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Potentials and Challenges in Indonesia’s Game
             Developer Industry

                  Marlin Sugama
         IGDA Jakarta Chapter Coordinator
                         p
Who are you? and Why should I care?
 Marlin Sugama: in game industry since 2002
 • Designer and Project Manager for INSPIRIT Arena
       g             j        g
 • Involved in over 10 game projects
 • Indonesia representatives for various international gaming
   events
 • Women in Videogames
 • Co‐ Founder of Main Games and Main Motion Studio
 • IGDA (International Game Developer Association) Jakarta
   Chapter Coordinator
 • MIKTI (Masyarakat Industri Kreatif TIK Indonesia) Assistant
   Secretary General
           y
Main Games Studio Productions
Main Games/Motion



“Main Games/Motion Studio
      Portfolio Clip”
                Clip
Videogame Industry Value Chain


Developers          Publishers   Distributors   Retailers   End Users




1.Engine
                1.Marketing
2.Application
2     li i
                2.Promotion
3.Art Assets




www.wikipedia.org
Indonesia Videogame Industry Overview
              Number of Game Published
  Year No of Games Published
   2002   3

   2003   2
                                            From 31 published
                                                    p
                                               games, only 1
   2004   1
                                            made in Indonesia
   2005   9

   2006   6

   2007   4

   2008   6
www.inaigda.org‐ Indonesia Game Developer Catalog
Indonesia Videogame Industry Overview
                     Game Publishers
    1    Boleh Game
    2    Lyto
    3    Dream Web Technology
    4    Play On
    5    Borneo X
    6    Global World Technology
    7    Infomedia Nusantara
    8    Jaspace
            p
    9    Megaxus Infotech
   10    Datakom Wijaya Pratama
   11    WaveGame
   12    Kreon
   13    Serenity
   14    Apple Tree
   15    AMP
www.inaigda.org‐ Indonesia Game Developer Catalog
Indonesia Videogame Industry Overview
                     Game Publishers

1     Matahari St di
      M t h i Studios            11   Wreckers Game Studio
2     Altermyth Studio           12   Strategocorp
3     Menara Studio              13   BGLS
4     Max Studio                 14   AMP
5     Agate Studio
       g                         15   Cartix
6     Wandah Flash               16   Art and Logic
7     Loki Laki Studio           17   Sangkuriang Studio
8     A Box                      18   Divine Kids
9     Caravan Studio             19   IplayAllDay
10    Main G
      M i Games Studio
                    St di
www.inaigda.org‐ Indonesia Game Developer Catalog
Indonesia VS Other SE Asia Countries
 What We Have What We Don t have
         Have‐        Don’t
What We Have                        What We Don t Have
                                            Don’t
1.   Extremely competitive          1.   Exposure to global standards
                                    2.   Hands on training and
     costing                             experience in working on
                                           p                   g
2.   Raw “refinable” high quality        AAA title
     (arts) talents                 3.   Specific school or programs
                                         that teaches game
3.
3    ASIAN culture and mindset           development based on
                                         industry needs
4.   Passion and population that    4.   Except for a few, our
     grew up playing games               capabilities remain unproven
5.   Large and fast growing         5.
                                    5    Lack f
                                         L k of strong government
                                         policy (Singapore, Korea,
     market                              Malaysia)
6.
6    Multicultural background       6.   Out of touch with big players
                                                              gp y
                                         marketing and development
Challenges for the Industry
1.   Nation identity and positioning
2.   Strong educational support
3.
3    Proof of nation capabilities
4.   Network with “the Big Boys”




5. Strong government policies
Challenges for the Industry

1.
1 Identity and Positioning – “Selling Ourselves
                              Selling Ourselves”
    3rd Party                      Casual Games
   Contractor
   Art / Technical                 Social Network
    Contractor
                     Main Stream       Games
                       Games
       Join                        Mobile Games
   Development
       l

   Foreign Direct
        g                          Serious Games
    Investment
Challenges for the Industry

2.
2 Strong educational support
 – Specific game developers major

           Art       Tech        Biz

 – Based on industry needs (local and
   international)
 – NEVER start with game design
Challenges for the Industry

3. Proof of nation capabilities


         Skill    Knowledge   Attitude


          COMPETITION         COACHING
Competition




Indonesia ICT Awards Competition: 15 Feb‐31 May 2009
                 www.inaicta.web.id
INAICTA Game Developer Category Winner

                          2007 Winner
                          Dino Duel Master
                          Matahari Studios

                          2008 Wi
                                Winner
                          Lil’ Online
                          Antar Mitra Prakarsa



www.inaicta.web.id
Challenges for the Industry

4.
4 Nation Network with “the Big Boys
                       the     Boys”
 – Join IGDA Indonesia
 – Participate in National Game Developer
   Catalog
 – Participate in international/national game
   developer competition
 – Participate in international game developer
   conference and exhibition
Potentials



“Indonesia’s Game Developer
       Portfolio Clip”
                 Clip
Challenge for Game Developers
1. The art of making game
   – Talents
   – Relevance in the global market
   – Culture of gaming
   – Collaboration and Network
2. The business of making game
   – Episodic contents (make more money)
   – Additional feature IP: adding competitive advantage
   – Licensing
   – Merchandising
   – Ability to “bootstrapping” (earn revenue and grow at
     the same time)
10 Tips for Indonesia Game Developers
        1.    When the industry grow, so will you
        2.
        2     Relationships matter
                             matter.
        3.    Everyone knows everyone.
        4.    Start small, win big
                         ,       g
        5.    Investors are easy to find, talents are not
        6.    Turn over is always high
        7.    MMO is not a starter project
        8.    Find your focus
        9.    Prove your capability, sell yourself more
        10.   Game Developer is entertainment, entertainment
              business
              b i

