The Discourse of Esports in Indonesia: More Than Just an Electronic Game, It’s Part of Our Lifestyle

It’s been a fantastic first year in the esports industry, and I can’t believe how quickly time has flown.

Before I dive into this article and share my reflections, I must give a special shout-out to Amalia H. , Rizal Fauzi , RRQ Networks team, as well as the whole company for having me. You’ve all been an amazing team throughout this journey. Also Nandaka Satrya Bimantara for opening the door to this opportunity.

When I started my first day, bringing my prior experience in commercial partnerships from the retail and football industries, I knew this would be a significant challenge—like climbing a mountain. Even though I had briefed about the esports business landscape before I joined the team, it became clear that experiencing it firsthand would be the real teacher. Over time, as I learnt more about the business and commercial opportunities with the RRQ team, I realised that the industry was far greater and more dynamic than I had initially imagined.

As someone who comes from a background in traditional sports like football and tennis, I’ve discovered unique aspects of esports that are worth discussing. Here are some key takeaways from my first year in this industry:

1. Everybody Loves Playing Games: A New Lifestyle Phenomenon

The first thing I quickly learnt was just how massive the gaming and esports audience is in Indonesia, particularly in mobile gaming. According to Executive Vice President Corporate Secretary Bank Mandiri Teuku Ali Usman, there are 140 million active gamers in Indonesia as of 2024 (detikNews, 2024), and 72% of these gamers play mobile games (Newzoo, 2022). Interestingly, Deloitte’s 2024 research reveals that 62% of Indonesian gamers are Millennials—11% higher than the overall Millennial demographic in the national population.

Mobile gaming has gained such traction in Indonesia because it’s cheaper, more accessible (you can play anytime, anywhere), and efficient (you can buy coins or skins directly on the same device with minimal wait time). It’s common to see groups of people at coffee shops engaged in “push rank” sessions for hours over a cup of coffee. Games like Mobile Legends or PUBG Mobile, with their ranking systems and seasonal missions, drive players to achieve milestones and unlock badges.

This growing enthusiasm has opened up new revenue streams, such as top-up stores and gaming cafes. Industries like payment gateways and banking have started allocating budgets to gaming because of the immense business potential, leading to my next point.

2. Be Another You in an Alternate Universe: In-Game Stores and Top-Up Gaming

In esports, you can create a new version of yourself through your in-game avatar, something traditional sports don’t offer. Football players, for instance, are who they are on and off the pitch. But in games, you can customise everything—hair, skins, weapons, and more.

Most games monetise this through microtransactions in in-game stores, allowing players to unlock items. This model generates significant revenue because gamers often spend for either competitive performance or aesthetic appeal. Initially, I thought people wouldn’t spend more than $5 on in-game items. How wrong I was! After interviewing various gamers, from content creators to Grab drivers, I found that many spend $200 to $1,000 monthly—often without even realising it.

Given this spending power and volume, it’s no wonder digital payment providers and banks are investing heavily in gaming services. For example, top-up platforms like RRQ TopUp can process 50,000 to 100,000 transactions monthly, with peaks during in-game events or festive periods like Eid Fitr, when kids and students receive extra cash to spend on gaming.

3. A Lifestyle for the Current Generation—and Beyond

Who would have thought that mobile gaming would become part of Indonesia’s student lifestyle? Just 15 years ago, excessive gaming was seen as detrimental to academic performance. But today, the narrative has changed.

According to Deloitte’s 2024 research, 26% of Indonesian gamers are Gen Z, which includes students, college-goers, and first-time workers—a group of about 34 to 35 million people. Brands like GODA Electric Bikes recognise this trend and are aligning their marketing strategies with the gaming generation to build brand affinity.

Three years ago, RRQ collaborated with the Faculty of Psychology at the University of Indonesia to study the impact of esports on cognitive function, psychological well-being, and self-actualisation among high school students. The findings showed that gaming positively affects focus, decision-making, emotional regulation, and self-actualisation for students.

This has led to more esports programs for students, such as RRQ Mabar, PBESI’s esports academy, and various talent scouting initiatives. Schools are now integrating esports programs into their extracurricular activities, with some even achieving national recognition in esports competitions.

