The study aims to understand how Nimo TV, a game live streaming platform who entered Indonesian market in 2018, communicates playing game and game broadcasting as a career option in Indonesia while creating intervention towards the negative perspective of gaming in the country. The research employed a qualitative method with phenomenology approach and source triangulation analysis. The primary data are obtained from in-depth interview with both internal and external key informants while data taken from literatures, website, social media, etc. acts as secondary data. The research found that Nimo TV did their marketing campaigns based on social marketing and computer mediated communication theory and succeeded in becoming the top 3 live streaming platform in Indonesia within a year, catching up with YouTube and Facebook who existed for more than a decade earlier in the country. Nimo TV communicates gaming and game broadcasting as career as well as creates intervention towards negative perception on gaming in Indonesia by creating exchanges in value through social offering and positioning the platform as an alternative media for gaming developers/publishers that provides real-time two-way interactions.

Keywords: Social Marketing, Computer Mediated Communication, Esports Industry, Game Industry, Marketing Communication, Live Streaming