Indonesia is both "honey and a sting" for a media buyer: a huge, engaged audience and cheap mobile traffic, paired with a strict, full‑scale legal ban on gambling.

In the 3S.INFO review, we break down what's actually happening with iGaming in Indonesia, why affiliates and operators need this GEO, and what risks are crucial to keep in mind here.

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Indonesia is the largest economy in Southeast Asia with over 270 million people. It has a young, mobile-first audience that lives on their smartphones and actively responds to visual and emotional content. For a media buyer, this means cheap clicks, solid CTR, and a strong interest in fast money and games.

According to the Indonesian Financial Transaction Reports and Analysis Center, PPATK, approximately 800 trillion Indonesian rupiah (tens of billions of dollars) passed through online gambling in 2022–2023 alone. Then, in 2024–2025, authorities launched a massive crackdown. According to PPATK estimates, online gambling turnover dropped by about 20%, down to 286–288 trillion rupiah in 2025. Despite this, activity remains enormous. We are talking about hundreds of millions of transactions per year.

So the situation is paradoxical. By law, everything is forbidden. But in terms of real user behavior, Indonesia is one of the hottest markets for online casino and betting interest. This is what attracts operators, affiliates, ad networks, and everyone who works with gambling offers.

For a media buyer, this GEO is interesting because:

  • Traffic is mobile, cheap, and responds well to emotions and storytelling;
  • Competition is lower than in top EU/US markets. Many strong teams haven't arrived yet;
  • The market is still growing, despite government crackdown efforts.

This kind of review is useful for operators and affiliates. Indonesia is a classic example of gray market activity under strict regulation. Demand exists. There is a lot of money. But the rules change on the fly. Without understanding the local context, it's easy to end up in an unpleasant situation.

Gambling Legislation and Regulation

Formally, there is no regulated iGaming in Indonesia. Gambling is not regulated. It is completely banned. The legal framework is built around several laws:

  • The Criminal Code (Articles 303 and 303 bis) criminalizes both offline and online gambling;
  • Law No. 7 of 1974 on gambling control strengthens the ban;
  • The Electronic Information and Transaction Law (ITE Law, Law No. 11/2008 with 2024 amendments) introduces separate liability for distributing and facilitating online gambling. Offenders can face up to 10 years in prison for online content related to gambling.

Online casinos and online betting are not allowed in any white format. There are no licensed operators inside the country. This means that all the major sites used by local players are offshore or foreign projects. They technically operate from outside Indonesia.

Key authorities involved in the fight against online gambling:

  • The Ministry of Communication and Information Technology (Kominfo / Komdigi) is responsible for blocking websites and removing content, including on social media;
  • PPATK (Financial Transaction Reports and Analysis Center) is the financial intelligence unit. It tracks transactions linked to online gambling and initiates account freezes;
  • The financial regulator OJK (Financial Services Authority) and banks work together. Through OJK, accounts and payment channels connected to gambling are frozen.
Indonesia does not issue gambling licenses. Therefore, there is no register of licensed operators. There is also no formal regulatory commission that specifically oversees iGaming.

Which Operators and Casino/Betting Brands Work in Indonesia?

Since the country does not issue its own licenses, all brands used by the local audience are formally foreign. These include offshore casinos, international bookmakers, and Asian platforms that accept traffic from Indonesia but are legally based in other jurisdictions.

The strength for such operators is high audience engagement and large transaction volumes. The weakness is high legal risk and constant pressure from local authorities in the form of blocks and financial restrictions.

How Much Money Do Gambling and Betting Generate?

Since there is no licensed iGaming sector in the country, there is also no separate tax on GGR or special taxes for gambling operators. The state views all online casinos and bookmakers as illegal. Accordingly, it does not build a tax system for this industry.

At the same time:

  • PPATK and tax authorities track large money flows linked to online gambling. They consider them part of the shadow economy;
  • In public reports, authorities periodically share turnover estimates to show the scale of the problem. According to PPATK data, online gambling generated an estimated turnover of around 359.8 trillion rupiah in 2024. In 2025, it was about 286.8 trillion rupiah, which is equivalent to roughly 19 billion dollars.

