Success Story · Gaming · Indonesia

6 million impressions across Indonesia

About the Brand

FIFA Mobile holds one of the largest active player bases in Indonesia's mobile football category, competing in a market where football fandom runs deep and phones — not consoles — are where most of that fandom plays out.

The brief was a market-entry push: introduce a fresh season of content to Indonesian players in a way that felt native to how they already discover and talk about games, not like a foreign ad campaign dropped into their feed.

Challenge

Breaking Through a Crowded Mobile Gaming Feed

Indonesia's mobile gaming audience is heavily courted — install costs climb fast once a title relies on generic paid placements alone, and global creative rarely lands the way local creative does.

The challenge was reaching genuinely engaged players, in Bahasa, through voices they already trusted, without the cost-per-install spiralling the way it does for campaigns that lean on paid reach alone.

Solution

Creator-Led Launches With Hyper-Local Creative

Adlantic paired a creator-led launch strategy with fully localised creative — scripts, on-screen text, and calls to action written in Bahasa rather than translated after the fact — so the campaign read as something made for Indonesian players, not adapted for them.

Paid amplification was layered on top of the strongest-performing creator content, concentrating spend on the moments that were already proving to convert instead of spreading budget evenly across untested placements.

Bahasa-First Creative, Built for Mobile-First Players

Impact

6M Impressions at a 32% Lower Cost Per Install

6 million impressions delivered in a single campaign flight across Indonesia
4.8% engagement rate — well above typical mobile gaming benchmarks in the region
32% reduction in cost per install versus the prior paid-only approach
Creator-led content consistently outperformed standard paid creative on watch-through and shares

Client Voice

“Adlantic understood that Indonesian players don't want a translated ad — they want content that feels like it was made for them. That shift is what moved the numbers.”