Jakarta, 3 February 2026— Deputy Minister of Creative Economy / Deputy Head of the Creative Economy Agency Irene Umar discussed the potential collaboration between the esports industry and creative economy actors with Alter Ego Esports and ONIC Esports. The discussion covered the development of Intellectual Property (IP), brand collaborations, and locally based merchandising.
Deputy Minister of Creative Economy Irene Umar explored the collaboration potential between the esports industry and creative economy stakeholders with Alter Ego Esports and ONIC Esports in Jakarta on Tuesday (3/2/2026).
“Esports is not just about the podium, but also the long journey behind it. Through the creative economy, we aim to assist teams and athletes in building branding, personal branding, and post-career readiness so that they can continue to be productive and economically empowered,” said Deputy Minister of Creative Economy Irene Umar during an audience at Autograph Tower, Jakarta, on Tuesday, 3 February 2026.
The Deputy Minister also expressed appreciation for the achievements of Indonesian esports teams on the international stage, including their performance at the M7 World Championship, and emphasized the importance of strengthening athletes’ capacity and career sustainability as part of the long-term creative economy ecosystem. Deputy Minister Irene also highlighted the significance of merchandising collaboration through partnerships with local brands and manufacturers, as well as enhancing communication and branding literacy capacities as part of strengthening the esports ecosystem.
Meanwhile, Dini Hapsari, Indonesia Business Development & Partnership Lead at Moonton Indonesia, stated that Indonesia is one of the largest esports markets in the world, with remarkable achievements and a very strong viewer base. Dini also outlined collaboration opportunities that can be developed together with the Ministry of Creative Economy / Creative Economy Agency, ranging from talent development through Career Fest, strengthening IP across subsectors, to the development of esports-based creative products.
Doc. Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
“Indonesia is the largest Mobile Legends market. Indonesian esports teams have achieved remarkable success, with a number of pro players even exceeding that of other countries. When these teams compete, global attention is focused on them, demonstrating the strength of Indonesia’s esports ecosystem,” she said.
Meanwhile, Alter Ego Esports Marketing and Business Development Director Rheinhard Brain emphasized the role of esports teams as a bridge between brands and fan communities from various backgrounds.
“Alter Ego serves as a connector between brands and fans. Through content, IP, and merchandise, we aim to enrich the esports ecosystem and open up impactful collaboration opportunities, including with local brands,” he explained.
A similar statement was conveyed by Justin Widjaja, CEO of ONIC Esports, who expressed ONIC’s readiness to open opportunities for creative collaborations that are relevant to the younger generation and to encourage expansion into global markets.
Doc. Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency
“ONIC is an Indonesian product, but we also want to go international. We are open to creative collaboration ideas that can be carried out together and are relevant to young people,” Justin explained.
Concluding the audience, Deputy Minister of Creative Economy Irene Umar emphasized that the Ministry of Creative Economy / Creative Economy Agency is ready to act as a connector between esports teams, creative economy actors, and brands so that the collaborations established can be sustainable and have a broad impact.
“Esports is a part of the creative economy ecosystem. As long as this momentum is leveraged through strengthening branding, collaboration, and talent capacity, esports can continue to grow and contribute as the new engine of growth,” said Deputy Minister of Creative Economy Irene Umar.
Accompanying Deputy Minister Irene during the audience were Deputy for Digital Creativity and Technology Muhammad Neil El Himam and Games Director Luat Sihombing.
The audience was also attended by Head of Esports Business Development at Moonton Games Indonesia Martinus Manurung, Vice President of Business and Commercial at ONIC Esports Rahaditya Rizqi Putra, Operational Director of Alter Ego Esports Indra Hadiyanto, Assistant to the Main Director of Alter Ego Esports Rio Sanjaya Adi, as well as Alter Ego Esports athletes.
Kiagoos Irvan Faisal
Kepala Biro Komunikasi
Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif
