รายงานการศึกษาอุตสาหกรรม Thai Digital Content White Paper:
Animation & Games 2006
บทสรุปผูบริหาร Executive Summary
สํานักงานสงเสริมอุตสาหกรรมซอฟตแวรแหงชาติ (องคการมหาชน) บริษัท ศูนยการพัฒนาความรู จํากัด
Software Industry Promotion Agency Knowledge Development Center Co., Ltd.
Thai Digital Content White Paper: Animation and Games
Software Industry Promotion Agency
Knowledge Development Center Co., Ltd.
28 September 2007
Table of Content
Introduction: Thai Animation and Gaming Industry 3
Policies, Planning and Promotions 5
Thailand’s Animation Industry: Market and Trend 8
Thailand’s Movie Market and Consumer Behaviors 11
Thailand’s Gaming Industry: Market and Trend 13
Thai Gaming Industry by Game Platform 15
Thailand’s Game Productions 18
Thailand’s Game Users 19
Thailand’s Competitive Advantage: Animation and Games 24
Glossary of Terms 26
Committee and Credits 29
Introduction: Thai Animation and Gaming Industry
In recent years, a wide range of Thai digital content, including animation,
web and graphic design, video games, software and even mobile phone
applications have rapidly grown concurrent with the domestic demand and global
booming digital content business. The global market value is astounding and was
estimated to exceed US$165,500 million in 20051 and is projected to be
US$271,300 million in 2007, of which 30%2 is shared by the Asia-Pacific region
In an industry mostly dominated by big corporations from western
countries, Thailand's animation and game industries are working in the early
stage to create a position in a global market worth billions. High levels of
creativity, reasonable cost, and overall performance make Thailand very
competitive in the field.
Thai animation and game are among the most thriving industries in the
Thai digital content arena. Animation and other computer graphic services
including post production are vital parts of the nation’s strong film and advertising
industries. On the demand side, the first Thai 3D animated film scored the
highest box office revenue ever, surpassing those of giant studio productions
from North America. For the gaming industry, Thai game developers are receiving
more contract deals from foreign game producers. The demand for gaming has
also skyrocketed since online games debuted in the market in 2002. While
today’s animation and game industries are led by Japan, Korea, and the U.S.,
Thailand is creating a position in the world market, aided by continuing
government support, increasing university cooperation, and a growing network of
business units in the Thai animation and game value chain.
Kasikorn Thai Research Center
Roncarelli Report on The Computer Animation Industry 2003
Policies, Planning and Promotions
Unlike other Asian counterparts, Thailand’s digital content industry is
considered part of the nation’s software industry even though some put it within
the cultural and entertainment industry. The Royal Thai Government aims to
promote the digital content industry through the software technology base
provided the software industry environment is ready to support the digital content
at its premature stage. Thus, in 2003, the Software Industry Promotion Agency
(Public Organization) or SIPA was founded under Thailand's Information and
Communication Technology National Development Plan. Realizing the significance
of the software industry development within which the digital content industry is
included, the government considers the software industry one of the primary
strategies for enhancing the country's industrial capacities. It aims at increasing
the effectiveness in quality services or products manufacturing process, applying
into the workplace, and successfully competing with other countries.
SIPA’s main missions are:
- To develop the standard of animation and game human resources and
- to develop animation and software game products and content up to the
- to collaborate with international partners and develop a marketing network
for co-production, joint venture, and knowledge transfer for the Thai
animation and game industry
- to promote the strength and capability of Thai animation and game
entrepreneurs in the international market arena
Included in SIPA’s strategic plan for the digital content industry are to
drive the industry to reach 30,000 million Baht by year 2010, and to promote
Thailand as a center for digital content and multimedia education in the Asia-
Pacific Region. The strategic planning is divided into 5 parts as follows:
1) Digital Content Industry Development Planning
SIPA set up a committee comprised of professionals from both business
and academic fields to form a Digital Content Committee. The main
responsibilities of this committee are to advise and cooperate with SIPA in
developing policy and planning for the following areas.
- Industry promotional planning and monitoring
- Strategic marketing planning for domestic and international markets
- Research and technological development for the digital content industry
- Skill development and production efficiency improvement
The Digital Content Committee is working closely with BANGKOK ACM
SIGGRAPH, the Thailand chapter of a special interest group for computer graphic,
in developing a detailed action plan for the National Strategic Planning for
Multimedia and Animation Industry Development.
2) Skill Development and Human Resource Planning
The main focus of SIPA in supporting the digital content industry is human
resources development through education, skill training, and competency
enhancement in animation and software game production. The program is to get
Executive Summary 5
Thai resources well prepared for changes and needs in global production
outsourcing of the digital content industry. The skill development and human
resource planning aim to raise the standard of Thai personnel through three
programs; training for software program skills needed in animation and game
production, training in pre-professional and professional level for higher level of
work force such as art director, creative director and game programmer, and
assisting universities in developing courses in animation and gaming.
