Google Play, in partnership with DDB Group Singapore, has launched an exciting new campaign, Play Protector Squad, aimed at promoting online safety among gamers in Thailand and Indonesia. The campaign combines the thrill of gaming with important lessons on how to stay safe online, all while featuring Indonesian martial artist and action star Joe Taslim, who is best known for his roles in The Raid: Redemption and Mortal Kombat.
In this campaign, Taslim takes on the role of a rookie gamer, stepping away from his action-packed fight scenes to face the challenges of the virtual gaming world. His transition from martial artist to gamer is both relatable and entertaining, as he deals with the ups and downs of mastering new skills in a digital environment. His journey highlights the frustrations and successes that many gamers experience, creating a story that resonates with audiences while also underscoring the importance of online safety.
But this campaign is more than just entertainment. It offers gamers a chance to be part of Taslim’s Play Protector Squad. To qualify for a spot on the team, players must participate in a six-week tournament that challenges them not only on their gaming skills but also their understanding of online safety. Those who achieve the highest scores will join the elite squad and earn a trip to Jakarta to meet Joe Taslim in person.
This initiative is part of Google Play’s broader effort to position itself as the safest platform for gamers, particularly in Southeast Asia, where gaming is growing at a rapid pace. With the increasing number of online scams and security risks, Google Play emphasizes its strong security features, including two-step verification and encrypted payment processing, to ensure that users’ data and transactions are protected.
The campaign leverages gamers’ competitive spirit to strengthen the connection between Google Play and its audience. Vinod Savio, Chief Creative Officer at DDB Group Singapore, explained that the campaign is not just about entertainment; it is designed to foster deeper engagement with the brand and promote safer gaming practices in an era of increasingly sophisticated online threats.
Amanda Chan, Product Marketing Manager at Google Play, highlighted the importance of educating gamers on the dangers of online scams and the significance of safe gaming practices. With Joe Taslim on board, the campaign serves as a call to action for gamers everywhere to prioritize their safety while enjoying their favorite games.
Play Protector Squad is the latest in a series of successful campaigns by Google Play in Southeast Asia, following Level Up Ramadan and Protect Your Play, which featured actor Iko Uwais. These efforts are part of a larger strategy to solidify Google Play’s position as the go-to platform for mobile gaming in the region, where consumer trust and platform safety are as important as game content and performance.
Southeast Asia’s gaming market is on track to generate $6.39 billion in revenue this year, driven by mobile game downloads and a rapidly growing esports ecosystem in countries like Indonesia and Thailand. However, as digital threats such as ransomware and phishing continue to rise, Google Play is committed to providing a secure environment for its users, helping protect them from cybercriminals who view the region as a low-risk, high-reward target. With its continued focus on security and its engaging campaigns, Google Play is helping ensure that gamers across Southeast Asia can enjoy a safe and exciting gaming experience.
