AGI: Indonesia possesses unique advantages to boost marketing to a global level

Jakarta (ANTARA) - Chairman of the Indonesian Game Association (AGI) Shafiq Husein stated that game developers from Indonesia have an advantage derived from unique local culture, which can propel the marketing of local games to a global level. “Because the market is vast, we are trying to reach the global market, and I think we have an advantage from unique things that we can showcase to the global market,” Shafiq said during a panel discussion on the MoU between Coda and the Ministry of Creative Economy in Jakarta on Thursday. The CEO of Gambir Studio noted that today’s game enthusiasts are increasingly seeking games from indie developers rather than Triple-A games with high development and marketing budgets. However, he said indie game developers still struggle to find a global market due to limited promotional funds, especially when compared to the game industries in the West or Europe, which already have established standards and ecosystems that facilitate access to the global market. Shafiq stated that collaboration between associations and the government is needed to expand marketing access for local developers to compete at international events and to create programmes that encourage more open market access. “We lack access to the global market. Now, publishers and investors already have their own standards for everything, but as local game developers, we still have many new studios emerging every month, and there is a gap in specialised talent,” he added. He also mentioned the need for global market access and funding that can support business sustainability in the game industry, as well as the creation of relevant regulations in line with rapid technological developments to ensure the Indonesian game industry survives amidst global competition. AGI also supports the Ministry of Creative Economy’s commitment to building sustainable game companies in Indonesia by training game industry talent and providing access to international agendas to introduce Indonesian game developer talent.