Every year SIPA launches projects for animation and game work force
development and encourages students and professionals to participate in these
projects which are
Animation and Multimedia Contest
Seminar for Professionals
Animation Training (Maya Program)
TAM Camp which aims to get young students in primary education as
well as school art teachers for participating in animation and
3) Industry Facilitation
- North Animation Studio (NAS) is set up in Chiang Mai province of Thailand
to facilitate the production businesses because of low cost equipment
rental including motion capture and rendering farm.
- Bangkok Digital Content Center (BDCC) is established in Bangkok as a
facility for motion capture and high technology motion programming for
animation, game, feature film, and TV commercial. Private companies and
entrepreneurs can rent the space and machine.
4) Digital Content Creation Promotion
- 30% funding support for a digital content entrepreneur as a co-production
partner. The first project to receive this fund is Khan Kluay, the first Thai
animation feature film.
- Supports for research and technological development and application
- Regulates the usage of character and assists in character licensing
- Thailand Animation & Multimedia Award which is the annual competition
for animation development studios to present their work for the prize of 1
- SIPA Pitch Program which is an animation business plan competition opens
for public to participate. The winner of SIPA Pitch gets the money prize of
1 million Baht to execute the project proposed.
5) Domestic and International Market Penetration
SIPA promotes Thai digital content by funding animation and game
production business so they can attend and participate in the world events to
exhibit Thai production and get the international investors and producers to
acknowledge Thai digital content capacity as well as networking. Besides the
exhibition of work, SIPA also initiates business by matching major investors and
producers of animation and game and facilitating trade negotiation and
collaboration. In addition, SIPA has executed MOU signings with organizations
and government agencies in other countries in collaboration and knowledge
Executive Summary 6
exchange for digital content industry development. Major events that SIPA
participates in are the following.
- CBIT (Capacity Building for Information Technology Integration)
- E3, the E3 Media and Business Summit, formerly known as the Electronic
Entertainment Expo (E3), and commonly known as E3, is an annual trade
show for the computer and video games industry presented by the
Entertainment Software Association
- GSTAR, Game Show & Trade, All-Round, held annually in Korea
- Tokyo International Cartoon & Animation Fair
- Hong Kong Film Mart
- International Anime Fair
- Shanghai Animation Festival
- Seoul International Cartoon & Animation Fair
- Tokyo Game Show
Major domestic events, as shown below, are held every year to promote
animation and game markets and stimulate business networking among Thai and
- Thailand Animation and Game Multimedia (TAM)
- Thailand Animation Film Festival (TAFF)
Furthermore, SIPA has in negotiated with software developers to offer
licensed software at discounted prices in Thailand in an effort to combat piracy
and develop advanced software tools accessible to students and professionals.
Another government agency that has been working closely with SIPA is
the Office of the Board of Investment of Thailand or the BOI. SIPA is driving the
nation’s efforts to compete in the industry, working in conjunction with the BOI to
promote development in three main areas: enterprise software, digital content,
and embedded software. The digital content that is eligible for the BOI promotion
program includes the following;
2) Computer-generated imagery: includes animation, cartoons, and characters
3) Web-based applications
4) Interactive applications
5) Games: include Windows-based, Mobile Platform, Console, PDA, Online
Games, Massive Multi-Player Online Games
6) Wireless location based service content
7) Visual effects
8) Multimedia video conferencing applications
9) E-learning content via broadband and multimedia
10) Computer-aided instruction
Proposed projects that meet certain industry criteria and are approved by
SIPA will be eligible for BOI tax incentives and visa facilitation services for foreign
experts. These projects will also be classified as a priority activity and will receive
exemption from machinery import duties and corporate income tax exemption,
without an upper limit, for a period of 8 years.
Executive Summary 7
Thailand’s Animation Industry: Market and Trend
Thai animation industry can be divided into 3 main categories according to
the type of production. Long form animation includes feature film and TV series.
Short form animation covers the area of TV commercials, music VDO and
animation clips for presentation. The last group is computer graphic services
including post production, visual effects, and other presentations mostly in
entertainment and architecture businesses. The following shows animation
categories and sub categories.
Long Form Animation for Feature Film
Animation for TV Series
Animation on VCD, DVD
Short Form Animation for TV Commercial
Animation for Music VDO
CG Service Post Production Services
Visual Effects and Presentation
Thai animation industry has grown rapidly in the past four years. The
2006 nation’s market value was estimated at 4,500 million Baht with an average
annual growth rate of 18%. Long form animation captured more than half of the
overall Thai animation market at about 58% with estimated revenue of 2,600
million Baht. Second to the long form group is computer graphic service which
was approximately 40% of the total market at the value of about 1,800 million
Baht. Short form animation had the least popularity among the three categories
with only 2% of the total market value.
3500 41% CG Service
38% Short Form
3000 Long Form
2004 2005 2006
Figure 1 Thailand’s Animation Market Value by Category
Looking into the sub categories of Thai animation consumption, the feature
film market showed a solid 150% growth from market revenue of 75 million Baht
in 2005 to 190 million Baht in 2006. Post production services took second in
Executive Summary 8
revenue market share with approximately of 890 million Baht in 2004 to about
1,250 million Baht in 2006, which was a 33% growth over the past year.
Table 1 Thailand’s Animation Market Value by Production Category
2004 2005 2006
Type Production Category
(million Bht) (million Bht) (million Bht)
Animation Feature Film 100 75 190
Long Form Animation TV Series 1,400 1,500 1,600
Animation Movie on VCD, DVD 670 770 850
Total Long Form Market Value 2,170 2,345 2,640
Short Form Animation TV Commercial 43 47 50
Total Short Form Market Value 43 47 50
Post Production 890 940 1,250
CG Services Visual Effects & Presentation 90 180 230
Architectural Visualization 290 330 360
Total CG Services Market Value 1,270 1,450 1,840
Total 3,483 3,842 4,530
The popularity of animated feature film in Thailand was moderate until the
year 2006 when the first Thai animated feature film, Khan Kluay, hit the box
office and generated the highest revenue ever for an animated feature film in
Thailand. With Khan Kluay fever, the market value of the animation film industry
in Thailand jumped from 75 million Baht in 2005 to 190 million in 2006, an
increase of more than 1.5 fold with about half of the total revenue being
generated by Khan Kluay alone.
Another long form animation that becomes more and more popular in
Thailand are TV series especially cartoon series. The number of Thai animation
TV series has increased over the past four years with more cartoons being
broadcast on Thai public free TV. So far there are 41 Thai animation TV series
broadcast of which 64% are 2D animation series. The total length of Thai
animation TV series produced is about 40,000 minutes per year.
For the computer graphic services category, post production has the
highest market value at approximately 1,250 million Baht in 2006 increasing from
1,270 in 2004 and 1,450 in 2005. Thailand’s post production studios are among
the most successful of Thailand’s multimedia enterprises. The strength of Thai
post production has been long known among entertainment businesses
domestically and internationally. More outsourcing work from other countries,
especially from the Asian region, have gone to Thai post production studios
thereby expanding the export figure of Thai animation market value.
Executive Summary 9
Table 2 Thai Animation Industry Growth
Type 2005 Growth 2006 Growth
Long Form Market Growth 8% 13%
Short Form Market Growth 9% 12%
CG Services & Post Production Market Growth 14% 28%
Estimated Growth 10% 18%
The growth of the Thai animation industry is continuing in every type of
animation. The trend of overall growth from 2005 to 2006 from 10% to 18%
indicates the success of the industry even when facing the economic and political
downturn in 2006. The opportunities for of the industry are growing continually
mainly because of the cooperation by the key players in the animation industry
and the government agency as they attempt to bring Thailand up to the
international standard and maintain a strong position in quality of work and
service in the world of animation and multimedia. As a result, the co-production
and investments from abroad are helping Thailand’s overall market and it is
expected that Thai animation market will grow at the rate of 18% annually to the
year 2010 with a market value of 8,700 million Baht.
Table 3 Thai Animation Market Value 2006 - 2010
2006 2007 2008 2009 2010
Animation Market Value (Million
4,530 5,340 6,300 7,400 8,700
Philippines 2.4 Market Value (‘000 Million Baht)
0 20 40 60 80 100 120 140
Figure 2 Comparison of Thai Animation Market Value with Other Countries3
Market value of other countries converted to Thai Baht at 37 Baht:1 USD (referred to currency
exchange rate by Bank of Thailand year 2006)
Executive Summary 10
Thailand’s Movie Market and Consumer Behaviors
According to a study in animation supply side, outsourcing of animation, in
both post-production and full-production, to the Asian region will continually
increase. Recently there has been an increasing number of animation production
houses from North America and Europe moving to China and India as well as
Thailand to set up their business. As a result, they offer the opportunity to the
Thai animation industry to get involved in co-production or co-investment.
Consumer demand for animation in Thailand grows, especially in
animation feature films. The first Thai animation feature film, namely ‘Kan Kluay’
introduced the potential market in Thailand by holding the 1st rank in box offices
countrywide. The revenue generated by ‘Kan Kluay’ beat all foreign animation
feature films ever shown in Thailand. The underlying reason for its success was
content that was visibly real Thai, showing the cultural and historical story
including a sense of humor and patriotism, unlike foreign animation.
