Secret Game Marketing Tips From Indomie, World’s Best Selling Instant Noodle (Part 2)

By Irwanto Widyatri

In this second part of the series, I want to share about the product distribution strategy and Zero Moment of Truth (ZMOT)

What is another secret tip from Indomie about game marketing? Here’s the second part of the article!

Now we know about the importance of package for our product. It means that we are one step forward to do the user acquisition. In this part, I will explain how accessible Indomie is for their customer. Accessible means that the product is easy to get everywhere.

“Having a great idea for a product is important, but having a great idea for product distribution is even more important” – Reid Hoffman

Secret Game Marketing Tips From Indomie, World’s Best Selling Instant Noodle (Part 1)

Besides its delicious taste, Indomie also has the secret marketing strategy that can we implement to our game marketing's strategy.

LinkedIn’s Co-founder, Reid Hoffman says the same about the importance of product distribution. If we talk about distribution, so we should know what our customers’ habit and need about the product that we offer. Such as Indomie, when we search it in physical stores, we can find it everywhere, ranging from small stall to bigger retail stores like Carrefour. That means those points need this product’s availability.


In the digital world too, Indomie already prepared some distribution channel that relevant with their target customers, from selling the content or just a product review in social media or blog. The main goal of the diversity of access is to help customers get this product easier than before.

Zero Moment of Truth (ZMOT)


Move aside from Indomie, we should know an issue about Samyang noodle that contains specific DNA fragment from pigs. We can see that there are a lot of YouTube content titled Samyang Challenge. More video about Samyang noodle, it means that more people influenced about that product.

This is the behavior change from customers nowadays. We don’t trust a product easily from its advertising. But, we are busy to review it and compare our product with competitors’ products. This is our chance and this phase called ZMOT or Zero Moment of Truth.

In this phase, as a game developer, we should use all distribution channels that are familiar with our customers. The goal is not only to raise their awareness, but also to influence the prospective customer to download the game that we are offering.

Make sure that content that we built through the distribution channel can be trusted and persuasive. If needed, we can use a third party (or endorser) to review our game and do the soft selling. List all the endorser that you might think it will suit our need. Don’t be fooled by the followers’ number, but take a look at how close they are with their followers. For example, we can see the bond from the comments in each of their content.

Indonesian Gamers’ Data in 2017 – Consumer Insight

Before releasing a game, developers and publishers should know gamers' behavior. What about Indonesian gamers? Let's take a look at the data provided.

And also, we can hope that our game reviewed by our users and share it themselves in their social media. If it so, our task is not only to maintain the game but also our own assets like social media or the game’s official site or blog. Because in the future if we want to release a new product, we don’t start again from zero. We already have a loyal fan base that is engaged with our assets because we always maintain it.

So this is the end of ZMOT’s explanation. If you have another opinion, please share it in the comment section!

Irwanto Widyatri is the co-founder of Kardus Imajinasi, creator of Tebak Gambar.




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