My latest business plan for Artoncode (a game development studio), which at the time explored expanding strategy from international 3rd party contractor to having additional intellectual property development.

1. BUSINESS
PLAN
2016

2. HELLO!I am Indra Gunawan
You can find me at indra@artoncode.com

3. Our greatest glory is not
in never falling,
but in rising every time
we fall
- Confucius

4. Q2.2012
Faunia Rancher
Released
Q4.2012
Artoncode
Established
Q3.2012
Faunia Rancher Win
INAICTA
Q1.2013
Faunia Paw
Release
Q2.2013
Faunia Paw won Best Mobile
Game
Vandaria International
Established by Artoncode and
Ami Raditya
Q2.2014
EMTEK invested
in Artoncode
Q3.2014
Harmoni Released
Collaboration with Ace
Edventure on Chemcaper |
ReInventing Education
Q3.2015
Platinum Patner of Bandai Namco
Winterflame funded on Kickstarter
Q4.2015
Asian Poker
Released
Q1.2016
Collaboration
with Gambitious
GoGame &
Fingerprint
MILESTONE

5. Faunia Rancher
Genre Pet and Ranch Simulation
Platform Mobile
Release 2012
Over 50,000 downloads
Achievements
• Apps Store top 20 simulation
• Apps Store top 94 apps
• Winner INAICTA 2012
• Winner Sparx Up 2012
Faunia Rancher Game Trailer
ARTONCODE PRODUCTS

6. Asian Poker :
Capsa Banting
Genre
Multiplayer Online Poker
Game
Platform Mobile
Release 2014
Over 30,000 downloads
Asian Poker Game Trailer
ARTONCODE PRODUCTS

7. Harmoni
Genre Sing-a-long Applications
Platform Mobile
Release 2014
Over 50,000 downloads
Achievements
• Winner of APICTA 2013 and 2014
• Indonesia Game Dev Representation at
TGS 2014
Harmoni Trailer
Harmoni iTunes
Google Play
ARTONCODE PRODUCTS

8. JKT48 Puzzle Stage
Genre Match-3 Puzzle
Platform Mobile
Release 17 March 2016
Project of
Over 50,000 download
ARTONCODE PRODUCTS

9. Point Blank X (US) |
Gun Bullet X (JP / CHN)
Genre Shooting
Platform Arcade
Release 2016
ARTONCODE PRODUCTS

10. ChemCaper
Genre RPG Chemistry Edugame
Platform Mobile
Release March 2016
Co-Production Partners
ACE Edventures (Malaysia)
Artoncode (Indonesia)
Achievements
Featured at Google IO
Exhibitioned at GDC and GameCon
Google IO Trailer
Chem Caper Trailer
Art Book Trailer
ARTONCODE PRODUCTS

11. fingerprint

12. Winterflame :
The Other Side
Genre Puzzle Platformer
Platform PC
Release Q4 2016
Achievements
Funded at Kickstarter $ 71K CAD
Greenlit by Steam
Most Promising - IGS 2014
Most Promising – GDG 2015
Winterflame Trailer
ARTONCODE PRODUCTS

13. GAMBITIOUS

14. FUZE

15. ASPYR

16. HEAD UP

17. NETWORK
SouthPeak Games
Video game
company
(Missing Link)
SouthPeak Games is a video
game publisher of titles
including STRONGHOLD3
and VELVET ASSASSIN in
Europe and North America.
Nintendo Co., Ltd. is a
Japanese multinational
consumer electronics
company headquartered in
Kyoto, Japan. Nintendo is
the world's largest video
game company by revenue
goGame PTE. LTD.
Singapore-headquartered
mobile games publisher.
goGame’s one-stop-shop
service handles customer
support, marketing,
analytics, payment, user
acquisition and other time-
consuming processes into a
single platform
.
Bandai Namco
Entertainment Inc. is
an arcade, mobile and
home video game
publisher, based in Japan.
The company also
publishes video, music and
other entertainment
products related to its
video game IPs.

18. CORE BUSINESS
Provide full/partly services for game,
animation and illustration related task
3. Service Contracting
Intellectual Property development,
creating full product from concept
to production.
1. IP Development
Join development/production with
other company
2. Co- Production
IP Dev

19. COMPANY
OBJECTIVES
1. To complete IP development production (Winterflame: the other side)
2. To nail co-production projects with global game companies
3. To expand service contracting business unit
4. To establish deeper collaboration with Agate Studio
SHORT TERM:
• To be an Indonesian character/IP databank
• To be a master licensor for game developer- related software certification
• To be a game related content provider for video broadcaster (online and TV)
LONG TERM

20. IP PRODUCTION-
WINTERFLAME
1
Fuze Game Co.,Ltd
Beijing internet entertainment
company focus on TV game
console product design，
development and gaming
operation.
Publishers looking forward to the game release:
Gambitious BV
is the first global crowd-
financing platform exclusively
for games.
Aspyr
The Greatest Mac publisher on
Earth, ever.
Headup Games GmbH
& Co. KG is a video game
publisher company located in
Düren, Germany. Headup
Games has published games
including LIMBO for several
platforms. PC and Mac, as well
as iOS and Android.