The Thai animation film industry is recognized as a part of the movie
industry. In order to understanding the industry, it is necessary to understand
the overall picture of the movie industry and its audiences. In 2005 the Thai
action movie ‘Tom Yum Goong’ became a new phenomenal of Thai movie industry
because revenue generated reached 200 million Baht within 2 week after
launching to the domestic market. It can be said that the success of ‘Tom Yum
Goong’ vitalizes both the movie industry and the consumer market. Additionally,
foreign markets recognize Thai movies as a competitive industry which results in
a rise of production to penetrate foreign markets.
With regard to the success of the movie industry in Thailand, core content
of each movie still plays an important role. Actors, market strategies, capital,
and economic circumstances are also included as key success factors.
Nevertheless, these factors are sensitive and sometimes uncontrollable, which
producers and investors must risk.
Thailand’s movie industry has had a growing tendency for 3 years. As a
result, other related businesses e.g. movie theaters, computer games, and
merchandising have been growing highly competitive.
The table below summarizes the analysis of Thailand’s current movie
consumers’ behaviors and trends:
Executive Summary 11
Table 4 Characteristics of the Movie Market (Consumers) in Thailand
Factors Trend Analysis
Audience - Teenagers and students - Teenagers and students are
- People of working age major group of the movie
- Their consumer behaviors
Content/Genre - Comedy and horror - Comedy and horror movies
- Blockbuster movies and are profitable and often
imported movies become blockbusters.
- Attractive screenplays
- Historical content
Quality and Standard - High quality and standard - High competition results in
improvement of quality and
- Competent production
houses tend to focus on
Marketing - Attractive movie trailer and - Budget used in marketing
movie poster increases dramatically,
- Showing highlight and probably accounted for 50% of
content in movies overall cost.
- Despite large investment in
marketing, the content met
audience’s requirement still
plays the most important role.
Competitor - Home entertainment - DVD and VCD players sell at
business very low price. Many
audiences therefore orientate
themselves to home
- Duration for distributing movies
in form of DVDs or VCDs to be
sold becomes shorter,
especially for Thai movies.
- Movies broadcasted via cable
TV consider as a new
alternative to audiences.
Executive Summary 12
Thailand’s Gaming Industry: Market and Trend
In 2006, the world game markets was estimated to be 9.3 trillion4 Baht of
which the United States took the highest market value of 333 billion Baht
followed by Japanese game market with the value of 187.8 billion Baht, and
Korean game market with the value of 102 billion Baht. Thailand, in its infancy
stage of the game industry, has 5.7 billion Baht game market value which is
about 0.61% of the world market. Thai game market is dominated by imported
games, mostly from Japan, US, UK, and South Korea, which takes about 90% of
overall Thai game market.
India 1.76 Market Value (‘000 Million Baht)
0 50 100 150 200 250 300 350 400
Figure 3 Game Industry Markets 2006 (Selected Countries)5
Thai gaming industry can be divided into 6 platforms which are online
game, mobile game, console game, handheld game, PC Offline game and arcade
game. The domestic game market of Thailand has grown rapidly since 2003 due
to the larger number of gamers entering the market and the emergence of online
games for the Thai gaming industry.
The market value of the Thai gaming industry in 2003 amounted to 3,235
million Baht of which arcade games took the highest share at 37% of total market
value followed by online games with 30% of market value. The 2004 market
value of 4,090 million Baht showed the significant growth of online games that
took 38% of the total gaming market share and has exceeded the arcade game
market value since. In 2005, the gaming industry raised the market value to
4,708 million Baht with similar ranking in shares. The Thai gaming industry
market value in 2006 amounted to 5,680 million Baht showing the continued
growth of the Thai gaming industry and the promising increase of the online
game market which amounted to 2,370 million Baht and 42% of the market
share. Other game platforms retained the consistent market share across 4
years; mobile games had about 3%, console software games had about 15%,
handheld software game had about 5%, and PC offline had about 8% share.
Information from NASSCOMM Report 2006 with trillion equals to the third power of a thousand (one
thousand billion, 1 followed by 12 zeroes)
Market value of the selected countries converted to Thai Baht at 37 Baht:1 USD (referred to
currency exchange rate by Bank of Thailand year 2006)
Executive Summary 13
Table 5 Thai Gaming Market Value by Game Platform
2003 2004 2005 2006
(mil. Bht) % (mil. Bht) % (mil. Bht) % (mil. Bht) %
Online Game 970 30 1,540 38 1,800 38 2,370 42
Mobile Game 115 4 130 3 148 3 170 3
490 15 590 14 700 15 850 15
160 5 180 5 250 6 300 5
PC Offline Game 300 9 330 8 360 8 390 7
Arcade Game 1,200 37 1,320 32 1,450 31 1,600 28
Total (mil. Bht) 3,235 100 4,090 100 4,708 100 5,680 100
4,000 31% 7%
3,235 32% 5%
3,000 7% 15%
37% 8% 5%
2,000 10% 15% 3%
1,000 3% 39%
2546 2547 2548 2549
Online Game Mobile Game Console Game (Software)
Handheld (Software) PC Game Arcade Game
Figure 4 Game Market Share by Game Platforms
Executive Summary 14
Thai Gaming Industry by Game Platform
The first online game was published in Thailand in 2001. There have been
about 55 online games published of which 16 games are no longer in service and
the other 39 are still commercially available.
