacks growing more sophisticated, the platform is leveraging built-in protections such as two-step verification and encrypted payment processing to reinforce trust.

"We're harnessing gamers' competitive spirit to build deeper connections with the brand," said Vinod Savio, chief creative officer of DDB Group Singapore.

Amanda Chan, product marketing manager at Google Play, added: "We're promoting safe gaming practices amidst increasingly sophisticated scams and online dangers. With Joe Taslim on board, this is more than just a fun tournament - it's a call to action for gamers everywhere."

"Play protector squad" follows a series of Google Play brand-building efforts led by DDB in the region, including "Level up Ramadan" with Google Play and "Protect your play," which starred fellow Indonesian actor Iko Uwais. These campaigns collectively aim to strengthen Google Play's foothold in Southeast Asia's fast-growing mobile gaming market - where consumer trust and platform safety are quickly becoming as important as content and performance.

Southeast Asia's gaming market is forecast to generate US$6.39 billion in revenue this year, cementing its status as a powerhouse across mobile, PC, and console games. Countries such as Indonesia and Thailand are fuelling this growth through soaring downloads and a maturing esports ecosystem.

As connectivity improves, so does vulnerability. Sophisticated cyberthreats - from ransomware and phishing to data breaches - have also surged. Most darknet enforcement in Southeast Asia is driven by international agencies, with limited local capability - making the region an attractive low-risk, high-reward zone for cybercriminals, said UNODC.

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