Separate taxation of player winnings as legal income is not formalized here. The reason is that the activity itself is considered illegal.

Site Blocks and the Fight Against the Gray Market in Indonesia

Indonesia fights online casinos and betting very aggressively. It does so on several fronts at once.

First, mass blocking of domains and content. The Ministry of Communication and Digital Affairs regularly reports the number of blocked sites and accounts. Since 2018, over 500,000 resources linked to online gambling have been blocked. In the first days of 2025, more than 43,000 pieces of content were blocked in just one week. This included websites and social media. By 2025, the total number of removed materials related to gambling and harmful content had exceeded 1.3 million items.

Second, blocking payment channels. From September 2023 to the end of 2025, more than 30,000 bank accounts linked to online gambling were frozen by PPATK and financial regulators. Authorities are also discussing measures to prevent gambling payments through mobile wallets, phone balances, and fintech services.

Third, criminal liability is being strengthened. Amendments to the ITE Law, along with the application of Criminal Code articles, allow for actual prison sentences and large fines for organizing, promoting, or facilitating online gambling.

Fourth, soft power is actively used. This includes digital literacy campaigns and efforts to explain the risks of gambling to the public. The goal is to reduce demand.

In Indonesia, people are actually punished for online gambling and betting. Authorities don't just go after websites. They go after people as well.

  • Under the new lectronic Information and Transaction Law (ITE Law), which was updated in January, online gambling is directly prohibited. For organizing or facilitating it, offenders can face up to 10 years in prison and a fine of up to 10 billion Indonesian rupiah (approximately 645,000 dollars).
  • There are also high-profile cases. At the beginning of 2025, several men in one province were publicly caned for participating in online gambling. One received 22 strokes. Three others received 9 strokes each. The severity of the punishment was calculated based on their bet amounts and winnings, in accordance with local Sharia norms.
  • Even government officials came under fire in 2024–2025. Police arrested 11 employees of the Ministry of Communication and Digital Affairs. They are suspected of facilitating online gambling and "forgetting" to block around 1,000 websites.
  • The financial intelligence unit PPATK and regulators are actively freezing money. In 2024 alone, 28,000 bank accounts linked to online gambling and other illegal activity were frozen. Then in May 2025, an additional 5,000 accounts were blocked.
  • Meanwhile, the Ministry of Communication reports mass blocks. From July 2023 to June 2024, nearly 3 million online casino sites were blocked. More than 5,700 requests to block bank accounts linked to them were submitted. Social networks that do not help remove gambling ads can face fines of up to 30,000 dollars.
  • Separately, travel guides and consular advisories emphasize that even a home poker game for money or betting through an app from a villa in Bali can lead to trouble with the police. Any form of gambling is considered illegal, and cyber police monitor online betting activity.

Prospects for iGaming Development in Indonesia

There are no signs of imminent iGaming legalization on the horizon. Some niche ideas are being discussed. For example, options for creating land‑based casinos in tourist areas like Bali and Batam. These would be for foreigners only, following a "casino for non‑residents" model similar to Malaysia. But this is about offline gambling and tourism. It is not about online casinos for the local population.

The main trend right now is tightening control. This includes stronger content filtering, the use of AI monitoring systems, and joint operations by ministries and the financial intelligence unit. The goal is to cut off oxygen for online gambling. For the market, this means one thing. In the coming years, expect more pressure, not softer rules.

General Overview of the Market and the Country

Indonesia is an archipelago in Southeast Asia. It is one of the most populous countries in the world, with more than 270 million people. Major cities include Jakarta, Surabaya, Bandung, Medan, and Makassar.

The official language is Indonesian. English is widely used in business and among urban populations, but not everyone has a good command of it. 

The official currency is the Indonesian rupiah (IDR).

Historically, gambling in the country was strictly limited by religious and cultural norms. It was later codified in law as a prohibited activity. Nevertheless, as internet and mobile devices spread, online gambling began to grow through foreign platforms.

Internet and smartphone penetration in the country is very high. Indonesia is considered one of the largest mobile markets in the world. A significant portion of the population accesses the internet only through their smartphones. This creates ideal ground for mobile casinos, slots, and betting. That is why many operators and affiliates are looking this way.

