Top 3 UX Tips to Localize Mobile Games for Indonesia

Indonesia’s mobile gaming market is booming, with $1.23 billion in revenue in 2024 and a projected $1.34 billion in 2025. To succeed in this diverse market of 700+ languages and 17,000 islands, UX localization for Indonesian mobile gamers is essential. Translation alone won’t cut it—localization creates games that resonate culturally, driving engagement and revenue. Here are three practical UX tips to design games that win hearts and dominate Indonesia’s gaming scene. 

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Indonesia is the powerhouse of Southeast Asia’s gaming market, commanding 41% of mobile game downloads in the region and growing 15% year-over-year. With $1.23 billion in revenue in 2024, it’s the fastest-growing market in SEA, fueled by a young, mobile-first population.

Localization goes beyond language—it’s about making players feel valued and understood. By integrating local payment gateways like GoPay or OVO, games can streamline in-app purchases, boosting monetization. Thoughtful localization also taps into Indonesia’s traditional culture, encouraging word-of-mouth and supporting expansion across SEA. Localized, culturally relevant games tend to see higher retention rates.

Indonesia’s gaming demographic is diverse, with 96% of players preferring mobile games and 58% of Gen Z and 52% of Millennials being casual gamers. Many are new to complex mechanics, making intuitive onboarding critical.

To engage new players:

• Use guided visuals (e.g., animated tutorials) to demonstrate gameplay.
• Prioritize UI clarity with bold icons and readable typography.
• Add tooltips and contextual hints to explain mechanics without text-heavy menus.
• Offer customizable UI options to let players tailor the experience.

A great example is Tahu Bulat, a casual game by Indonesian studio Own Games. Its simple, intuitive interface and clear controls helped it achieve over 10 million downloads. Studies show that 72% of gamers are more likely to continue playing games with intuitive controls.

Indonesia’s rich cultural heritage offers a treasure trove of inspiration for game designers. Traditional art forms like Reog, Wayang, and Kuda Lumping are not just entertainment—they’re deeply rooted in local identity, storytelling, and community values.

Reog: A vibrant Javanese performance art from Ponorogo, featuring a lion-headed mask dancer (Singa Barong) adorned with peacock feathers. It blends mysticism, music, and dance, often performed at festivals to ward off evil spirits.

Wayang: A classical form of puppet theatre, especially Wayang Kulit (shadow puppets), that tells epic stories like the Ramayana or Mahabharata. Its intricate leather puppets and moral tales are cultural icons.

Kuda Lumping: A Javanese trance dance where performers ride flat bamboo horses, mimicking warriors. It’s a colorful, rhythmic spectacle tied to spiritual traditions.
By weaving these elements into your game, you celebrate Indonesia’s heritage while creating a unique selling point for your title.

Traditional Indonesian arts like Reog, Kuda Lumping, and Wayang can inspire localized game design.

Incorporating traditional Indonesian elements like Reog, Wayang, and Kuda Lumping creates culturally resonant games. For example:

• Design Wayang-inspired character skins for RPGs, rooted in Indonesia’s puppet theatre folklore.
• Host Reog-themed in-game festivals to celebrate events like Ponorogo’s Reog Festival.
• Use Kuda Lumping motifs for mounts or storylines in adventure games.

Indonesia is 87% Muslim, with 75% of Muslim women wearing hijabs. To respect cultural norms:

• Avoid revealing avatars or occult symbols.
• Steer clear of alcohol, gambling, or excessive violence.
• Use modest designs and respectful language.

Culturally sensitive UX builds trust and prevents app rejections.

76% of Indonesian gamers use budget smartphones (<$200), and mobile internet speeds average 14.16 Mbp. Fixed broadband is slightly better at 20.60 Mbps, but both lag behind global averages. Players often rely on Wi-Fi zones and prefer short gaming sessions.

To reach more players:

• Keep game size small (e.g., under 100 MB, like Tahu Bulat’s 58 MB).
• Enable offline mode for unstable connections.
• Reduce texture sizes and optimize for low-end devices.
• Include battery-saving options to extend playtime.

Testing on devices like Xiaomi Redmi or Oppo ensures compatibility.

Indonesian gamers are most active from 7 PM to 9 PM (peaking at 8 PM) and 6 AM to 7 AM, with 27% higher engagement during these hours. Offer daily bonuses or time-limited events during these windows to boost retention.

