ARTOTEL lets gamers 'seek asylum' with new concept rooms in Bali

Hospitality and lifestyle group ARTOTEL Group has launched Gamer Asylum concept rooms at AIRTOTEL Sanur Bali to target a new market segment, gamers. ARTOTEL told MARKETING-INTERACTIVE that Gamer Asylum was inspired by the gaming ban in China, which limits young gamers playing online video games to three hours a week. The restrictions apply to any device, including phones, and the new rules swiftly became one of the most discussed topics on Weibo. "With this concept, we hope to be able to attract a new market segment (gamers) and especially international tourists who can visit Gamer Asylum to play without limitations and in turn also contribute to Bali’s tourism," AIRTOTEL's spokesperson said.

According to the Central Statistics Bureau of Bali, only 45 international tourists visited Bali in 2021 despite the island’s reopening. Through the Gamer Asylum rooms, AIRTOTEL hopes to bring back more international tourists to the island. The Gamer Asylum rooms will be available until 30 June 2022 and be marketed via Instagram and Facebook ads, as well as EDMs. ARTOTEL also launched a promotional video that includes a time-lapse of the set-up of a Gamer Asylum room. 

The Gamer Asylum concept rooms feature the latest gaming gear and 24/7 complimentary high-speed Wifi for guests to play without limitations. The concept rooms can also be personalised to the guests’ liking and include a fully-equipped gaming computer, gaming chair, headset and trendy preloaded games, such as DOTA2, CSGO, Valorant, PUBG, and Genshin Impact. 

ARTOTEL is not the first to launch initiatives to boost Bali's economy. Indonesian beer brand Bintang partnered with HYPEBEAST in November last year to launch an exclusive capsule collection. Titled #BersamaBali - which means "Stand with Bali" - the collection implores Bali enthusiasts to show their support for the Balinese community as it struggled amidst the pandemic. 

The collection spotlights eight local Indonesian brands, designers and collectives, especially those based in Bali or with a shared concern for Bali. Despite the differences in their creative styles, the eight collaborators designed a collection that interprets how Bintang beer is deeply associated with the essence of Bali. The collection comprises t-shirts and sleeveless tops adorned with unique designs, featuring bold colours and stylish illustrations. The collection was retailed online as well.  

Additionally, July that year saw beachfront venue Finns Bali launch what it described to be the "biggest tourism campaign" in the history of Bali to attract footfall to the destination. Done in partnership with some of the island’s major industry stakeholders, including Bali Tourism, Wonderful Indonesia, Bali Hotels Association and Garuda Indonesia, the global campaign was titled "Back to Bali" and aimed to breathe life and bring hope back to the destination after a challenging year as a result of the pandemic. 

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