Target Audience Characteristics for Casinos and Bookmakers in Indonesia

Who gambles? A typical online gambling player in Indonesia is a man aged 20 to 40. He lives in a city. He actively uses a smartphone and mobile apps. Incomes vary widely, but overall this audience has a low average ticket. They respond well to bonuses, promotions, and visual "proof" of wins.

According to local research, up to 8 out of 10 Indonesians have encountered gambling in some form or shown interest in it. For marketing, this means the audience is very easily engaged by simple storytelling plots like "ordinary person — big win", short emotional videos, and creatives featuring lots of money on screen.

In terms of game preferences, slots, simple games with instant feedback, and live casino formats perform well. In betting, football takes most of the interest: local and international leagues, national team tournaments. Basketball and other popular sports are also in demand.

  • The most widespread and "people's" sports are badminton, football, and the traditional martial art pencak silat. Badminton is practically a national sport. People play it in yards, on streets, and in halls. The Indonesian national team has historically been among the world's top.
  • Football is also very popular. The country has its own league, active fans, and a strong culture of watching matches on TV and in bars. Many practice pencak silat both as a martial art and as part of their cultural identity.
  • In terms of resident participation and engagement, basketball and volleyball also do well alongside badminton and football. In coastal and tourist regions, especially on Bali and other resort destinations, water sports are highly developed. These include surfing, kiteboarding, windsurfing, and other water activities.

In the Indonesian context, silat is a traditional martial art. It is most commonly referred to as pencak silat.

This is not just fighting for the sake of sport.

  • It is a complete system of self-defense featuring strikes, throws, joint locks, and the use of traditional weapons.
  • At the same time, it is culture and philosophy. The movements often look like a dance or ritual, but behind them lies practical combat meaning.
  • The practice is built on discipline, respect for elders, spiritual development, and the preservation of local traditions.

Pencak silat is recognized by UNESCO as an intangible cultural heritage. In Indonesia itself, it is considered part of the national identity. Many people practice it, including children, young adults, the police, and the military. There are sports competitions and demonstration performances.

Esports is growing rapidly in Indonesia. The country is among the largest markets for mobile esports disciplines. A portion of the audience places bets on MOBA and shooter tournaments.

Payment Solutions and Localization

Working payment solutions are a critically important factor for any operator accepting traffic from Indonesia. Users are accustomed to local e-wallets and fintech apps. They often access all kinds of online services through them.

Among the popular payment solutions in Indonesia are DANA, GoPay, OVO, LinkAja, Jenius, Xendit, as well as Visa and Mastercard bank cards and various online wallets. Banks and mobile providers play a key role. Payments go through them. At the same time, they also participate in blocking suspicious transactions when notified by regulators and PPATK.

Due to the government's tough stance on gambling, payment providers try to minimize risks. Their attitude toward any transactions linked to online casinos and betting is very cautious. Operators and affiliates need to keep in mind that the rules and approaches are constantly tightening. They should plan their work to avoid direct conflict with local legislation and the financial sector.

Traffic and Marketing for Gambling in Indonesia

Why can you actually make money on traffic here? Indonesia is considered a Tier 3 market. Competition is relatively low compared to Europe and the US. Traffic is cheap. And the audience is huge and not yet fully tapped. For affiliates, this means plenty of room for testing. You can try different funnels, create local creatives, experiment with formats and angles, without immediately hitting sky-high CPCs.

According to industry estimates, the online gambling market in Indonesia was valued at approximately 17 million dollars in 2024. The forecast shows growth to 22–23 million dollars by 2029. This only covers the visible part of the market and does not account for the shadow segment. This creates solid opportunities for affiliates. There is demand. There is money. There is growth. And there are still not many strong local teams.

Affiliates have access to standard CPA and RevShare models, sometimes hybrid deals, as well as exclusive offers from networks that actively push Indonesia as one of the key Asian GEOs.

Affiliate Marketing in Indonesia: Risks and Windows of Opportunity

The main risks of working with this market are legal and technical. The state officially considers gambling illegal. It makes no distinction between gray and white iGaming. This leads to aggressive policies on domain blocking, content removal, and restricting payment channels.