21. IP PRODUCTION-
WINTERFLAME
1
Completed
Demo
Contract Negotiation
With Publishers
Part 1: Production
Part 1:
Release
Part 2: Production
Part 2:
Release
Part 3: Production
Part 3:
Release
June 2016 July 2016 Feb 2017 Nov 2017 Apr 2018

22. MORE CO-PRODUCTION2
Artoncode existing portfolio allows the company to explore bigger projects to following target
companies:
2015 revenue from co-production:
USD 250K with 30% profit margin

23. EXPAND SERVICES3
No Service Project Value Range (in
USD)
1 Full game development 30K – 3M
2 Art asset development 30K – 300K
3 Animation development 30K – 50K
4 Concept, design and game prototyping 30K - 1M
5 Localization 10K (per language)
6 Game testing 10K – 50K
7 Matte painting 5K – 30K
8 Pre-production Up to 3M
Artoncode services:

24. COLLABORATION
WITH AGATE
4
Benefits from the collaboration:
1. Increase company value
Agate adver-gaming business unit is rapidly growing in scale, Artoncode ‘s expertise will expand the business unit
revenue even faster.
2. Increase target revenue and profit margin
Agate average talent cost is lower than Artoncode, with twice the size of the team. Both will increase production
capabilities.

25. No Project Target Revenue (in USD) Profit Margin
1 Winterflame Production 250 K
2 Co-production 500 K
3 Services 300 K
Total 1050 K 40%
FINANCIAL TARGET
Period Revenue (in USD) Profit Margin
2015-2016 250 K 30%

26. ANNUAL CASHFLOW
FORECAST
Year 1 Year 2 Year 3
Expenses Unit
Amount
(in USD)
Months Total Unit
Amount
(in USD)
Months Total Unit
Amount
(in USD)
Months Total
Human Resources 80% 35 1,000 12 420,000 45 1,000 12 540,000 45 1,000 12 540,000
Overhead 10% 52,500 77,142 77,142
Hardware 10% 52,500 - -
Sub-total 525,000 771,429 771,429
Taxes 12% 63,000 92,571 92,571
Total Expenses 588,000 864,000 864,000
Revenue Unit
Amount
(in USD)
Months Total Unit
Amount
(in USD)
Months Total Unit
Amount
(in USD)
Months Total
Average
Rev/person
35 2,000 12 840,000 45 2,000 12 1,080,000 45 2,500 12 1,350,000
Total Revenues 840,000 1,080,000 1,350,000
Annual Cashflow 252,000 216,000 486,000
Profit Margin 30% 20% 36%
Accumulated
Cashflow
252,000 486,000 954,000

27. ROADMAP
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2016 2017 2018
IP Development
USD 250,000
Service /
Co-Production
USD 500,000
AAA
Triple A Colaboration
Service /
Co-Production
USD 300,000
Service /
Co-Production
USD 1,000,000
IP Dev /
Co-Production
Game with revenue of
USD 100,000 / day

28. S.W.O.T analysis
STRENGTH
 Passionate Team Member
 Best TalentS in Indonesia
 Good Network with big Game Publisher
 [Platinum Patner of Bandai Namco]
WEAKNESS
Slow transfer of knowledge
Capital Constraint
OPPORTUNITY
 Creating e-Sport with ICE, CYBERIA,
VIDIO.com
 CO-Production with Big Game
Publisher
 Artoncode not only good in game
industry, but also entertainment in
general
THREAT
 Lack of interest from financial investors
 No entry barrier for global player’s
foreign direct investments, causing
local market exploitation

29. COMPANY
POSITIONING
Game
Developer Publisher Distributor Retailer End User
Animated
TV series
E-sport
Pop Culture
Local Events
Toys
Education
Indonesia game development industry ecosystem is still growing, it does not have all the required role filled in.
This means game developer often has to pro-actively fill in another role to achieve more.

