Jakarta, August 6, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, received an audience with Manna Indonesia Group and Russian game developer Digital Lab at the Ministry of Creative Economy office in Jakarta. The meeting discussed opportunities for cross-border collaboration in developing gamification technology to promote Indonesian tourism destinations, culture, and leading creative economy products to global markets.
Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar (center), speaks with Owner & CEO of Digital Lab Russia, Anton Kuchin (left), during a meeting with representatives of Manna Indonesia Group and Russian game developer Digital Lab at the Ministry of Creative Economy office in Jakarta, Thursday (6/8/2026).
The Deputy Minister of Creative Economy viewed the gamification approach as having the potential to serve as a promotional medium that connects digital experiences with real-world activities. According to her, the concept could encourage people to explore destinations, participate in various activities, and discover Indonesian creative products through more interactive experiences.
“This concept is interesting because it not only offers a gaming experience, but also encourages users to interact directly with Indonesia’s destinations, activities, and creative potential. This approach opens up new opportunities to introduce Indonesia’s richness through more engaging digital experiences,” said Irene on Thursday (6/8).
Manna Indonesia Group also introduced Digital Lab, which expressed its interest in establishing collaboration with Indonesia in developing gamification-based games. Digital Lab offers game development that integrates destination exploration, mission completion, the collection of digital stamps, and the use of local services and products as part of the gaming experience.
Documentation: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
Owner & CEO of Digital Lab Russia, Anton Kuchin, said that Indonesia was selected as a priority country in Southeast Asia due to its large digital market and continuously developing creative economy ecosystem. According to him, the concept is designed to promote Indonesian destinations, culture, and local products while opening up partnership opportunities with industry players, communities, and business partners through an integrated digital platform.
“Indonesia has great potential for the development of this project, both in terms of its digital market and creative industry ecosystem. We hope the concept we are offering can introduce Indonesian destinations, culture, and creative products to a wider audience through a gamification approach,” said Anton.
As a follow-up to the meeting, the Ministry of Creative Economy opened opportunities for synergy with various ministries, government institutions, and strategic partners in accordance with their respective authorities to support the development of the concept. The Ministry of Creative Economy is also ready to facilitate connections with creative talents, game developers, studios, communities, and MSMEs so that the technology and business models that have been developed can be integrated with Indonesia’s rich creative content.
Documentation: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
“This collaboration has the potential to connect technology with Indonesia’s rich creative content, creating experiences that are relevant to users. The Ministry of Creative Economy is open to supporting its development through synergy with various stakeholders so that its benefits can reach a wider part of the creative economy ecosystem,” said Irene.
The meeting also discussed opportunities to develop a game ecosystem that connects technology with the promotion of Indonesian destinations, culture, and creative economy products. The meeting opened up opportunities for collaboration between the Ministry of Creative Economy, Manna Indonesia Group, and Digital Lab Russia to explore the development of a gamification-based game concept in accordance with the respective authorities of each party.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
