Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ASEAN Will Lose Ground Without IP Business | Atsuo Nakayama

75 views

Published on

Delivered at Casual Connect Asia 2017. How vulnerable our ASEAN entertainment industry would be, with the proven comparison to Japan and US, which hold IP business foundation. By following the process to create IP by Bushiroad, viewers will come to realize this is the exact thing Singapore or the other ASEAN countries should target for.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

ASEAN Will Lose Ground Without IP Business | Atsuo Nakayama

  1. 1. Introduction 2  Bushiroad • Manage TCG/Anime Business in SNG/USA/GR branch “Dragoborne”,”Vanguard”,”Buddyfight” • Global mobile publishing “BanGDream”,”Kurayon-Shinchan”  Bandai Namco Studios • Establish Vancouver mobile dev studio “Pac-man 256”,”Pac-man Bounce”,”Tap my Katamary” • Establish Malaysia Art studio • Create mobile/VR team in Singapore Studio  Deloitte • Market Research in Media/Content industry  DeNA • Business Development, Marketing,Game Design Atsuo Nakayama President&COO of Bushiroad SEA Blockbuster Hits: Changes in Theory and Practice(2013) Theoretical analysis of hit contents around Movie, TV contents, Comics, Animation, and Game Publication The Third Wave of JP games(2015) Comparative analysis of JP/US mobile game market backed by deeply industrial experience Why only Social Games are profitable (2012) The core mechanism to make it happened and how Japanese user devote to higher ARPU game Mobile Works Coming Soon
  2. 2. 3 4 Business has created 10y-series-growth to $+200M ASEAN will lose ground without IP Bushiroad-Intro Trading Card Game Digital Game Media/Marchandise Live Entertainment TV RadioPublication Music ProWrestling Kick-Boxing TCG Mobile Game
  3. 3. 4 “IP Business”-Maximize the character powers with mixed-media ASEAN will lose ground without IP Bushiroad-Intro Original License Bushiroad’s Function Voice Actors Publication TV Broadcast Animation Live/Concert/Expo Digital Game Music/ Radio Marchandise Mix/External License
  4. 4. 5 ASEAN will lose ground without IP  Character IP Market  IP establish big Market  USA/Japan dominate Character IP  Character IP Creation  JP creates IP via “Media-Mix”  US creates IP via “Transmedia”  Create the foundation of IP Market  Mother market approach-JP/CN/US  Or another path?-KR Today’s Outline
  5. 5. 6 JP Anime/Manga Character Powers JP’s Cultural “SoftPower” bases on Manga/Anime Character ASEAN will lose ground without IP Ⅰ. Character IP Market
  6. 6. 7 Economical Market Size of Characters Character mostly comes from US(Film) and Japan(Manga/Anime/Game) How can US/JP create IP business? ASEAN will lose ground without IP $40B $20B $10B $30B 10y 20y 30y 40y 50y Ⅰ. Character IP Market Market Size Years since foundation
  7. 7. ASEAN will lose ground without IP8 JP Content Market Manga/Anime/Game are just components of “Content” But those take iconic role to globalize Content Business Domestic(Japan) Global(World Wide) Product Service Communication $142B Advertisement $52B Media(Hard) $50B Character Goods $15B Live $7B Amusement $8B Manga/Anime/Game IP Business $16B Characeter Market $23B Ⅰ. Character IP Market Content $107B Global Character Market
  8. 8. 9 ASEAN will lose ground without IP What’s the “Content” Market?
  9. 9. 10 ASEAN will lose ground without IP What’s “Content” Market? JP Content Market(Breakdown) Content Business $107B Ⅰ. Character IP Market Resource:Humanmedia, Media/Content Market Database, 2017 $100B-sized HUGE “Content” Market is the foundation to launch new character. Harnessed media pervade it to all Game Media ($13B: 10%) Movie Media ($42B: 40%) Music Media ($5B: 5%) Text Media ($36B: 35%)
  10. 10. 11 ASEAN will lose ground without IP JP Content Market(Breakdown) Ⅰ. Character IP Market Resource:Humanmedia, Media/Content Market Database, 2017 $100B-sized HUGE “Content” Market is the foundation to launch new character. Harnessed media pervade it to all What’s “Content” Market? Game Media ($13B: 10%) Movie Media ($42B: 40%) Music Media ($5B: 5%) Text Media ($36B: 35%) TV Anime Digital Streaming Mobile Game Books&Manga CD&Radio Live ConcertGoods/Food JP Mobile Mkt Grossing #3 BanGDream Media Mixed IP Creation