30. OPPORTUNITIES
TO BE EXPLORED
Game
Developer Publisher Distributor Retailer End User
Animated
TV Series
Film
Pop Culture
Local Events
Toys
Education
Artoncode has the experience to develop
IP/characters all the way from pre-production for
short animation series development
End goal:
To create IP/characters that can be translated to
merchandise through animation, games and other
story telling media

31. OPPORTUNITIES
TO BE EXPLORED
Game
Developer Publisher Distributor Retailer End User
Animated TV
Series
Toys
Education
E-sport
Artoncode as content provider to enhance gaming
tournament videos, and creating story packaging to
promote both gamers and players
End Goal:
Creating one-stop visual entertainment for local
gamers and game enthusiasts
Pop Culture
Local Events

33. DOTA | CS >> Hardcore e-Sport [150 million people in the
worlds]
Imagine the e-Sport with Midcore player. Artoncode may have the
chance to create that kind of community with ICE, CYBERIA, &
VIDIO.COM.

34. RULE INDONESIA, RULE
THE WORLD
Imagine 1 IP with Series on TV, Game, Community,
Place to Hang Out & Play, Streaming. The Grand
Scale to get Indonesian Digital Market.
Creating a lifestyle
IP development
Game development
Community &
E-sport
community & social
media
Acquisition &
Lifestyle via TV Series,
Comic, Toys,
Merchandise, etc

35. Step by step planning to develop IP
production ecosystem
to IP

36. IP ECOSYSTEM
IP developer IP publishingIP licensing Mass Production
 Illustration
 Toys Designer
 Comic/Graphic Novel
 Animation/Movie
 Game
 Other content
developers…
 Licensing company  Brands
 Merchandising Company
 Consumer good products
 Merchandise Factory
IP channels
 Printing media
 Website
 TV Stations
 Game Platfom
 Other media and
network providers…

37. KEY SUCCESS FACTORS
 90% revenue for IP is generated by merchandise mass-production
 Ideally merchandise has to be ready on-the-same-day IP hits the market
 An IP need to have at least 5 (five) products simultaneously on the market for
at least 2 (two) years-
(5 products: animation, comic, game, merchandise, toys etc.)

38. IP DEGREE OF ACCESS
Easiest
Hardest
Game
Video
Toys
Comic
Literature
Video (especially short animation series) is the fastest way to introduce IP to the audience. It does not take any effort to
access it. People can simply watch and enjoy the story
As long as the toy is eye-candy to the market standard, it can easily attract people to buy
Sequential printed art is relatively cheap to produce and can be access easily for people who likes to read
Game considered harder to be accessed, because it required audience to be engaged then provide input to get full experience
from the IP
Only for people who likes to read, and usually gets challenge to visualize IP against people imagination.

39. STEPS TO SUCESSFUL IP
Research and Development iteration process- develop series of mini-products and gather market opinion.
Iterate the product profile according to market feedback. E.g.: animation shorts, comic inserts, attractive toy designs
release
1-6 months
Develop IPs with positive feed back, while gathering data and building fanbase. E.g.: more storyline, more variations of
products.
1-6 months
Push 5 (five) products simultaneously to the market + offline events to build numbers and collect testimonials6-12 months
Collaborate with licensing company to manage IP merchandise distribution
Collaborate with brands through licensing company
Mass-produce merchandise for the IP
1-6 months
1-6 months

40. SAMPLE PLAYERS
IP developer IP publishingIP licensing Mass ProductionIP channels
Source: http://www.btha.co.uk/inventors/character-licensing-of-toys-2/

41. DATA FROM
LOCAL EVENTS
 ICC stands for Indonesia Comic Convention
 Popcon and ICC are two biggest conventions and exhibitions for local and international characters
 Booth revenue are survey result from local creators with IPs sold without publishing
 Indonesian buying capability and interest to IP/characters reach averagely Rp 300,000,-/person/day
Year 2014 2015
Event Title PopCon ICC PopCon ICC
No of Visitor 24,000 5,081 37,000 20,515
Admission Ticket Price Rp 25,000 Rp 90,000 Rp 25,000 Rp 90,000
Days of Event 3 days 3 days 3 days 3 days
Total EO Revenue from Ticket Rp 1,8 bio Rp 1,3 bio Rp 2,7 bio Rp 5,5 bio
No of Exhibitor 116 57 167 140
Daily revenue/booth USD 750 USD 500 USD 1000 USD 1000
Total revenue from booth USD 261,000 USD 85,500 USD 501,000 USD 420,000

42. CHARACTER PUBLICATION
Collaboration:
Cross marketing Harmoni series of edu-apps for children
with Kebab Babarafi the biggest franchise chain from
Indonesia
Harmoni provide characters for packaging-
Kebab Babarafi print Harmoni characters and download
code on kids meal packaging and distribute to all of its outlet
Additionally:
The kebab packaging can be folded to paper craft

43. KEBAB BABARAFI

44. KRATOON CHANNEL
More than 4,000 total views, with average of 300 views per videos
3350 subscribers

45. THANKS!Any questions?
You can find me at indra@artoncode.com