Level Up powered by Agate x Provaliants Studio: Bringing Local IP to Life Through Game Experiences at hIPlay
The entrance to hIPlay at Lippo Mall Puri, featuring various brand partners and local IP characters.
How can games and gamification transform local IP into more interactive and memorable experiences?
The development of Indonesia’s creative industry is no longer just about creating attractive characters, stories, or intellectual property (IP). The next challenge is how that IP can be developed into an experience that brings characters and audiences closer together.
This spirit is present through hIPlay, an IP Experience Platform that brings various Indonesian characters and IPs into real-world experiences. hIPlay is designed not just as a playground, but as a platform that transforms IP into experiences while opening opportunities for engagement and growth.
Taking place at the Main Atrium of Lippo Mall Puri 2 from August 21 to 30, 2026, hIPlay presents various IPs through booths, games, meet and greets, and community activities.
Amidst this series of events, Level Up powered by Agate collaborated with Legenda Panji to present a game-based experience through the Loreng Run booth.
Collaboration Between Level Up powered by Agate and Legenda Panji
This collaboration serves as an example of how local IP can be taken out of the medium of stories and characters and then developed into an interactive experience.
Through Loreng Run, visitors get the opportunity to interact with the world of Legenda Panji through activities packaged in the form of a game. With this approach, the audience doesn’t just see or know the character, but also becomes part of the experience.
The excitement at the Loreng Run booth by Level Up Powered by Agate during the HiPlay event
This is one of the important principles in game-based experiences. When the audience is given the chance to participate directly, interaction with a brand or IP can feel more personal and memorable.
For Level Up powered by Agate, this approach also demonstrates how games and gamification can be used as a medium for engagement, not just as entertainment.
Loreng Run: Transforming IP into a Play Experience
One of the main attractions of this collaboration is Loreng Run.
Instead of presenting Legenda Panji only in visual or storytelling form, the experience was developed into an activity that invites visitors to interact directly.
Concepts like this allow an IP to have additional touchpoints with the audience. Characters that might have previously only been known through stories or specific media can now be present in the form of a playable experience.
Thus, Loreng Run is not just a game booth at an event. This activation shows how games can be a bridge between IP and the audience.
Visitors taking photos with the Loreng and Klepon character mascots in the hIPlay activation area.
The more forms of interaction that can be built around an IP, the greater the opportunity for the audience to get to know, remember, and build a connection with the character.
Why are Games an Attractive Medium for IP?
Games have different characteristics compared to other communication media. The audience does not just receive messages passively, but also makes decisions, takes action, and feels the consequences of the interactions they perform.
Therefore, when a game approach is used in IP development, the audience can have a more participatory experience.
In the context of Legenda Panji, an approach like Loreng Run can be one way to introduce IP to a wider audience through activities that are lighter, more accessible, and engaging.
The excitement of visitors trying out the Loreng Run booth at the HiPlay event
This is also relevant to the hIPlay concept, which brings together various IPs with different audience characters. hIPlay materials emphasize that every IP brings its own audience segment, while the combination of various audience behaviors can create broader and deeper engagement.
Fostering the Growth of the Indonesian IP Ecosystem
hIPlay itself has a concept as a traveling IP playground, with a journey covering Jakarta, West Java, Central Java, and East Java before returning to Jakarta for the finale. Each city becomes part of a journey that brings together IP, experience, and community.
This concept shows that IP development requires an ecosystem. IP doesn’t just need strong stories and characters, but also space to interact with the audience.
This is where collaboration between IP owners, the creative industry, and game-based experiences becomes relevant.
Chandra Sugiono (CEO of Provaliant Group) together with Muhammad Fauzy (Director of Facility Development for Indonesian Intellectual Property) while reviewing the Loreng Run game activation.
Level Up powered by Agate x Legenda Panji through Loreng Run is an example of how cross-field collaboration can create new forms of experience for a local IP.
Presence of Key Figures in the IP Ecosystem
The hIPlay series also became a momentum that brought together various parties who have a role in the development of the creative industry and intellectual property in Indonesia.
Present at this event was Chandra Sugiono, CEO of Provaliant Group, who is part of the organizing team and hIPlay ecosystem development. Event materials introduced hIPlay as an initiative aimed at pushing the creative economy through IP-based experiences.
Also present was Muhammad Fauzy, Director of Facility Development for Indonesian Intellectual Property.
Chandra Sugiono (CEO of Provaliant Group) together with Muhammad Fauzy (Director of Facility Development for Indonesian Intellectual Property) while reviewing the Loreng Run game activation.
The presence of these industrial and intellectual property development figures reinforces the message that IP development requires collaboration from various stakeholders.
It’s not just creators and IP owners, but also industry players, communities, the government, and parties capable of developing IP into products and experiences that have economic value.
From Character to Experience
The journey of an IP does not stop when a character is successfully created.
Characters need stories. Stories need an audience. And the audience needs a reason to keep interacting.
Games can be one of the mediums that connect the three.
Through Loreng Run, Level Up powered by Agate and Legenda Panji demonstrate how local characters can be developed into more interactive experiences. This approach opens up possibilities for local IP to continue expanding into various formats, from storytelling to games, event activation, community experiences, and other forms of engagement.
Ultimately, this collaboration is not just about having a booth at hIPlay. Loreng Run serves as an example of how local IP can be “brought to life” through play experiences, so that the audience not only knows a character but can also interact and create their own experiences with that IP.
Frequently Asked Questions
1. What is hIPlay?
An IP Experience Platform that brings local Indonesian characters and IPs to the real world through community activation, interactive experiences, and business growth opportunities.
2. Why are games effective for developing IP?
Games transform the audience from passive viewers into active participants, making interaction with characters and stories feel deeper, more emotionally connected, and easier to remember.
3. Why is the collaboration between local IP and games important, and how did Level Up realize it?
This collaboration expands the cross-media creative industry ecosystem. Level Up powered by Agate realized this through interactive activations like Loreng Run, proving that games are effective in strengthening engagement and uniting the creative ecosystem.
4. What are the benefits of gamification for IP, Events, and On-Ground Activation?
- For IP: Strengthens audience retention, emotional connection to characters, and opens opportunities for story expansion (cross-media).
- For Events: Increases visitor duration (dwell time), directs visitor flow via missions, and provides measurable interaction data.
- For On-Ground Activation: Reduces queue/booth boredom, encourages real action (instant reward), and triggers voluntary publication on social media.
Ready to Transform Your IP Characters and Stories Into Real Interactive Experiences?
Building an emotional connection between the audience and a brand is no longer enough through just visual or passive media. As seen in the Loreng Run collaboration at hIPlay, a game-based experience and gamification approach is proven effective in creating new interactive touchpoints, extending visitor dwell time, and increasing the economic value of intellectual property (IP).
Together with Level Up powered by Agate, we help IP owners, event organizers, and creative industry players design game-based activation solutions, ranging from on-ground interactive booths, mission and reward systems, to custom game development aligned with your brand narrative.
Author
Junialdi Dwijaputra
Hisyam Hesbi Wijonarko
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