Change Business Model, Cipika Play Aims for 100 Thousand Active Users Every Month

The game industry that continues to grow rapidly, which is marked by the entry of foreign games into Indonesia and the proliferation of local game developers, has made Cipika Play begin to take this market seriously by changing its business model at the beginning of this year on a large scale.

The changes include the form of service, the addition of a top-up voucher channel, partners deal, and the Cipika Play portal itself. This ecosystem change is believed to be able to attract gamers to transact more often and be comfortable with the services that have been provided.

Cipika Play is a payment platform over the top (OTT) owned by Indosat Ooredoo which is specifically used to buy online games tokens. Cipika Play has now entered the age of two years since it was first launched since 2015.

"When it was first launched, we were still half way through Cipika Play. But now seeing good developments, we decided to start taking this seriously by improving services," said Head of E-Commerce Indosat Ooredoo Carlos Karo Karo, Monday (27/2). ).

For more details, the following is an explanation made by Cipika Play:

1. Service clarified In the previous business model, the purchase of token vouchers could be done in two ways, either by the method direct purchases or use Cipika Play Points. This method is considered to confuse consumers, so an overhaul is carried out.

Now purchases using the Points system. In the form of the scheme, customers top up at Cipika Play, then the balance will be converted into points. Later these points are used to buy online game tokens.

2. Multiply top up channels Now Cipika Play provides four ways to purchase vouchers. First, top up using Indosat credit cut. Second, top up using bank transfers or Indosat vouchers via the platform play.cipika.co.id.

Third, top up via convenience stores for charging via the Dompetku application. Lastly, with the Mobo channel. For this route, customers can visit Indosat Ooredoo credit agents who have collaborated with Cipika Play, there are more than 80 thousand networks throughout Indonesia.

For how to top up, customers will get a special virtual number (prefix 0814) for charging via a physical game token voucher. This number is valid for all customers, even if they are not the owner of an Indosat number, but cannot be used to top up data or phone packages as usual.

In the near future, Cipika Play will add channels for electronic vouchers. This plan is in line with Cipika Play's target, which wants to have its own game inventory by buying game tokens directly from publisher.

The addition of top-up channels is considered to reduce consumer confusion about the previous system.

3. Improvements to the Cipika Play portal

Previously, the Cipika Play portal display was lacking user friendly, because product search is difficult and consumers have to search by product name not game name.

With the overhaul of the portal, now the portal features a game tab and game voucher search by name, not by product name.

"We made design portal as e-commerce but don't want to waste the time of gamers having trouble finding what they want. With the new look, we estimate the visiting time will be around 1-2 minutes shorter than the previous 4-5 minutes," said Carlos.

4. Partners deal Previously game vouchers were purchased from a second or third party. This causes the voucher price to be more expensive. Now, through the new business model, customers can buy vouchers from the first party. The price obtained is lower and the selling price to consumers becomes more competitive.

Target Cipika Play

By changing the business model, Carlos targets registered users to reach 200 thousand people with half the number of active users or 100 thousand people per month. In terms of transactions, it could increase 2,6 times to 558 thousand by cooperating with the addition of 40 companies.

The achievement of registered users on Cipika Play increased by 33% to 150 thousand people in 2016, compared to the increase in 2015 of 15%. However, in terms of active users, only around 45 thousand people per month. Meanwhile, in terms of transactions, it increased 1,4 times by 155 thousand by cooperating with 27 partners.

Now Cipika Play has captured 177 online games, with a composition of 150 PC games and the remaining 27 for mobile games. Around 98% of games are from overseas, while the remaining 2% are from local.

For long-term targets, it is expected market share Cipika Play in Indonesia can break the 5% mark in 2020. This figure is measured based on Kominfo's estimate of the game industry's revenue in Indonesia reaching $700 million in 2016 with a total growth of around 40% of all lines.

"We are targeting Cipika Play to be able to grab marketshare around 5% for the Indonesian game industry in 2020. This figure is already quite large. To get there, the most important thing is that we make improvements in the Cipika Play ecosystem to be more solid and comfortable for customers," he concluded.