To illustrate how UX localization for Indonesian mobile gamers drives success, let’s explore popular mobile and computer games that have mastered mobile game UX Indonesia through cultural adaptation. These examples highlight how thoughtful localization enhances engagement and revenue.

Mobile games dominate Indonesia’s gaming scene, and these titles show how to localize game design Indonesia effectively.

Mobile Legends: Bang Bang

• UX Localization: Moonton’s MOBA game introduced Kadita, a hero inspired by Nyi Roro Kidul, a Javanese sea goddess. Her coral crown and seashell design reflect Indonesian mythology, creating a culturally immersive UX (Mobile Legends Wiki - Kadita). Launched at the 2018 MLBB Indonesia Conference, Kadita showcases Moonton’s focus on local players (Kincir - Kadita Introduction).
• Cultural Impact: Kadita’s design resonates with players, who recognize Indonesian traits in her visuals, boosting emotional connection (Representation of Kadita).
• Success: With over a million users and a thriving esports scene, Mobile Legends proves that cultural UX drives retention (LocalizeDirect - Game Localization).

Free Fire

• UX Localization: Garena’s battle royale game collaborated with Indonesian actor Joe Taslim to create Jota, an in-game character, paired with local events and bundles (Game Zone - Free Fire Collaborations). Tournaments like Free Fire PON 2024 further engage players (ONE Esports - Free Fire PON).
• Cultural Impact: Jota’s celebrity tie-in and local events make the game feel like a cultural hub, enhancing Indonesian gaming UX tips.
• Success: Free Fire tops download charts, with projected $0.37 billion in transactions by 2025 (Digital Trans Asia - Game Market).

PUBG Mobile

• UX Localization: Tencent’s PUBG Mobile launched the 2024 “Event Kemerdekaan” for Independence Day, featuring the Nusantara bundle and virtual tours of Borobudur and Danau Toba (ONE Esports - PUBG Mobile Event). Local esports teams and influencers amplify engagement.
• Cultural Impact: By celebrating national pride, the event aligns with Indonesia’s cultural values, strengthening player loyalty.
• Success: PUBG Mobile’s strong player base and tournaments like Shopee Indonesia Master Season 2 show deep market penetration.

While mobile dominates, PC games also benefit from mobile gaming localization SEA strategies, though adaptations are subtler.

Genshin Impact

• UX Localization: miHoYo’s RPG offers Bahasa Indonesia support and hosted the 2021 HOYO-FEST, with local restaurants serving themed meals (Wikipedia - Genshin Impact). Collaborations with brands like Pizza Hut add local flavor (Genshin Impact Wiki - Indonesia Events).
• Cultural Impact: Local events make the global fantasy world accessible, fostering community engagement.
• Success: Genshin Impact enjoys a strong Indonesian following, with active fan events.

Ragnarok Online

• UX Localization: Gravity’s MMORPG runs an Indonesian server with Bahasa Indonesia support and tailored updates (Ragnarok Forever Love). Its 2023 sequel, Ragnarok Origin Global, continues this legacy (Kompas - Ragnarok Origin).
• Cultural Impact: Language localization antd community-driven servers keep players engaged, tapping into nostalgia.
• Success: Ragnarok Online’s loyal base thrives on decades of localized UX (Indo Ragnarok).

These games show that UX localization for Indonesian mobile gamers goes beyond translation. By integrating folklore (Kadita), celebrities (Jota), and national pride (Event Kemerdekaan), developers create immersive, culturally relevant experiences. 

Using Bahasa Indonesia for menus, support, and notifications creates an intuitive UX. For deeper connections, localize into Javanese, Sundanese, or Manadonese. Accurate localization reduces confusion and builds trust.

Incorporate local slang, humor, and emotional cues relevant to Indonesia’s youth. For example, Garena’s Free Fire used Bahasa Indonesia voiceovers and phrases like “Bocil Kematian” to connect with players. 

“Bocil Kematian” translates to “Little Kid of Death,” a playful slang term used by Indonesian gamers to describe young, surprisingly skilled players who dominate matches. 

This phrase, often shouted in-game or shared in memes, captures the youthful, competitive spirit of Indonesia’s gaming community, making Free Fire feel like a local hangout. 

Another example is the slang “GGWP” (Good Game, Well Played), widely used in Indonesian gaming chats to show sportsmanship, which can be woven into in-game dialogues or notifications.