Google Play taps Iko Uwais to get consumers to take online security seriously

Google Play has launched a new campaign urging Indonesian gamers to protect their play from hidden dangers. 

According to Allcorrect Game Content Studio, the gaming market in Indonesia topped US$1.79 billion in 2023 and accounts for almost 46% of all gamers in Southeast Asia.

With the growth, Indonesia’s growing gaming market is attracting attention from all corners, including savvy cybercriminals. Even the strongest gamers are vulnerable to data leaks and scams on unsecure gaming sites, it said in a statement. 

Don't miss: Google bans 2.28m apps and 333k bad accounts on Google Play

Google Play's security technology helps protect transactions and user data from online hacker traps, including two-step verification for every purchase and industry-standard data encryption for payment information. Google Play also allows users to top up without leaving the game, protecting gamers within the safety of its platform, it said in a statement.

Starring Indonesia’s leading action hero, Iko Uwais, the ‘Protect Your Play’ campaign cautions against taking online security for granted in true cinematic style.

Uwais is best known for his roles in films such as The Raid, Expendables, and Star Wars. He is widely regarded as the best modern martial artist in film today and is globally admired for his fighting skills, it said. 

The campaign follows Uwais as he navigates the gaming worlds of Mobile Legends Bang Bang, Freefire, and EA Sports FC—popular platforms with massive followings and significant in-game spending.

However, in stark contrast to the action heroes he typically portrays on screen, Uwais is caught off guard by hidden dangers. The villains are online security risks, and the stakes could not be higher as Uwais’ personal assets and banking details are compromised.

"A campaign for gamers has to be engaging,” said Vinod Savio, CCO at DDB Group Singapore. “Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”

The campaign was supported by 15-second game-specific ads, gaming influencer battles, and plenty of promotions with discounts and game advantages up for grabs – a multi-pronged approach designed to build excitement and entice users to practice safety online.  

“Marketing to a diverse yet deeply passionate audience such as the gaming community is challenging, “said Amanda Chan, product marketing manager at Google Play. “DDB Group Singapore did an excellent job of focusing on our audience’s shared love of game cinematics to create an educational campaign that works. It’s no mean feat, and the results speak for themselves.”

Earlier this year in April 2024, it was reported that Google had banned 2.28 million policy-violating apps from being published on Google Play in 2023. It has also banned 333K bad accounts from Google Play for violations such as confirmed malware and repeated severe policy violations.  

This comes as a result of Google’s investment in new and improved security features, policy updates, and advanced machine learning and app review processes, according to a statement by the tech giant.

Related articles: 
Bridgestone partners Forza Motorsport for virtual gaming competition
MY video gaming industry to hit US$649M revenue in 2024, says digital minister
APAC leads in mobile gaming growth: What marketers need to know