The online game market in Thailand has risen since 2003 starting from the
market value of 970 million Baht to 1,540 million Baht in 2004, 1,800 million
Baht in 2005 and to 2,370 million Baht in 2006. The online game market has
grown almost three fold since the first commercially published online game in
Thailand four years ago. The market reached its highest growth of 60% in 2005
when the market value of online games totaled 1,540 million Baht. The average
growth rate6 of the Thai online game market is about 25% across four years of
Table 6 Online Game Market in Thailand 2003 – 2006
2003 2004 2005 2006
Online Game Market (mil. Baht) 970 1,540 1,800 2,370
The number of people using mobile phone in Thailand has gone up every
year. In 2006 the number of people using mobile phones was approximately 37
million which is about 57% of the total population of 65 million people. The
number is expected to increase another 14% to 42 million people which is about
65% of the total population in 2007.7
The mobile game market in Thailand has a steady growth averaging 15%
annually since 2003. Mobile games in Thailand these days still share a small
market value among value added services (VAS) of digital content provided on
mobile phones. The mobile game revenue is about 10% of the total revenue
from total digital content service revenue. However, the growing number of
mobile phone users each year will help boost the revenue of mobile games and
other voice and non-voice digital content services.
The market value of mobile games in Thailand in 2006 amounted to 170
million Baht. The market value has increased at the rate of approximately 3%
Table 7 Mobile Game Market in Thailand 2003 – 2006
2003 2004 2005 2006
Mobile Game Market (mil. Baht) 115 130 148 170
Estimated growth rate using CAGR: Compound Average Growth Rate
Information courtesy by Wireless Service Business, Advanced Info Service Public Company Limited
Executive Summary 15
Console Game (Software)
The Thai console game market value mainly focuses on the console
software games. There are four types of console game machines that are still
available in the Thai console game market. They are PlayStation 2, PlayStation 3,
Xbox360 and Nintendo Wii.
The market survey of console game software in Thailand indicates that
there is approximately 6 million console game software sold annually with the
total market value of about 850 million Baht. The average growth of the overall
console game software market is estimated to be 20% per year.
Table 8 Console Software Game Market in Thailand 2003 – 2006
2003 2004 2005 2006
Console Game Market (mil. Baht)
490 590 700 850
(Software game only)
Handheld Game (Software)
Handheld game machines that are still popular in Thailand are Nintendo
DS Lite and PlayStation Portable (PSP). Currently, licensed software games are
distributed by Electronic Art World Thailand (EA Thailand) and are sold at
reasonable market price.
The market of handheld game software in Thailand was quite stable during 2003
– 2004. The mid of 2005 was a turning point for the handheld game market due
to the debut of PSP and the Nintendo DS game machine which helped boost the
market to 40% that year
Table 9 Handheld Software Game Market in Thailand 2003 – 2006
2003 2004 2005 2006
Handheld Game Market (mil. Baht)
160 180 250 300
(Software game only)
PC Offline Game
Many of the PC Offline games developed based on renowned film stories
such as Harry Potter, Shrek, and Spider-Man. In Thailand, the first Thai PC
Offline game developed from film story is Tom-Yum-Kung following the popularity
of the Thai movie, Tom-Yum-Kung. It was first launched on August 11, 2005
with about 30,000 sold.
Another type of PC Offline game that is popular in Thailand is the
education games whose main target consumers are elementary and junior high
school students. Some of the games in this category are so popular that new
editions are launched every year.
Even though newer versions of PC Offline games are well designed and
developed using 3D animation technique and special affects to make the game
closer to reality with more complex game levels to attract gamers, the popularity
of PC Offline games has declined because of the higher specifications of required
Executive Summary 16
PC systems to support such complex games and the share of online games
that become more and more popular throughout the different ages and levels of
The market value of PC Offline games in Thailand was 392 million Baht in
2006 which had increased from 360 million Baht in 2005. The average growth of
PC Offline game in Thailand is quite constant at the rate of 10% per year.
Table 10 PC Offline Market in Thailand 2003 – 2006
2003 2004 2005 2006
PC Offline Game Market (mil. Baht) 300 330 360 392
Arcade games are one of the most popular game platforms in Thailand.
Arcade games that are in service in Thailand can be divided into 2 types as
1. Arcade game machines with an electronic system base which mostly
are imported such as SEGA8 and NAMCO9 arcade machines from Japan.
