The document discusses the history and growth of Agate Studio, an Indonesian game development startup founded in 2009. It started with 15 people earning $5 per month and has since grown to over 75 employees developing over 120 games across multiple platforms. The document also provides context about the Indonesian game industry by reviewing the country's population trends, internet usage growth, and potential as a gaming market due to its young demographic.

2. Indonesian
Game
Industry
“
Overview
&
Opportunity
”
Arief
Widhiyasa
–
Agate
Studio

3. about:
~ Live the fun way ~
Startup Company in Bandung
Focus in Game Development
Founded and Executed by Students

4. Video
compro
baru

5. Now,..
THIS
IS
HOW
WE
START..

6. At
First,…
@
1
April
2009
15
people
$5
/month
15
hrs/day
BEGINNING

8. We
believe
in:
CraHing
fun
experiences
to
enrich
the
way
of
life
~
Live
the
fun
way
Our
dedicaDon
is
simply
to
make
life
more
fun
to
live.
And
we
believe
that
The
same
game,
would
make
a
beFer
world
by
DREAM,
giving
fun
experience
to
mankind
Mak
e
us
Unite
d

9. Time
Pieces
Our
Dme
pieces
is
not
about
the
achievements
we
have
made
at
that
Dme.
Every
single
piece
tells
a
lot
of
stories:
fun,
inspiring,
empowering
that
could
be
told
to
others.
It
is
about
our
journey.
A
never
ending
journey
to
live
the
fun
way
Q3
2009
Q4
2009
Q1
–
Q2
2010
Q3
–
Q4
2010
• 27
crews
• 34
crews
• 0
Capital
• Recruit
People
start
from
• Boldly
spending
the
rest
of
$
to
• 0
Exp
$10/mo
renovate
office
• Up
to
100%
crew’s
salary
mulDplied
• Increase
100%
salary
every
• Expanding
the
experDse
&
every
quarter
• 0
Management
Skill
services:
advergames
month
• Geang
professional,
team
up
with
1
of
• 15
crews
• Making
best
growth:
8,427%
the
best
quality
game
developer
• $5/mo
crew’s
salary
• Miss-­‐planned,
nearly
from
AcDon
Coach
Business
Coaching
• Becoming
1
of
the
biggest
game
bankrupt
at
the
end
of
the
• Create
own
IP
developer
in
Indonesia
year
Q1
–
Q2
2011
• 45
crews
rewarded
in
beFer
rate
&
make
steady
path
as
the
biggest
Indonesian
Game
Developer
• Started
publishing
own
IP
and
get
a
tremendous
local
result
• Relocated
to
the
new
bigger-­‐capacity
‘playground’
office
Some
small
achievement
the
best
ade:
And
we’ve
m achievement
for
us
is
sDll:
• Merit
Winner
of
Inaicta
2009
Happiness
to
do
• Win
2
awards
in
IMULAI
3.0
with
Nyanyiyuk
&
Football
Saga,
Jakarta
• Kaskus
Favorite
Winner
of
Inaicta
2009
2011
• Most
Growth
Company
AcDon
Coach
2010
• Champion
of
CIMB
Clicks
of
the
Year
2011,
Jakarta
2011
•
• Winner
Indigo
Fellowship
2010
what
we
really
want
to
do
People’s
Choice
Mochi
Award
-­‐
Flash
Gaming
Summit
2010,
San
Francisco
• Winner
of
BUBU
awards
web
game
:
Football
Saga,
Jakarta
2011
• 1st
Winner
Teknopreneur
Award
2010

10. Somehow…
we
managed
to
SURVIVE
2009
Current
2012
15
People
76 People
120+
20+
Games
Parallel
Projects
Operates
in
3
Ci]es
Quality
talents
MulD
plalorms
ProducDon
MulD
purposes
Capability

12. A
liFle
bit
overview
ABOUT
INDONESIA

13. Some
Basic
Stat
Ø
Indonesia
is
the
World’s
4th
Largest
Country
Ø Land
Size
of
1.9M
sq
km
with
around
17’000
Island
Ø 56%
of
populaDon
lives
in
Java
Island
Ø Very
rich
in
culture.
There’s
1128
sub
cultural
tribe,
with
around
746
local
language
*
Data
from
Badan
Pusat
StaDsDka

14. Internet
Stats
Ø 55
million
Internet
Users
(4th
in
Asia)
Ø
Nielsen
(2011)
48%
access
from
mobile
phone,
and
another
13%
from
handheld
mulDmedia
devices
Ø 42
million
Facebook
Users
(4th
in
World)
Ø
59%
male,
41%
female
Ø 67%
internet
users
are
bellow
25,
another
21%
from
25-­‐35
*
Data
from
internetworldstats.com;
Nielsen;
socialbakers.com

15. The
Growth
Year
Users
Popula]on
%
Pen
GDP
p.c.
2000
2,000,000
206,264,595
0.9%
US$
570
2007
20,000,000
224,481,720
8.9%
US$
1,916
2008
25,000,000
237,512,335
10.5%
US$
2,238
2009
35,000,000
240,271,522
14.6%
US$
2,329
2010
45,000,000
242,968,342
18.5%
US$
2,858
2011
55,000,000
245,613,043
22.4%
US$
3,469
Future..?
2015
86,479,571
253,605,779
34.1%
US$
5,209

