![[EXCLUSIVE] Beyond the Base Game: Cygames on What Endless Ragnarok Means for Granblue Fantasy: Relink](https://cdn.gamerbraves.com/2026/06/GBF-Relink-Endless-Ragnarok-Exclusive_Interview_FI-360x180.jpg)
![[IGDX 2025] Exclusive Interview with Level Infinite’s Agung Chaniago on Gameseed Building Indonesia’s Gaming Future](https://cdn.gamerbraves.com/2025/10/Gameseed-IGDX-2025_Interview_FI.jpg)
We had the exclusive chance to sit down with Agung Chaniago, Country Head of Level Infinite Indonesia, during IGDX 2025 to discuss how the gaming industry is evolving in the region and what Gameseed means for local developers trying to make their mark. Level Infinite currently supports multiple major game titles in Indonesia, including PUBG Mobile, Honor of Kings, and NIKKE, giving Chaniago a unique perspective on what works in the local gaming market and what aspiring developers need to know.
Supporting Local Talent
When asked about GameSeed’s effectiveness in nurturing local talent, Chaniago highlighted three key benefits the program offers to Indonesian game developers.
“This is like the official way for the local game developer to be seen, not only locally, but globally, which is like very good,” he explained. The program provides developers with international visibility that would otherwise be difficult to achieve independently.
Beyond exposure, the initiative offers something equally valuable: mentorship. “They have like very good mentorship, not only from our side, but the other game developers and publishers internationally,” Chaniago said. This guidance helps developers understand how to craft better games and how different markets might receive their work.
The third pillar involves government support, which Chaniago believes builds confidence and expands networking opportunities within the game development and publishing community.
What Indonesian Game Developers Really Need
Chaniago drew a distinction between the needs of established studios and smaller indie teams. For more established developers, he emphasized the importance of building infrastructure.
“If we compare to another global game developer, like they have like their QOL ecosystem, they have like their publishing ecosystem, they have like their own creative studio and manpower and everything,” he noted. He believes Indonesian developers need to strengthen their local foundation—including quality of life support systems, publishing infrastructure, and creative resources—before pursuing global expansion.
For smaller indie teams with limited resources, Chaniago suggested a different approach: understanding market trends. He used a recent viral game as an example: “We have the Need for Seat I think like currently it’s very viral. Like everyone is using their chair to race, using like the Need for Speed, but they change like Need for Seat.”
This game resonated locally because it tapped into shared cultural memories. “Me, as an Indonesian, when I was a child, I played like Need for Speed, and the majority of everyone knows this as well,” Chaniago explained. He encouraged indie developers to focus on creating engaging games that connect with local audiences first, then scale up as they secure more resources.
Localization as a Two-Way Street
One of the more interesting discussions centered on how localization works both for bringing global games to Indonesia and potentially taking Indonesian games global.
Chaniago shared examples from Level Infinite’s own titles. For PUBG Mobile, the company has created over five local skins and even designed a map based on Crystal Bay in Bali. For Honor of Kings, despite its strong Chinese heritage spanning 10 years, Level Infinite introduced Garuda—Indonesia’s mythical bird and national symbol—into the game, along with batik skins for heroes.
“That’s like maybe can be learned if you want to try to penetrate into like international or global markets,” he suggested.
However, he acknowledged the challenge facing smaller studios: “I believe it will be still like on the track what kind of trends that you will bring into your games into certain markets.” With millions of games released globally, success for smaller titles remains difficult despite quality work.
Smart Partnerships
When discussing PUBG Mobile’s localization strategy, Chaniago revealed an approach that could serve as a template for resource-strapped indie developers.
“We explore what we can have in Indonesia’s culture that everyone is like knows without like owning the IP,” he said. Level Infinite partnered with Indomie, Indonesia’s largest noodle brand, creating in-game items like backpacks designed to look like the brand’s iconic cardboard packaging.
“The pricing point is like we are spending zero money for that,” Chaniago explained. Instead, both parties shared resources—Level Infinite promoted Indomie’s 50th anniversary through in-game activities, while Indomie provided its own marketing support.
“This is something that maybe can become a reference also for like the local game developer,” he added, suggesting that major Indonesian brands might be willing to support local games through similar cross-IP collaborations.
The Business Side of Game Development
Chaniago emphasized that technical skills alone don’t guarantee success—developers need business acumen too.
Beyond the educational content Gameseed provides, he believes the real value lies in networking opportunities. “The networking to like big game publishers in Indonesia or even like globally” gives participants advantages that extend beyond classroom learning. “They can always like connect with us, with other game publishers also to know more or maybe like to create more opportunities locally together.”
He stressed the importance of market fit, sharing an example from Level Infinite’s own portfolio. When considering an NBA basketball game for Indonesia, the company identified a potential mismatch. “We need to identify first, do Indonesians like basketball or not? Will this game be like connected to the Indonesian user or not? Because it’s like different from football, right?”
Ultimately, Level Infinite decided against publishing that title in Indonesia because football dominates the local sports culture. “Market identification is one thing that local game developers need to understand before they create the game,” Chaniago advised.
Level Infinite’s Long-Term Vision
When asked about Level Infinite’s motivations for supporting Gameseed, Chaniago pointed to mutual benefit.
“We want to support the local game community. Because we believe if like the overall industry is growing, we also will see like how the game developer will open maybe new markets in Indonesia that will become our opportunity as well.”
He also expressed interest in what Gameseed participants are creating. “We want to see any interesting games in Gameseed as well. Maybe we will have like more long-term opportunities for them as well that we can learn as well. Not only like we teach them, but we also want to learn like what kind of game or good games that they’ve created.”
When pressed about whether Level Infinite might publish Indonesian-developed games, Chaniago remained diplomatically open. “I think we cannot say the chance is zero, but we will explore more on that part as well after like looking at every game as well.”
Bringing Global Trends to Local Markets
Chaniago concluded by outlining Level Infinite’s broader strategy for Indonesia: identifying global trends and adapting them to local tastes.
“Our main strategy is like how to localize this as like the new selling point for our product in Indonesia,” he said. This approach extends beyond game mechanics to include cultural elements like collaborations with international artists—he mentioned PUBG Mobile’s partnership with G-Dragon as an example.
“Not only like bring the game, but we want to bring the global trends into Indonesia’s market as well.”
As Gameseed continues to develop, Chaniago’s insights suggest that success for Indonesian game developers will require a careful balance: understanding local culture and market demands while building the infrastructure and partnerships needed to compete globally. For aspiring developers participating in Gameseed, the path forward seems clear—start local, learn the business, build connections, and grow strategically.
![[TGS2025] Europa Universalis V Preview – First Look at Paradox’s Long-Awaited Grand Strategy Sequel](https://cdn.gamerbraves.com/2025/10/Europa-Universalis-V-TGS2025_Preview_FI-75x75.jpg)