2. Arcade game machines with a PC system base mostly used for casual
game with touch screen features.
Arcade games took a major market share among all platforms with the
market value of about 1,200 million Baht in 2003, 1,320 million Baht in 2004,
1,450 million Baht in 2005, and 1,600 million Baht in 2006. However, the market
share of arcade games has declined from 30% in 2003 to 28% in 2006 due to the
online game market expansion.
Table 11 Arcade Game Market in Thailand 2003 – 2006
2003 2004 2005 2006
Arcade Game Market (mil. Baht) 1,200 1,320 1,450 1,600
SEGA (Service Games of Japan) is multinational Japanese video game software and hardware
development company, and a former home computer and console manufacturer.
NAMCO is an amusement company based in Japan, best known overseas for video games
Executive Summary 17
Thailand’s Game Productions
The production of software games and game machines in Thailand started
to expand in 2006 when the manufacturing value amounted to 412 million Baht.
In this year the value of the arcade game production reached 205 million Baht,
accounted for 50% of total game production value across all platforms in
Thailand. The PC offline game production accounted for 25% or 105 million Baht,
followed by the online game production at 60 million Baht which is 15% of the
industry. The mobile and handheld game productions were accounted to 30
million Baht and 12 million Baht or 7% and 3% of total production value,
respectively. The console game production is under negotiation with major
console game companies in North America and in Japan.
Table 12 Production Market Value of Thailand’s Gaming Industry
Game 2003 2004 2005 2006
Platform mil. Baht % mil. Baht % mil. Baht % mil. Baht %
Online Game - 0 4 2 45 13 60 15
Mobile Game 1 0.7 5 3 18 5 30 7
0.5 0.3 5 3 8 3 12 3
PC Offline 20 13 60 30 75 22 105 25
Arcade Game 130 86 120 62 190 57 205 50
151.5 100 194 100 336 100 412 100
Executive Summary 18
Thailand’s Game Users
SIPA’s White Paper for Animation and Games Project had conducted a
survey to study the basic characteristics and commonalities of Thai game users.
The survey, which covered respondents in major cities throughout the country,
found that the majority of game users in Thailand live in and around Bangkok.
However, there were an increasing number of game users in all regions of
Thailand. The survey was mainly based on a questionnaire with a total of 1,224
respondents who ranged in age from 9-45.
60.4% of the game users answering the questionnaire were male and
39.6% were female. Most of them were 15-19 years old (42.6%) followed by 20-
24 years old (38.6%) and 9-14 years old (12.1%).
1.6% 0.3% 0.2%
15-19 20-24 9-14 25-29 30-34 35-39 Over 45
Figure 5 Age Group of Game Users
Executive Summary 19
Bachelor High School Vacational Junior High Primary Master Post Master
School School School Degree Degree
Figure 6 Educational Levels of Game Users
590 out of 1,224 game users (48.2%) were undergraduate students, while
258 of those (21.1%) were in high schools. Students in vocational schools were in
third place with a total number of 173 (14.1%).
100 2% 1.7% 1.7% 0.7% 0.5%
Less than 5,001- 40,001- 20,001- 15,001- 30,001- Over
5,000 15,000 50,000 30,000 20,000 40,000 50,000
Figure 7 Average Incomes of Game Users
According to the survey, most of the game users have an average income
less than 5,000 Baht per month, accounting for 67% of the respondents, while
26.3% of those have an average income ranging from 5,001 to 15,000 Baht.
Executive Summary 20
30 1-2 2-3 3-4 4-5 More 5-6 6-7
Minutes- Hours Hours Hours Hours than 7 Hours Hours
Figure 8 Average Time Spent in Playing Games
When questioned about the time spent on playing games, 30.5% of the
game users responded that they spent 30 minutes to 1 hour playing games. The
percentage of the game users spending 1-2 hours playing games accounted for
21.7% of all respondents.
3.8% 1.9% 1.6% 0.8%
Figure 9 Preferred Places for Playing Games
When asked of gaming places, 781 out of the respondents or 30.6%
selected homes/accommodation as favorite gaming places where 339 of the game
users chose to play games in Internet Cafés/Game Rooms which was 27.8% of all
Executive Summary 21
200 5.5% 5.2%
Online Mobile Console Handheld Arcade Offline
Game Game Game Game Game Game
Preferred Game Platforms
Figure 10 Preferred Game Platforms
On the question of preferred game platforms, 30.6% (the highest) enjoyed
online games, 19.7% preferred playing mobile games, and 11.8% chose to play
console games. For handheld games, the game users playing this type of game
accounted for 6% while 5.5% enjoyed playing arcade games. PC offline games were
the least favorite game played by the game users resulting in only 5.2% out of 1,224
When asked about games developed by Thai developers, approximately
42% of the respondents experienced Thai-made games, while 58% never played
Thai games. Nevertheless, there is a growing tendency toward playing Thai
games especially in online games. According to the survey, the number of gamers
experienced Thai-made games accounted for 50% of those who played all kinds
of online games; although they were recently introduced to the market.
