From Rank to Reach: MMR as Social Currency and Personal Branding in Indonesia’s DOTA 2 Community
DOI:
https://doi.org/10.59971/jumawa.v3i3.422Keywords:
DOTA 2, MMR, Personal Branding, Esports, Digital IdentityAbstract
The growth of esports and social media has transformed gaming achievements into forms of digital social capital. In Indonesia’s DOTA 2 community, Matchmaking Rating (MMR) functions not only as a ranking system but also as a symbol of credibility and online identity. However, limited qualitative studies have examined how players use MMR to build personal brands on social media platforms. This study aims to explore how Indonesian DOTA 2 players leverage MMR as social currency in constructing digital personal branding. This research employed a qualitative approach using digital ethnography and narrative analysis. Data were collected from TikTok, YouTube, Discord, OpenDota, and Dotamax through observations of content creators and gaming communities. The findings show that MMR serves as a status marker, storytelling tool, and source of social legitimacy. Two dominant branding archetypes were identified: the “Elite Educator,” who emphasizes expertise and strategic guidance, and the “Relatable Striver,” who builds engagement through humor and shared gaming experiences. TikTok emerged as the primary platform for audience reach and organic brand growth. The study concludes that successful gaming personal branding depends not only on competitive rank, but also on how players narrate and communicate their gaming experiences across digital platforms.
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References
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