The technical risk is a high probability of being blocked. This applies to both websites and ad sources, especially on mainstream social networks. Authorities monitor those most closely. In addition, payment channels are unstable. What works today may end up under review and blocked by the financial intelligence unit tomorrow.

On the other hand, this very turbulence creates windows for growth. When some players are washed out of the market due to blocks, those who remain and know how to work carefully with local conditions can capture a larger share of traffic and earn higher payouts. Promising directions for the next two to three years include careful work with mobile traffic, localized creatives, and a format that feels more like entertainment content rather than hard aggressive advertising.

Marketing Channels and Approaches

Running gambling creatives openly on social media in Indonesia is becoming increasingly difficult. Platforms aggressively remove gambling ads. Local regulations restrict not only gambling content itself but also the format of social commerce. For example, regulators specifically emphasize that social media can be used for promotion but not for transactions. Direct payments through social platforms are not allowed.

Against this backdrop, according to ad networks and media buying teams, push and pop formats perform well. Native advertising in messengers and niche channels also works. These formats allow you to reach audiences that have voluntarily subscribed to notifications or content. They are also less dependent on automatic bans on mainstream social media.

Influencers and streamers also play a role. Some traffic comes through entertainment and gaming channels, where gambling is presented to audiences as part of lifestyle content or entertainment. For SEO, classic tactics remain relevant. These include using the local language, optimizing for popular search queries, adapting content to the Indonesian market, and covering relevant topics.

Which Social Networks Are Blocked in Indonesia?

As of April 2026, Indonesia does not have a total blanket ban on specific social networks or messengers for all users. However, there are very strict restrictions based on age and content.

Authorities have launched a new framework that prohibits children under 16 from using major "high-risk" digital platforms. This designation specifically includes Instagram*, Facebook*, YouTube, TikTok, X, Bigo Live, Threads, and Roblox. These platforms are required to deactivate accounts of users under 16 and prevent them from registering.

For adult users, these social networks and messengers (including WhatsApp and other popular services) are generally accessible. However, the state actively pressures platforms. It demands the removal of harmful content and the implementation of age filters. Authorities may also tighten restrictions if they believe that services are not complying with local rules.

It is convenient to monitor the situation in Indonesia and other countries through the "Blocked Services" section on 3S.INFO.

Among Asian regional solutions, LINE has a presence in Indonesia. It is historically strong in Japan, Thailand, and Taiwan. It also has its own niche in Indonesia, though it is far behind WhatsApp in terms of reach.

Practical Cases

From publicly available case studies, the following approaches work well in Indonesia:

  • Creatives with simple "before/after" storytelling that show the journey of an ordinary person toward a big win;
  • Visual proof of wins: screenshots, stacks of cash, emotional facial expressions, reactions from family and friends;
  • Local elements: national symbols, references to popular local brands, jokes and memes that are specifically understood by the Indonesian audience.

Teams that invest in localization (adapting copy and visuals to the Indonesian language and cultural context) achieve higher CTR and conversion rates compared to generic creatives.

Checklist for Launching Traffic in Indonesia

In short, before entering Indonesia with a gambling or betting vertical, it is worth doing the following:

  1. Understand the local realities and legal background. Do not build a strategy in isolation from the fact that gambling is effectively banned.
  2. Carefully choose your traffic sources. Focus on formats that are less sensitive to blocks and bans.
  3. Plan your payment scenarios in advance. Consider the role of local e-wallets and banks, as well as possible restrictions on their side.
  4. Take localization seriously. Language, visuals, creatives, narrative — everything should feel like it is "about Indonesia," not just a translated English landing page.
  5. Be prepared for the rules to change. Build flexibility and continuous monitoring into your strategy.

The bottom line for a media buyer is simple. Indonesia is a huge, lucrative, and emotionally charged market. The audience genuinely loves gambling. But the state is officially at war with online casinos and betting. If you work with this GEO, it makes sense to treat it as a high‑risk vertical. Success here depends not only on your ability to drive traffic. It also requires an understanding of local specifics, careful execution, and a willingness to adapt quickly to changes.