For brands targeting the youth, esports presents an unmissable opportunity. Programs like RRQ Mabar, supported by partners like Asus ROG and Kopi Good Day, provide innovative platforms for collaboration and engagement with students.

4. A Sense of Belonging in Community

In my previous article about football identity and communities, I referenced Victor Turner and Max Gluckman's theory of Communitas, using the example of watching Manchester United matches. Their support and attendance at Old Trafford helped fans bond, demonstrating how football shapes thoughts on rituals, communitas, and social dynamics. I was surprised to find similar patterns in esports when I observed RRQ fans during MPL matches!

The loyalty of esports fans, especially RRQ Kingdom, is extraordinary. Their chants, dress codes, and dedication rival those of football fans. RRQ jerseys, the most popular merchandise, symbolise fans’ desire to align with their favourite players and teams. This closely mirrors Turner's research on how games reveal cultural essence, with his idea that spectators become part of the drama through mimicry reflecting an inherent transformation of behaviour into conduct.

What sets football and esports apart is that esports fandom is borderless, uniting people across regions without the local rivalries often seen in traditional sports. Additionally, esports teams with multi-game divisions can attract diverse audiences. For instance, RRQ’s fanbase spans Mobile Legends, PUBG, Free Fire, Valorant, and HOK, allowing us to gather diverse data on fan preferences and behaviours.

What makes RRQ unique among esports teams is our ability to combine the principles of being an esports team with the community-building traditions of sports teams. While esports is a testament to the technological advances of the modern era, we recognise the importance of preserving cultural habits and behaviours that communities cherish. The act of gathering, expressing a sense of belonging, and wearing the same jerseys and logos in one arena are powerful symbols of unification.

At the same time, we recognise the business opportunities that come with serving our fans better. Programs like RRQ Keliling Kota (City Roadshow) not only strengthen fan engagement but also open doors for brands to experience the hype and enthusiasm surrounding esports events. In 2024, this initiative attracted 20,000 attendees across 32 cities, offering brands like Kopi Good Day and Bank BCA direct access to fans through on-ground activations and product sales.

5. More Than an Esports Team: We Are a Brand

I still can’t believe how a gaming team can evolve into a brand so deeply rooted in people’s lives. Some gaming enthusiasts are likely familiar with esports teams like Fnatic, Talon, or T1, which have cultivated brands that resonate strongly with current audiences—sometimes even better than traditional sports teams.

RRQ has followed a similar path, integrating itself into the lifestyle and identity of its fans. Our supporters travel hours to attend watch parties, proudly wear RRQ merchandise, and identify themselves as part of the RRQ Kingdom. This level of emotional attachment was something I previously associated only with iconic football teams like Real Madrid.

When I said "brand," it doesn’t always carry a positive connotation. As emotions deepen, fans become as demanding as traditional sports fans are of their teams and players. Recently, we failed to win the M6 World Championship—something RRQ has been craving since the championship's inception. Following that single match result, one Instagram post garnered over 15,000 comments expressing anger, criticism, love, hate, and every other emotion fans felt compelled to share. It was a testament to how deeply fans are emotionally invested—sometimes beyond rationality.

Beyond being an esports team, RRQ has positioned itself as both a marketing service and a talent agency, offering clients unparalleled access to an engaged and loyal audience. However, this approach is not unique to RRQ. In global esports terms, we differentiate between pro players and casual gamers who become streamers. You can often see these streamers on TikTok or YouTube, playing games and acting as Key Opinion Leaders (KOLs) by reviewing games. This kind of business model generates healthy revenue for esports brands that also function as talent agencies.

In the Indonesian esports business model, we also have talents who don’t necessarily focus on playing games but still attract the majority of the gaming audience. These talents, often characterised by their youth and charm, resonate with the audience not just for their gaming skills but for their ability to engage and entertain effectively. This strategy has proven to be a vital element in sustaining and expanding the reach of esports brands.

Conclusion

My first year in the esports industry has been nothing short of eye-opening. The potential for collaboration, investment, and growth, even academic research that related with human and society in this space is immense. It’s a challenging yet rewarding journey, and I encourage you to explore this industry further. I'm curious to hear your insights and opinions about the esports world as you see it.

Regards,

ANW