16. Closure
Industry
News
Good
News
Ø
Indonesia
as
a
country
shows
potenDal
as
a
big
&
growing
market
(based
on
populaDon
&
GDP
per-­‐capita
growth)
Ø
Internet
ecosystem
is
growing
faster
than-­‐ever
Ø
In
term
of
market,
the
habit
potenDal
is
there,
(Indonesian
people
read
LaDn
alphabet,
and
weirdly
more
prefer
foreign
products
etc)
Not
so
Good
News
Ø
The
game
industry
is
sDll
very
new
(immature)
Ø
The
game
industry
market
is
also
very
small
(less
than
Vietnam
market)
Ø
There’s
sDll
no
exact
data
about
the
industry
(no
proper
research
have
been
conducted
yet)

17. Let’s
dip
on
INDONESIA
GAME
INDUSTRY

18. Trackback
1980
The
console
market
start
developed
when
Atari
came
1985
First
boom
because
of
NES
The
home
entertainment
becoming
more
(*pirated
games
started
>.<*)
&
more
popular
especially
on
rich
&
1990
middle
income
family
(*SNES
came
-­‐
1992*)
Big
boom
because
of
Sony
PlaystaDon
(1995)
Timezone
entered
Indonesia
(Arcade
Industry
Began
-­‐
1995)
1995
(*pirated
CDs
are
easier
&
cheaper*)
1998
-­‐
Matahari
Studio
established
1st
game
developer
in
Indonesia
Rental
access
to
play
games
grew
2000

19. Trackback
Hacked
PlaystaDon
2
came
:D
2001
PC-­‐LAN-­‐Based
Games
began
First
MMO
game
publisher
came,
tracDon
(esp.
CS
&
Dota)
2003
BolehNet
with
Nexia
KOTW
(2001)
MMORPG
became
popular,
Indonesian
Game
Developer
built
an
Big
Boom
from
Ragnarok
Online
by
MMOG,
Inspirit
Arena
(2003-­‐2007)
Lyto
(2003)
2005
Rise
of
Flash
Game
Developer
(2005)
2008
Rise
of
Facebook
&
Social
Games
Phenomenal
success
of
Point
Blank
MMOFPS
by
Kreon
(2009
-­‐
present)
2011

20. HOW’S
THE
STAGES
(MARKET)..?
DISCLAIMER:
From
this
point
beyond,
most
of
the
data
is
approximaDon
Based
on
Experience,
and
discussion
with
player
in
the
industry…!

21. Latest
Stats
Ø The
mone]ze-­‐able
local
market
is
Arcade,
Web-­‐
Based
MMO
(Social
Games,
etc),
Client-­‐Based
MMO,
and
Mobile
Games
Ø Majority
users
sDll
from
Java
Island
(~70%)
Ø There’s
around
30,000
PC
Café
to
play
Ø Home
users
rate
is
increasing
2008
-­‐
Home:Café
=
3:7,
2011
-­‐
7:3
(*including
social
games
players*)

22. How
Big
is
the
Market..?
Client-­‐Based
MMO
Games
Ø
Approximately
there’s
7-­‐8
million
player
in
Indonesia
Ø
Depends
on
the
games,
the
ARPPU
ranges
from
$3
-­‐
$12
/
month
Ø
SDll
depends
on
the
games,
the
paying
user
rate
is
around
10%-­‐30%
Ø
Approximately
the
monthly
sales
is
around
US$
8
million
monthly
(*
this
is
almost
half
of
Vietnam
monthly
sales
*)
Web-­‐Based
MMO
/
Social
Games
Ø
Approximately
there’s
12
million
player
in
Indonesia
Ø
Depends
on
the
games,
the
ARPPU
ranges
from
$0.5
-­‐
$2
/
month
Ø
SDll
depends
on
the
games,
the
paying
user
rate
is
around
0.5%-­‐8%
Ø
Approximately
the
monthly
sales
is
around
US$
1,200,000
monthly
(*
majority
comes
from
Zynga
Games
*)

23. So,…
WHO’S
THE
ACTORS..?

24. The
Actors
Academics
Government
Associa]ons
Developer
Publisher
Plakorm/Channels
Media
Gamers

25. Publisher
-­‐
Facts
Client-­‐Based
MMO
Web-­‐Based
MMO
Mobile
Games
Arcade
Games
Ø There’re
around
20
Ø Dominated
with
Ø Most
player
is
local
Content
Ø There’s
only
5
big
player
Game
Publisher
here
Facebook
Games
Provider
who
act
as
a
in
the
country,
with
one
Ø Successful
games
could
(especially
by
Zynga)
publisher
focus
on
outside
Java
get
in
average
around
Ø Poker
is
most
popular,
Ø Average
lifeDme
revenue
of
Area
US$400.000
per
month
People
love
gambling
good
games
is
USD$8000
Ø PreFy
stable
industry
General
Stats
Popular
Games
IP-­‐Based
Game

