HeroPlay Hits 300 Daily Sign-Ups with 3.87% Meta CTR in Indonesia Test
SportsHero Limited’s new HeroPlay mobile gaming platform is off to a strong start in Indonesia, attracting nearly 300 daily subscribers and generating early revenue that validates its market strategy.
- HeroPlay averages 280-300 daily subscriber sign-ups in initial test phase
- Marketing channels outperform industry benchmarks, including 3.87% CTR on Meta Ads
- Strategic partnership with Indosat provides broad distribution and marketing reach
- Gross Subscription Value per user estimated between A$3.60 and A$6.75 monthly
- Focus on retention, game catalogue expansion, and scaling acquisition planned
Early Success in Indonesia
SportsHero Limited has reported promising early results from the launch of its HeroPlay mobile casual gaming platform in Indonesia, a key growth market in Southeast Asia. Over the first week of testing, the platform attracted an average of 280 to 300 new subscribers daily, signaling strong consumer interest in its subscription-based gaming offering.
Indonesia’s gaming market, dominated by mobile users, represents a lucrative opportunity with over 148 million active gamers and mobile gaming revenues exceeding US$1.3 billion annually. HeroPlay’s early traction suggests SportsHero is tapping into this demand effectively.
Marketing Outperformance and Strategic Partnerships
HeroPlay’s marketing efforts have outpaced industry benchmarks, with a standout 3.87% click-through rate (CTR) on Meta advertising compared to the typical 1.3% for entertainment categories. SMS marketing through Indosat, Indonesia’s second largest telecom operator with nearly 99 million customers, also delivered a CTR more than double the average for similar campaigns.
This partnership with Indosat is a cornerstone of SportsHero’s go-to-market strategy, providing access to multiple high-value distribution channels such as SMS broadcasts, app placements, and exclusive landing pages. These channels are expected to fuel subscriber growth as the company scales its marketing efforts.
Monetisation and Growth Strategy
Subscribers can choose from daily, weekly, or monthly subscription packages, with Gross Subscription Value (GSV) per user ranging from approximately A$3.60 to A$6.75. After revenue sharing and platform costs, SportsHero anticipates retaining between 35% and 85% of this revenue, depending on payment methods and channel partners.
Looking ahead, SportsHero plans to enhance the HeroPlay platform by expanding its game catalogue with premium and family-friendly titles, and by introducing engagement features like leaderboards and competitions to boost user retention and session length. The company is also focused on optimizing its multi-channel acquisition model to maintain efficient subscriber growth.
Cautious Optimism Amid Early Validation
While these early indicators are encouraging, SportsHero acknowledges that sustained success will depend on maintaining high retention rates, maximizing customer lifetime value, and executing its distribution plans effectively. The initial results, however, provide a solid foundation for scaling in Indonesia’s fast-growing mobile gaming market.
Bottom Line?
HeroPlay’s early momentum in Indonesia sets the stage for SportsHero’s next growth phase, but long-term retention and monetisation will be the true tests.
Questions in the middle?
- How will SportsHero sustain subscriber growth beyond the initial launch phase?
- What retention rates and customer lifetime values will HeroPlay achieve over time?
- How effectively can SportsHero scale its marketing spend while maintaining unit economics?