Executive Summary 22
20 3.4% 2.7% 2.4%
Reasons for Playing Thai Games
Figure 11 Reasons for Playing Thai Games
On the extended question of Thai games, 37.6% of the game users
expected to see more online games developed by Thai developers, followed by
22.2% of PC offline games. When asked of reasons to play Thai games, 18.7% of
the game users chose to play Thai games because of the recommendation from
their friends while 15.8% played them for the purpose of supporting Thai game
Executive Summary 23
Thailand’s Competitive Advantage: Animation and Games
The animation and gaming industry are heavily influenced and dominated
by international key players from North America, Europe, Japan and Korea.
Thailand’s exposure to foreign production, training abroad, and foreign assistance
were important factors behind the emergence of animation and gaming industry
in Thailand. The mature animation production countries in Asia which are Japan
and South Korea are main business partners of Thai production companies both in
animation and games. As animation and game production is a very lucrative and
labor-intensive business, Asian countries such as India, China, Vietnam, Malaysia
and Thailand have cost advantage for the production and have started their own
Thailand’s animation studios are among the most successful of Thailand’s
multimedia enterprises. Major studios have garnered international accolades for
international standard of 2D, 3D and other animation work, including winning
prizes in international competitions. The making of Thailand’s first 3D animated
feature film, Khan Kluay, is the nation’s big step in making the statement that
Thailand is ready for the world of animation and multimedia.
The gaming industry in Thailand, even though in its early stage, has
rapidly grown within the past few years. The ongoing expansion of Thai gaming
industry is attested by the increase in market value for demand perspective.
Besides the making of first Thai online commercial game, ProjectOne, the rising of
number of contracted game software development with international clients
shows the momentous pace for Thai game software manufacturing perspective.
Game development studios in Thailand have formed a significant group that helps
Thai game software development industry especially in business deals and
Thailand has the advantage of being a country of rich culture and artistry.
Thai animators are regarded for their highly artistry skills and sophisticated work.
Such skills and the responsibility of staff are an important fundamental of
exquisite production for quality animation. Thailand’s competitive advantage can
be defined into five elements.
o Thailand is located near the major consumption markets of India and
China, and is within a one hour flight to Singapore, the center for
agent and trade.
o Thailand is a transportation hub for the Southeast Asian region
o Thailand has the unique identity and culture
o The size of Thailand is small enough for clustering within provincial
o Thailand is a gateway to neighboring countries with low labor costs.
Human Resource Advantage
o Thai staff are highly skilled in art and creativity
o Thai staff have opportunities to work with international experts and
professionals through co-production and investment of foreign
o The development of the Thai animation industry in the past four years
has enhanced Thai workers by advancing the working standards.
Executive Summary 24
Fundamental System Advantage
o The continuing development of infrastructure related to animation and
game industry such as expansion of broadband internet network
o High standard of communication and transportation system
o Good educational system
o The curriculum of digital content has rapidly developed among
competitive higher levels of education
o Entrepreneurs have easy access to software and equipment necessary
for animation and game production
o Better quality human resources due to the continuing development of
the academic curriculum for animation and game
o Thai staffs are highly skilled in art and creativity.
o Thai staffs have opportunities to work with international experts and
professionals through co-production and investment of foreign companies.
o Networking among government units committed to animation and
game industry support shows the development of cooperation.
o More government funding for training and international road shows are provided.
o Government investment in expensive equipment and small rental fee
to assist Thai entrepreneurs in animation and game production.
Business Environment Advantage
o The competitiveness of animation and game’s supporting industry,
Thailand’s film and advertising industry, is well recognized internationally.
o Thai animation and game studios have a strong desire to push their
work to be known abroad.
o Thai entrepreneurs have strong cooperation and have developed
business clusters for the best interest of the industry and for
bargaining power in international negotiation.
o The emergence of the variety of work creates a chance for Thai
animation and game studios to be part of the global industry.
o The clustering among education and entertainment businesses creates
a new supporting industry, the edutainment industry.
Another advantage is that Thailand has a major event to promote animation
and game industry. An annual event that articulates Thailand’s readiness for high
standard of animation, game and multimedia is Thailand Animation and Multimedia
(TAM), which was first organized in January 2004 by SIPA. The main purpose of
TAM is to emphasize and encourage involvement of all sectors in animation, game
and multimedia, from designers, developers, and manufacturers, to domestic and
international businessmen, students, youth and public. Small to large animation
and game production studios and other digital content related enterprises including
academic circles participate in this event to demonstrate their keen interest in and
readiness for promoting animation and multimedia business in Thailand.