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Challenges And Potentials for Indonesia Game Developer Industry

  • 1. Potentials and Challenges in Indonesia’s Game Developer Industry Marlin Sugama IGDA Jakarta Chapter Coordinator p
  • 2. Who are you? and Why should I care? Marlin Sugama: in game industry since 2002 • Designer and Project Manager for INSPIRIT Arena g j g • Involved in over 10 game projects • Indonesia representatives for various international gaming events • Women in Videogames • Co‐ Founder of Main Games and Main Motion Studio • IGDA (International Game Developer Association) Jakarta Chapter Coordinator • MIKTI (Masyarakat Industri Kreatif TIK Indonesia) Assistant Secretary General y
  • 3. Main Games Studio Productions
  • 4. Main Games/Motion “Main Games/Motion Studio Portfolio Clip” Clip
  • 5. Videogame Industry Value Chain Developers Publishers Distributors Retailers End Users 1.Engine 1.Marketing 2.Application 2 li i 2.Promotion 3.Art Assets www.wikipedia.org
  • 6. Indonesia Videogame Industry Overview Number of Game Published Year No of Games Published 2002 3 2003 2 From 31 published p games, only 1 2004 1 made in Indonesia 2005 9 2006 6 2007 4 2008 6 www.inaigda.org‐ Indonesia Game Developer Catalog
  • 7. Indonesia Videogame Industry Overview Game Publishers 1 Boleh Game 2 Lyto 3 Dream Web Technology 4 Play On 5 Borneo X 6 Global World Technology 7 Infomedia Nusantara 8 Jaspace p 9 Megaxus Infotech 10 Datakom Wijaya Pratama 11 WaveGame 12 Kreon 13 Serenity 14 Apple Tree 15 AMP www.inaigda.org‐ Indonesia Game Developer Catalog
  • 8. Indonesia Videogame Industry Overview Game Publishers 1 Matahari St di M t h i Studios 11 Wreckers Game Studio 2 Altermyth Studio 12 Strategocorp 3 Menara Studio 13 BGLS 4 Max Studio 14 AMP 5 Agate Studio g 15 Cartix 6 Wandah Flash 16 Art and Logic 7 Loki Laki Studio 17 Sangkuriang Studio 8 A Box 18 Divine Kids 9 Caravan Studio 19 IplayAllDay 10 Main G M i Games Studio St di www.inaigda.org‐ Indonesia Game Developer Catalog
  • 9. Indonesia VS Other SE Asia Countries What We Have What We Don t have Have‐ Don’t What We Have What We Don t Have Don’t 1. Extremely competitive 1. Exposure to global standards 2. Hands on training and costing experience in working on p g 2. Raw “refinable” high quality AAA title (arts) talents 3. Specific school or programs that teaches game 3. 3 ASIAN culture and mindset development based on industry needs 4. Passion and population that 4. Except for a few, our grew up playing games capabilities remain unproven 5. Large and fast growing 5. 5 Lack f L k of strong government policy (Singapore, Korea, market Malaysia) 6. 6 Multicultural background 6. Out of touch with big players gp y marketing and development
  • 10. Challenges for the Industry 1. Nation identity and positioning 2. Strong educational support 3. 3 Proof of nation capabilities 4. Network with “the Big Boys” 5. Strong government policies
  • 11. Challenges for the Industry 1. 1 Identity and Positioning – “Selling Ourselves Selling Ourselves” 3rd Party Casual Games Contractor Art / Technical Social Network Contractor Main Stream Games Games Join Mobile Games Development l Foreign Direct g Serious Games Investment
  • 12. Challenges for the Industry 2. 2 Strong educational support – Specific game developers major Art Tech Biz – Based on industry needs (local and international) – NEVER start with game design
  • 13. Challenges for the Industry 3. Proof of nation capabilities Skill Knowledge Attitude COMPETITION COACHING
  • 14. Competition Indonesia ICT Awards Competition: 15 Feb‐31 May 2009 www.inaicta.web.id
  • 15. INAICTA Game Developer Category Winner 2007 Winner Dino Duel Master Matahari Studios 2008 Wi Winner Lil’ Online Antar Mitra Prakarsa www.inaicta.web.id
  • 16. Challenges for the Industry 4. 4 Nation Network with “the Big Boys the Boys” – Join IGDA Indonesia – Participate in National Game Developer Catalog – Participate in international/national game developer competition – Participate in international game developer conference and exhibition
  • 18. Challenge for Game Developers 1. The art of making game – Talents – Relevance in the global market – Culture of gaming – Collaboration and Network 2. The business of making game – Episodic contents (make more money) – Additional feature IP: adding competitive advantage – Licensing – Merchandising – Ability to “bootstrapping” (earn revenue and grow at the same time)
  • 19. 10 Tips for Indonesia Game Developers 1. When the industry grow, so will you 2. 2 Relationships matter matter. 3. Everyone knows everyone. 4. Start small, win big , g 5. Investors are easy to find, talents are not 6. Turn over is always high 7. MMO is not a starter project 8. Find your focus 9. Prove your capability, sell yourself more 10. Game Developer is entertainment, entertainment business b i