- 019,322 signed up in HeroPlay's 5-day Indonesia launch.
- 0211.6% of visits converted; 40% redeemed rewards.
- 03600+ purchases attempted; carrier billing planned.
SportsHero (ASX: SHO) has recorded 9,322 new registrations during the five-day soft launch of its HeroPlay Gaming Universe platform in Indonesia, testing customer demand and its ability to handle concentrated traffic.
The launch attracted 80,220 sessions and more than 215,000 page views between 4 and 8 November, with no reported technical interruptions.
About 11.6% of visits converted into registrations, while 3,728 users redeemed in-game rewards, equivalent to approximately 40% of those who signed up.
The trial centred on a single game and product during the Mobile Legends: Bang Bang Professional League Indonesia Season 18 playoffs, ahead of a broader commercial rollout.
Customer Journey Test
The limited release was designed to determine whether players would visit a platform outside their usual gaming channels, then register, redeem incentives, and attempt purchases.
Community and partner referrals accounted for 68% of sessions, providing an initial measure of how effectively the business can acquire users without relying exclusively on paid traffic.
More than 600 purchases were attempted at an average transaction value of approximately $6.69, although SportsHero did not disclose the number completed or revenue generated.
Insufficient funds was identified as the main reason for abandoned transactions, highlighting a payment barrier the planned direct carrier billing (DCB) integration is intended to address.
An early organic-traffic cohort achieved a 13.3% visit-to-registration conversion rate, with 84% of those users claiming a gift and 80% redeeming it.
Broader Payment Channels
The soft launch proceeded without integrated DCB, which would allow participating telecommunications customers to pay through their mobile accounts rather than an alternative checkout method.
SportsHero plans to add products from existing content suppliers over the coming weeks, expanding beyond the single voucher used in the initial campaign, with the central application programming interface hub designed to incorporate further supplier products as additional commercial agreements are established.
The proposed range includes gaming top-up vouchers, digital gaming codes, direct-to-consumer webshops, in-app purchases, and payment capabilities.
“We’re now bringing our other content supply partners on board, adding thousands of items to HeroPlay in the coming weeks, and are looking forward to what comes next,” chief executive officer Tom Lapping said.
“With a much broader range on the platform, we know HeroPlay is well positioned to drive consumer acquisition, engagement, and retention together with our telco partners.”
Other Commercial Opportunities
The wider platform is also intended to create opportunities in digital goods, in-app advertising and payments, extending its scope beyond the gaming vouchers offered during the trial.
SportsHero cited industry estimates of a US$205 billion global gaming market, including US$103bn in in-app purchases and US$62bn in in-app advertising.
The company intends to use the initial engagement and transaction data to inform its strategy with telecommunications partners across Southeast Asia and other markets.
Its next operational test will be whether a larger catalogue and DCB integration can translate the demonstrated registration and reward activity into sustained purchasing and revenue.
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