Juliana Siahaan
Oct 23, 2025
Pasar Seni Bermain 2025:
Ashley Hotel Group and EKRAF Collaboration to Boost
Indonesia’s Local PlayStation 5 Game Industry
Ashley Hotel Group in collaboration with the Ministry of Creative Economy (EKRAF), officially launched an innovative partnership through Pasar Seni Bermain, held from October 22-24, 2025. This three-day event marks an important milestone in showcasing Indonesian creativity by bringing locally developed video games to Ashley Hotel’s PlayStation 5 (PS5) facilities, available for all guests to experience in the Family Room.
The event was inaugurated with a ribbon-cutting ceremony by Mrs. Irene Umar, Deputy Minister of EKRAF; Mrs. Dessy Ruhati, Sekretariat Ministry of Ekraf; and Mrs. Ade Noerwenda, Director of Operations at Ashley Hotel Group. The ceremony was followed by the signing of a Memorandum of Understanding (MoU) between Ashley Hotel Group and EKRAF, reinforcing their shared commitment to supporting Indonesia’s digital creative industry, particularly the gaming sector.
As part of this collaboration, 4 (four) Indonesian-developed video games are now officially available on PS5 consoles at Ashley Hotels:
● Petit Island – an open-world tropical exploration game.
● Gigapocalypse – a pixel-art action game that lets players step into the role of a giant monster.
● Kitaria Fables – an action-adventure RPG featuring farming and crafting elements.
● Knight vs Giant: The Broken Excalibur – a roguelite fantasy game inspired by King Arthur’s legend.
The games will be installed at two Ashley properties: Ashley Tanah Abang (Thematic Family Rooms, 6 units) and Ashley Tugu Tani (Family Loft Rooms, 9 units). This initiative is designed to provide families and children with a more engaging and meaningful stay. By highlighting locally developed games, Ashley Hotel Group aims to create a more enjoyable in-room atmosphere while introducing guests to Indonesia’s creative digital products.
In addition to the game launch, Pasar Seni Bermain also features a series of exciting programs, including:
● Talk Show: “Meaningful Play” with mental health practitioners and board game communities.
● Panel Discussion: “The Future of Hospitality: Innovation & Creativity” with hospitality industry experts.
● Board Game Sessions with APIBGI (Indonesian Board Game Industry Association) running throughout the day.
● Live performances by Ashley Acoustic Band every evening.
The event also showcases over 30 local SMEs through interactive booths, giving visitors the opportunity to discover handcrafted products ranging from creative goods and handicrafts to authentic Indonesian culinary delights. This initiative not only enriches the visitor experience but also strengthens the creative economy ecosystem by providing local entrepreneurs with greater visibility and direct engagement with a wider audience.
“Ashley Hotel Group believes that a hotel is more than just a place to stay—it is a space for creativity, play, and meaningful interaction. Through this collaboration, we aim to provide guests with fresh experiences while also helping local games gain broader recognition,” said Ade Noerwenda, Director of Operations at Ashley Hotel Group.
With the spirit of play, collaboration, and support for local creativity, Pasar Seni Bermain is set to become a pioneering step in bridging the hospitality sector with Indonesia’s creative industries.