  11. 11. 12 ASEAN will lose ground without IP How can IP pervade in public?
  12. 12. 13 Bushiroad related IP Characters(Google Trend) Bushiroad has created various characters Through it’s media mixed marketing mechanics ASEAN will lose ground without IP Ⅱ.Character IP Creation Vanguard Lovelive! BanGDream Kemono Friends
  13. 13. Feb Aug Dec Feb May 14 IP Creation Process(BanGDream) BanGDream was not made in a day 3ys effort crystalize “IP” with certified core-fan base ASEAN will lose ground without IP Jan15’- Comic 14’- Concept Feb15’- 1st Live May16’- Comic Aug16’- Novel Sep15’- Radio Oct16’- Poppin Radio Production Jan-Apr 17’ Anime Apr15’- 2nd Live Aug15’- 3rd Live Oct15’- 4th Live Apr16’- 1st Solo Nob16’- 2nd Solo Production Mar 17’ Game Feb17’- 3rd Solo Actors Live (Core Fan) CD/DVD (Music) Radio (Core Fan) Publishing (Story/Art) TVAnime (Branding) Game (Monetize) Mega Hit! User base Story/Art Core Fan Base Broaden Fan To Mass Ⅱ.Character IP Creation
  14. 14. 15 ASEAN will lose ground without IP How US/JP create IP differently?
  15. 15. ASEAN will lose ground without IP16 IP Rights@Japan Group-owned IP in tandem with Creator Bottom-up Group dynamics is the key Content IP Publication Broadcast Film Videogram Goods Telecom Game Music Rights Channel Device Creater Distributor Retailer Internet TV Digital TV Smartphone Tablet PC GameConsole Moral Rights Publisher TV media Film Publisher Video Maker Goods Maker Telecom Game Maker Music Maker Committe “Media-Mixed” approach Ⅱ.Character IP Creation
  16. 16. ASEAN will lose ground without IP17 IP Rights@USA One Media Conglomerate fully control the IP Top down approach to create “Character Universe” of USIP Content IP Publication Broadcast Film Videogram Goods Telecom Game Music Rights Channel Device Creater Distributor Retailer Internet TV Digital TV Smartphone Tablet PC GameConsole Moral Rights Acquire IP Media Conglomerate Buying Power“Trans-Media” approach Ⅱ.Character IP Creation
  17. 17. 18 Anime/Manga Character Powers USA takes Top-downed “Trans-Media” approach Capital intensive production ASEAN will lose ground without IP 6monthTheater 3month Video/DVD (sell, rental) 3monthToys 9monthVideo Game 1year~Publication Maginal Cost Price Volume 4.5B 900M Cost 926M https://www2.deloitte.com/jp/ja/pages/risk/articles/rm/license-rates.htmlhttp://www.the-numbers.com/movies/franchise/Star-Wars#tab=summary Retail Revenue Production Cost Estimated Rev for IP owner 860M4.3B 15.0B 1,200M 470M4.7B 20-30M2.0B (Other Region) Total $3,500~M Ⅱ.Character IP Creation
  18. 18. 19 ASEAN will lose ground without IP IP creation synonymize industrial challenge to orchestrate “Buying Power” to collect attention in one spot
  19. 19. ASEAN will lose ground without IP20 World Content Market Size(By Country) Growth comes from US/CN leaps, but… Japan keeps No.2-3 in the world, ASEAN 1/3 of which Resource:Humanmedia, Media/Content Market Database, 2017 $696B Ⅲ. Create the foundation of IP Market
  20. 20. ASEAN will lose ground without IP21 Correlation of GDP and Content Market Entertainment grows in tandem with personal wealth US/JP/CN takes initiative in the future Resource:Mitsui Bussan Sogo Kenkyuzyo, 2014 Expected In 2020’ Actual In 2014’ US JP CN Ⅲ. Create the foundation of IP Market
  21. 21. ASEAN will lose ground without IP22 ASEAN Content Mkt Limited Content Mkt(Aggregate ASEAN6=Russia) Economic success is not neccesarily led to growth Expected In 2020’ Actual In 2014’ US CN JP Resource:Mitsui Bussan Sogo Kenkyuzyo, 2014 Singapore Malay Thai PH IDN VN Russia Ⅲ. Create the foundation of IP Market
  22. 22. 23 ASEAN will lose ground without IP  Character IP Market  IP establish big Market  USA/Japan dominate Character IP  Character IP Creation  JP creates IP via “Media-Mix”  US creates IP via “Transmedia”  Create the foundation of IP Market  Mother market approach-JP/CN/US  Or another path?-KR Today’s Outline
  23. 23. 24 ASEAN will lose ground without IP IP creation is the challenge of unusually well-segmented company for unusually consolidated Media Market by unusually contrived creators Bushiroad is finding aspirational partner to challenge together to Asia with JP Anime/Manga/Game Characters
  24. 24. 25 ASEAN will lose ground without IP Thank you Atsuo Nakayama anakayama@bushiroad.com

×