The Challenge
Indonesia boasts of over 160 million mobile gamers - the largest community in Southeast Asia. However, just 0.03% make it to the pro league due to gaming being a time consuming affair - leading to millions of talented gamers missing out on a shot at glory. Most pro gaming leagues are inflexible when it comes to the time they are held at, causing millions of gamers who do not have the luxury of time to miss out on the fun. Google Play realised it had the opportunity to turn its platform into a podium to give every skilled gamer a shot at being a Sultan - a title Indonesian gamers bestow on the most talented within their ranks.
The Solution
Introducing the Google Play Sultan Challenge – the first gaming tournament that was timed around the playtime of every gamer. By collaborating with 2 of the region's biggest gaming giants, the initiative leveraged data like never before to rank millions of gamers based on their skills while keeping their gaming patterns in mind. These gamers then received personalized invites via a simple Google Play push notification to a tournament built around them. Battles ran on weekends, lunch breaks, and post-midnight slots—mirroring when real gamers actually played. The Sultan Challenge was streamed nationally, hosted by top influencers, and paired with exclusive merch drops. Finalists received gameplay analysis, shoutouts, and the one thing most had never had: an audience. Through Google Play's owned channels—store banners, push notifications, and loyalty systems—we turned a product ecosystem into a ladder to greatness. The result? Millions of gamers engaged. 100 crowned Sultans. 10 fully sponsored trips to major gaming events handed out.