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.

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 9 ASEAN will lose ground without IP
What’s the “Content” Market?

10. 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%)

11. 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

12. 12 ASEAN will lose ground without IP
How can IP pervade in public?

13. 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

14. 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

15. 15 ASEAN will lose ground without IP
How US/JP create IP differently?

16. 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

17. 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

18. 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

19. 19 ASEAN will lose ground without IP
IP creation synonymize industrial
challenge to orchestrate “Buying Power”
to collect attention in one spot

20. 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

21. 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

22. 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

23. 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

24. 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

25. 25 ASEAN will lose ground without IP
Thank you
Atsuo Nakayama
anakayama@bushiroad.com