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The Trap of Marketing "Authentic" Games: Lessons from South-East Asia

Brian Kwek  (Owner, Ysbryd Games)

Location: Room 2010, West Hall

Date: Wednesday, March 22

Time: 10:30 am - 11:00 am

Pass Type: All Access Pass, Core Pass, Summits Pass, Expo Pass, Audio Pass, Independent Games Summit Pass

Topic: Advocacy, Business & Marketing

Format: Lecture

Vault Recording: Video

Audience Level: All

Developers in Southeast Asia (SEA) have yearned to tell stories of their genuine lived experiences and cultures for as long as they've been involved in the game industry. Unfortunately, "authenticity" isn't an effective marketing buzzword to gamers. How do we bridge the gap between what the market will consume and what our region has to offer?

With the lens of 12 years of developer and publisher experience, Brian Kwek, Owner of Ysbryd Games, pieces together the journeys and domain expertise held by game dev communities in Indonesia, Malaysia, Singapore, and the Philippines. He examines the common weaknesses in SEA-made games, and will propose how to overcome practical barriers to evolve the collective ecosystem and bring out a slew of authentic yet killer Southeast Asian games.


Attendees will gain a deeper understanding of the South-East Asian region, how the state of the ecosystem affects regional developers' decision-making on their games, and how cultural authenticity has played a part in their game's marketing or detracted from it.

Intended Audience

This is for anyone involved with South-East Asian game development and wishes to better understand the context of the region, the work that has been required and put in to bridge those gaps, and the growth opportunities that lie ahead for Southeast Asian content.