Dentsu and Moonton Forge Official Partnership to Augment Esports in Indonesia

Left to right: Martinus Manurung, head of business development, Moonton Esports Indonesia and Laode Hartanto, chief growth officer, dentsu Indonesia.

Dentsu Indonesia, the world's largest integrated marketing services company, further solidifies its position as a pioneer in gaming and esports marketing with the establishment of an official partnership with PT Monster Entertainment Indonesia, the Indonesian entity of Moonton Shanghai Technology. Moonton is a software and game developer behind Mobile Legends: Bang Bang and the Mobile Legends Professional League (MPL) Indonesia esports tournament.

The signing of the Memorandum of Understanding (MoU) for collaboration to support and grow the esports ecosystem in Indonesia took place on Wednesday, 21st June 2023, at Cinepolis Cinemas Senayan Park, Central Jakarta. The purpose of this MoU is to establish efforts and measures to attract attention from brands and advertisers, both within and outside the esports industry, towards esports.

Martinus Manurung, head of business development at Moonton Esports Indonesia, stated, "This marks a new milestone for the esports industry in Indonesia, with the official collaboration between one of the world's largest marketing agencies and the number one game developer in Indonesia. Going forward, we will explore and examine the various opportunities that dentsu Indonesia can undertake, as well as how Moonton will support these efforts to popularize esports and have a positive impact on the esports industry and community in Indonesia."

Furthermore, this MoU signing brings a breath of fresh air to MPL Indonesia. In addition to becoming an esports partner of dentsu Indonesia, the number one Mobile Legends: Bang Bang league in Indonesia also serves as an advertising solution for the media industry in Indonesia at large through dentsu Indonesia's channels.

Laode Hartanto, chief growth officer at dentsu Indonesia, expressed, "Dentsu Indonesia warmly welcomes the collaboration between us and Moonton Indonesia to enhance the esports ecosystem in our homeland. As an integrated marketing services network in the world, we hope this goes beyond mere business cooperation and becomes an ambition to advance the industry together, growing stronger and faster with greater future expansion."

Aloysia Dian, CEO, Media, dentsu Indonesia, added, "We see opportunities for brands to leverage the burgeoning Gaming & Esports ecosystem in Indonesia, particularly in delivering a message that resonates with the inner motivations of consumers, gen z and millennials in this case, through a unique experience. With the expertise of our team at dentsu Indonesia and the support from Moonton, we aim to always innovate in the esports field to provide the best marketing solutions for our clients, while supporting the development of the esports ecosystem in Indonesia."