Jakarta, July 1, 2025 – Deputy Minister of Creative Economy, Irene Umar, encouraged collaboration between the hospitality industry and local game developers to strengthen the presence of Indonesian Intellectual Property (IP). This was conveyed during a discussion with the Ashley Hotel Group in Jakarta on Tuesday, July 1, 2025. By creating cross-sector collaboration, the Deputy Minister hopes that local game IPs will not only grow within their communities but also gain a place in the broader industrial ecosystem.
Wakil Menteri Ekonomi Kreatif, Irene Umar, menyaksikan penandatanganan nota kesepahaman Kementerian Ekonomi Kreatif dengan Hotel Ashley yang ditandai dengan pembukaan Pasar Seni Bermain, Jakarta, Rabu (22/10/2025).
“Our role is to act as a ‘matchmaker,’ connecting industries with curated local IPs. We ensure that each meeting has the potential to generate new success stories within the creative economy sector, because the right collaboration can create a wider impact,” said the Deputy Minister.
She also emphasized that such collaboration can help businesses attract visitors while strengthening the competitiveness of local game IPs. Previously, a similar initiative was successfully implemented with Hotel Grand Sahid Jaya through the establishment of a board game corner, serving as both an interaction space and promotional platform for local games.
“For hotels, we can facilitate connections with local game associations to create a board game corner, since many Indonesian board games are high quality—some even licensed and distributed in global markets,” explained Deputy Minister Irene.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
“At Hotel Grand Sahid, for instance, the board game community gathers every two weeks on Saturdays to play together. This activity not only promotes the board gaming culture, but also creates a snowballing effect that broadens interest and participation across different communities,” she added.
The Ministry’s effort to connect industries with local game IPs is part of its broader strategy to position the creative economy as the new engine of growth. Cross-sector synergy such as this is expected to accelerate the increase of the creative economy as one of the main drivers of Indonesia’s national economy.
Ashley Hotel Group is a local hospitality chain that has operated 10 properties across the Greater Jakarta area (Jabodetabek) since 2015. Ashley Hotel Tanah Abang is recognized as the first hotel in the district to introduce themed family rooms with unique designs, such as astronaut, mermaid, and others.
Dok. Biro Komunikasi Kementerian Ekonomi Kreatif/Badan Ekonomi Kreatif.
Director of Operations of the Ashley Hotel, Ade Noerwenda, welcomed the spirit of collaboration brought forward by the Ministry. According to her, cross-sector collaboration opens new opportunities for the hospitality industry to deliver more innovative and market-relevant guest experiences.
“We just realized that many local games could be integrated as mentioned earlier. We are truly excited, especially since the Ashley Hotel already features thematic concepts. If there are collaborations that can match our themes, it will be an extraordinary partnership,” said Ade Noerwenda.
To conclude the meeting, Deputy Minister Irene invited Ashley Hotel Group stakeholders to play Sekata, a local board game by Ennoia Games that combines education and entertainment, and is often used as a medium for introducing Indonesian vocabulary on various occasions.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