26. Publisher
-­‐
Top
Player
Client-­‐Based
MMO
Web-­‐Based
MMO
Mobile
Games
Arcade
Games
Carriers
+
CP

27. Publisher
-­‐
Challenges
Client-­‐Based
MMO
Web-­‐Based
MMO
Mobile
Games
Arcade
Games
Ø Big
Market
PopulaDon,
but
Low
ARPU
Ø Archipelago
Country,
challenge
in
distribuDon,
and
BTL
promoDon
acDvity
Ø There’s
sDll
no
solid
Payment
Channel
Ø Infrastructure
is
not
evenly
built,
there’s
a
big
gap
between
big
ciDes
and
smaller
ciDes

28. Developer
-­‐
Facts
Ø First
developer
was
Matahari
Studio,
was
built
on
1998,
followed
by
Altermyth
at
2003
Ø New
Game
Developers
boom
at
2005-­‐2007,
where
there’s
a
lot
of
opportunity
in
the
Flash
Sponsorship
Market
Ø Now
there’s
a
second
wave
because
of
the
Startup
Euphoria
and
mobile
games
market
grew
with
small
entry
barrier
Ø Currently
there’s
around
79
Game
Developers
Ø Most
of
them
(85%)
sDll
indie,
less
than
10
people

29. Developer
-­‐
Challenges
Ø It’s
hard
to
find
ready
Talents
for
Game
Development,
but
the
potenDals
is
very
high
Ø Access
to
Local
Market,
and
the
size
is
sDll
limited.
So
majority
of
Game
Developer
moneDze
from
Global
Market
Ø As
always,
hard
to
access
capital
in
Bank,
need
other
way
for
financing
Ø Sustainability
is
always
an
issue,
developer
needs
to
expand
their
business
wisdom

30. Media
Offline
Media
Online
Media
Ø
There’s
sDll
no
established
Online
Media
Ø
Some
starts
from
Forum/CommuniDes,
currently
becoming
news
portal/blogsite
Ø
Some
black
horse
recently
appear,
www.duniaku.net
Ø
Started
around
1996
Ø
Very
popular
back
then,
but
currently,
the
popularity
sinking

31. Government
Ø Indonesian
Government
recently
had
shown
a
big
support
towards
the
CreaDve
Industry,
especially
the
digital
ones
(since
2009)
Ø Support
shown
by
various
program
from
many
ministry
to
endorse
growth
of
the
ecosystem
One
of
the
popular
yearly
program
is
INAICTA,
from
CommunicaDon
and
InformaDon
Ministry.
It’s
a
NaDonal
Yearly
CompeDDon,
with
a
special
category
for
games
product
since
last
year

32. Academics
Ø There’s
sDll
no
direct
support
from
Academic
insDtuDon
to
the
Game
Industry
Field
Ø But
from
certain
universiDes,
they
already
open
a
post-­‐
graduate
major
about
Game
Industry
Ø There’s
also
some
private
university,
that
already
made
a
game
industry
specific
specializaDon
course

33. Associa]on
Focus
on
Wider
Area
Focus
on
Game
Industry

34. Any
BUZZ
Lately..?
RECENT
EVENTS

35. The
Crowd
is
There..!

36. Video
id
bermain

37. The
Future
Need
&
Opportunity
of
Indonesian
Game
Industry
A
GATE
INTO
GREAT
COLLABORATION

38. First
of
All
Let’s
agree
on
some
point,..
1. Indonesian
Game
Industry
has
a
very
big
poten]al,
yet,
it
sDll
very
new
2. The
Market
itself
shows
a
great
growth,
but
sDll
need
some
effort
to
build
the
market
further
3. The
Player
of
the
Industry
(especially
Publisher
and
Developer),
already
there,
but
s]ll
new
also

39. So,…
I
believe
there
will
be
one
common
needs,..
Everything
:P
We’ve
to
build
the
Ecosystem
of
Indonesian
Game
Industry

40. How
to
build
the
Ecosystem
SOME
IDEAS

41. Developer
-­‐
Ideas
1. Outsourcing
Service,
providing
early
market
access
to
the
Developers.
(We
have
the
skills,
and
our
rate
is
very
compeDDve)
2. Co-­‐Development,
with
the
more
senior
developer,
we
could
create
a
co-­‐dev
project
to
accelerate
maturity
3. Talent
Exchange,
to
accelerate
talent
maturity
and
knowledge
growth
4. Access
Japan’s
Market,
help
the
developer
to
access
Japan’s
Market

42. Publisher
-­‐
Ideas
1. Publishing
License
of
Japan’s
games
to
Indonesia,
and
of
course
we
hope
a
value
deal
because
the
market
is
sDll
new
2. Co-­‐Publish
games,
accelerate
the
maturity
growth
of
the
market
and
the
publisher
maturity
also
3. Joint-­‐Effort
for
Market
EducaDon
and
Market
Research

43. General
-­‐
Ideas
1. Knowledge
Transfer,
especially
with
the
industry
player
and
students
2. Joint
Event,
frequently
we
build
expo,
seminars,
workshop,
etc..

44. Contact
me:
clawford@agatestudio.com
|
@clawford