In an industry mostly dominated by big corporations from other countries,
Thailand's animation and game industries are working up in a global market worth
billions. High level of creativity, reasonable costs, welcoming business
environment, and fine overall performance make Thailand very competitive in the
field and, thus, a preferable destination for animation and game production and
Executive Summary 25
Glossary of Terms
The Japanese word for animation. In English, used to describe Japanese-style or
Japanese-origin animation properties.
Large, standalone, video-style games played in a retail location. Creating
animation for arcade games is a work-for-hire opportunity for animation studios.
(CAI, or "assisted", "learning", CAL) The use of (personal) computers for
education and training.
Computer-generated imagery or CGI
A description commonly used for visual effects and other animation productions.
Interactive titles meant for use on a dedicated gaming machine rather than a
A description of data which is stored or transmitted as a sequence of discrete
symbols from a finite set, most commonly this means binary data represented
using electronic or electromagnetic signals.
Products available in digital form. It typically refers to music, information and
images that are available for download or distribution on electronic media.
E-learning (Electronic learning)
Term covering a wide set of applications and processes, such as Web-based
learning, computer-based learning, virtual classrooms, and digital collaboration, It
includes the delivery of content via Internet, intranet/extranet (LAN/WAN), audio
and videotape, satellite broadcast, interactive TV, CD-ROM, and more.
A full-length production of about 90 minutes, usually intended for theatrical
distribution but sometimes for television or home video/DVD.
Handheld game also called “Handheld Video Game” or “Handheld
Video game played on a portable, electronic device (Examples: Game Boy,
The computers and other machinery needed to produce an animated project.
A computer network consisting of a worldwide network of computer networks that
use the TCP/IP network protocols to facilitate data transmission and exchange.
Massive Multi-Player Online Games (MMOG)
A game on the computer played by many people. Also call “Massively Multi-user
Online Game”, An MMOG differs from a regular multiplayer game because its
environment is perpetual. People log on, join the action and leave whenever they
Executive Summary 26
wish, but the game continues like new soldiers replenishing fatigued troops on
A game played on mobile phones or portable.
A game that connects many players together an a server that can be accessed
over the Internet by individual PC terminals.
The act of sending all part of a production to another studio on a subcontract
PC offline game
A game installed on a PC through a CD-ROM.
The percentage of households in an area that possess a certain technology, such
as cable or home computer.
The last phase of the production process. Includes music editing, picture editing,
compositing, color correction, and other tasks. Usually outsourced to a
postproduction facility. In live-action production animated special effects are
added during post production.
The process of generating the final image in the computer. Rendering takes the
modeling, lighting, texture, and color data, and decide what color each pixel
should be for each frame.
Short for Special Interest Group, Graphics, of the Association for Computing
Machinery. The largest organization devoted to computer graphics and animation.
The instructions executed by a computer, as opposed to the physical device on
which they run.
A model that helps to analyze specific activities through which firms can create
value and competitive advantage.
Value Added Service (VAS) which is voice and non voice services besides regular
mobile phone service. VAS generally includes music, ringtone, games, movies,
email and other digital content services
An interactive entertainment title played on a dedicated console made by
companies including Nintendo, Microsoft, and Sony.
A technique used in a live-action film to create a scene that cannot be filmed
cost-effectively or safely. Matting a scene into a background is one type of visual
Executive Summary 27
Committee and Credits
Dr. Surapong Lertsithichai Committee
Mr. Jaras Tanopajaisit Committee
Mr. Pongrapee Thongsrinoon Committee
Mr. Sumate Rodkao Committee
Ms. Charutat Chandrasurin Secretary to Committee
Thai Animation and Computer Graphics Association (TACGA)
Thailand Software Game Association (TGA)
Bangkok ACM Siggraph
White Paper Working Group
Dr. Kamon Jirapong Project Leader
Dr. Chaipong Pongpanich Project Consultant
Dr. Monrudee Tadaaumnuaychai Head of Researcher
Ms. Dawadee Charnpanichkarn Project Manager
Mr. Mawin Dankul Researcher
Mr. Monchai Tadaaumnuaychai Researcher
Mr. Ratthapol Piriyathanarak Researcher
Ms. Sasiprapa Lavitrungsima Research Assistant
Ms. Chatchadaporn Akka Research Assistant
Ms. Sasinun Sasiwattana Research Assistant
Knowledge Development Center Co., Ltd.
This document is developed for Thai Digital Content White Paper: Animation & Games Project by Knowledge Development Company Limited,
(KDC), under the supervision of the project owner, Software Industry Promotion Agency (SIPA). Duplication, photocopy, distribution or broadcast
in any form, partial or whole, of this document is prohibited without official permission from the project’s owner.