Growing GOGOGO Across Southeast Asia’s Gaming Ecosystem

Founded in Indonesia, GOGOGO is a digital platform specializing in instant game top-ups and e-wallet recharges. It offers multi-currency support, zero admin fees, and local payment methods for seamless international transactions.

3X

Increase in users & transactions

600%

Transaction growth in Philippines

50%

Lower Cost per Purchase

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Market: Indonesia, Phillipines       Channel: DV360, Meta, Paid Search, TikTok

Background

In 2025, GOGOGO, a gaming top-up service, was launched to capture demand within Southeast Asia’s rapidly growing gaming economy. After establishing an initial presence in Indonesia, the focus shifted towards expanding GOGOGO’s user base into other Southeast Asian markets.

To leverage this next phase of growth, GOGOGO and M+C Saatchi Performance partnered in late 2025, with a clear focus on growing GOGOGO across markets while maintaining strong performance efficiency.

Objective

Our goal was to establish GOGOGO as a competitive player in the gaming top-up category by:

  1. Increasing purchase volumes by nearly 40%,
  2. Growing adoption across Indonesia while expanding into new Southeast Asian markets, starting with the Philippines,
  3. Improving demand capture by reaching users earlier in their journey, and
  4. Driving consistent, efficient growth across a broader mix of channels.

Challenge

GOGOGO was entering a highly competitive and fragmented gaming top-up market as a new challenger brand. Even within Indonesia, its presence was nascent, with significantly lower awareness than that of established competitors.

Growth here required capturing existing demand, which depended on visibility, relevance, and timing:

  • Campaigns were heavily reliant on a limited set of channels, restricting reach.
  • Activity was concentrated at the bottom funnel, thus missing discovery-driven users.
  • Generic messaging lacked relevance across diverse gaming audiences, and
  • Expansion into new markets like the Philippines required building awareness from scratch, with user behaviour differing from that in Indonesia. 

All of this made it difficult for GOGOGO to grow efficiently while building visibility and relevance from the ground up against more established players.

Our Approach

Our first step was to audit performance across channels and identify the key gaps in growth. In parallel, we analysed the market landscape, including competitors, top-performing games, and audience behaviour across platforms, to shape and refine our strategy. We also developed competitor and audience insight studies for the GOGOGO team to guide decisions.

And while doing so, we found out that GOGOGO needed to move beyond conversion-only activity and influence users earlier in their journey. Growth required diversification across platforms and gaming communities. 

So, we began by building a stronger foundation in Indonesia through structured optimisations across creative, media, and channel mix. Once we had established our growth model, GOGOGO expanded into new markets, including the Philippines. For this expansion, we followed a clear three-step approach:

  1. Market Analysis – Understanding local gaming behaviour, platform dynamics, and title popularity
  2. Strategy Translation – Adapting creative, media, and channel strategies to fit market nuances
  3. Execution & Scaling – Launching with a test-and-learn approach to identify winning combinations and scale efficiently

This allowed us to expand reach, improve relevance, and build a contextual full-funnel engine tailored to each market.

Creative Strategy

To improve relevance and engagement, we moved from broad messaging to game-led, audience-specific creative. We aligned creatives with popular and trending titles across each market.

Our campaign featured global hits like Valorant, Genshin Impact, and Roblox, and regional leaders like Free Fire and Mobile Legends: Bang Bang.

We also adapted game selection by market, prioritising titles that were more popular in the Philippines, even if they were less dominant in Indonesia.

Messaging was tailored to specific gaming communities rather than a generic top-up audience, extending into language localisation using a mix of English and Tagalog to better connect with Filipino users.

We used carousel formats to showcase multiple games within a single interaction, encouraging exploration and improving engagement. This was done to ensure GOGOGO remained relevant across a wide range of gaming interests rather than a narrow set of high-volume titles.

Media Strategy

For GOGOGO’s media strategy, we went from conversion-led optimisation to building demand across the gaming journey.

Search remained the foundation, capturing high-intent users actively looking for game top-ups. We expanded keyword coverage across priority titles and aligned campaigns with in-game events and peak usage windows to maximise intent capture.

To build demand upstream, we introduced a structured full-funnel approach. Mid- and upper-funnel activity was layered in to engage users earlier, creating a steady pipeline that improved overall conversion efficiency without over-reliance on last-click demand.

In the Philippines, where historical benchmarks were limited, we adopted a test-and-learn approach across all major platforms. This helped us identify market-specific performance patterns, allowing us to optimise budget allocation accordingly.

To sustain growth, we also reduced over-reliance on any single platform by redistributing investments and introducing incremental reach channels like DV360, creating headroom for scale across Southeast Asia.

Channel Strategy

GOGOGO campaigns initially relied heavily on Google, limiting visibility within broader gaming ecosystems. To address this, we expanded into platforms where gaming culture and discovery thrive, including TikTok and Meta Platforms.

Each channel was assigned a clear role within the funnel:

  • Google captured high-intent demand
  • TikTok drove discovery through trend-led, community-driven content
  • Meta enabled scaled reach and efficient conversion

In new markets like the Philippines, we activated all key channels early to map platform roles and understand local behaviour. This allowed us to refine the channel mix based on market-specific strengths rather than replicating Indonesia’s structure.

By matching channels to user behaviour and product needs, we were able to expand reach, improve relevance, and ensure each product connected with the right audience at the right stage of their journey.

Results

For GOGOGO Indonesia, expanded visibility across channels and gaming audiences resulted in a 3X increase in acquired users and transactions, helping the product compete more effectively in a crowded category.

Expansion into new markets proved effective, with GOGOGO Philippines delivering strong growth early on. Transactions increased by over 600%, while acquired users grew by more than 400%, driven by a 260% increase in spend.

Cost efficiency also improved significantly, with Customer Acquisition Cost (CAC) reducing by 34% and Cost per Purchase (CPP) improving by 50%, bringing performance in the Philippines in line with Indonesia.

Diversified channel investments brought new, sustainable sources of growth while reducing platform dependency, and the full-funnel restructuring improved early-stage engagement and demand capture, driving more consistent performance.

3X
Increase In Acquired Users and Transactions
600%
Transaction Growth In The Philippines
50%
Lower Cost Per Purchase
34%
Reduction In Customer Acquisition Cost (CAC)

Conclusion

Growing GOGOGO required a shift towards a broader, behaviour-led growth strategy. By combining channel diversification, discovery-led media, and contextual creative, we helped GOGOGO expand into new markets, connect with multiple gaming communities, and build a more sustainable growth engine.

This approach positioned GOGOGO for consistent growth within Southeast Asia’s evolving gaming ecosystem.