ASX:SHO - Indosat’s Full Marketing Support for HeroPlay Update

5th March 2026

As highlighted in our recent investor presentation and 1HFY26 financial results announcement, Indosat launched their “full marketing support” for HeroPlay in mid-February.

Outlined below are the key strategic components of our joint marketing activities.

HeroPlay Features Prominently in Indosat’s major Ramadan marketing campaign

HeroPlay is the exclusive gaming partner for Indosat’s Ramadan campaign, "Do More, Get More", with a dedicated landing page and enhanced visibility in their IM3 app and as part of a phased rollout to include their Bima+ app (which have approximately 53m monthly active users collectively).

SportsHero created a community building competition concept called City Battle to drive friendly competition around Indonesia and loyalty in partnership with Indosat. City Battle is a nationwide, city-based gaming competition powered by HeroPlay which aims to drive subscriber growth and brand awareness.

The Indosat partnership extends the campaign’s reach through co-marketing, prize sponsorship, and app integration. Community and offline activations, such as events, gaming hubs, and school programs foster grassroots engagement. Collaborations with influencers and gaming creators amplify the campaign’s visibility and encourage participation.

The first game selected for the City Battle marketing program, is NSR Street Car Racing. Players choose a city to represent and compete for exciting prizes, including an F1 Singapore experience, Xiaomi phones, and mobile data packages.

Strategically launched during Ramadan to capture Indonesia’s peak consumer engagement window, the City Battle campaign runs for 4 weeks, whilst Indosat's Ramadan campaign runs until 30th April 2026. At that time, another HeroPlay game title will enter the marketing rotation, for the next quarterly joint marketing push.

Here are some of our targeted ads currently appearing on Meta, Google and YouTube:

The Media Loves City Battle Powered by HeroPlay

At the commencement of the City Battle joint campaign with Indosat, SportsHero sent out a press release and the story was picked up by major media outlets immediately. In the first two weeks alone, City Battle has garnered significant coverage, with 56 media re-posts, including features from Mashable Indonesia (LINK) and regional outlets like TribunNews Lampung (LINK).

These efforts have reached an estimated 12 million Indonesians, highlighting the campaign’s regional relevance.

KOL – Key Opinion Leader “Influencers”

The campaign also includes a strong Key Opinion Leader (KOL) program, engaging +140 influencers across Indonesia. These content creators post daily, operating on a performance-based affiliate model that rewards them for driving subscriptions. The winning city will host an exclusive fan meet-and-greet with KOLs, further incentivizing participation and loyalty.

Examples of influencer posts:

LINK

Initial Subscriber Growth Numbers Show the Joint Marketing with Indosat is Working!

As noted in our Business Trading Update – 26th February 2026 (included in the 1HFY26 Financial Results), subscriber sign-ups for HeroPlay increased to an average of 2,049 per day over the preceding 7 days, with the highest daily total being 2,453.

Management observed a clear positive correlation between Indosat’s marketing initiatives and the uplift in paid subscriber growth, providing early validation of the partnership strategy. Importantly, this traction was achieved very early in the marketing rollout, with the majority of the program yet to be deployed in full.

See the announcement here: ASX:SHO - Half Yearly Report and Accounts