ASEAN Talks Volume ASEAN-Korea Centre, 2018 Published by ASEAN-Korea Centre Address: 8 th fl., Sejong-daero, Jung-gu, Seoul, Republic of Korea

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1 Vol Malaysia s Potential to Become an ASEAN Gaming Hub 말레이시아, 아세안게임시장허브로서의가능성은? Park So-hyun, Assistant Officer, Trade and Investment Unit 0

2 ASEAN Talks Volume ASEAN-Korea Centre, 2018 Published by ASEAN-Korea Centre Address: 8 th fl., Sejong-daero, Jung-gu, Seoul, Republic of Korea Tel.: aseantalks@aseankorea.org Website: ISSN (printed): ISSN (online): Edited by: Lee Su-ji, Hwang Ji-seon, Ha Chae-kyoun, Kim Hyun-ji All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, without the consent of the ASEAN-Korea Centre. Enquiries concerning reproduction should be sent to the ASEAN-Korea Centre. The publisher does not guarantee the accuracy of the data included in this publication and accepts no responsibility for any consequence of their use. The responsibility for facts and opinions in this publication rests exclusively with the authors. ASEAN-Korea Centre The ASEAN-Korea Centre is an intergovernmental organization mandated to promote economic and socio-cultural cooperation between the ASEAN Member States and Korea. It was officially inaugurated on 13 March 2009, the year that marked the 20 th Anniversary of the Dialogue Partnership between ASEAN and Korea.

3 Contents Malaysia s Potential to Become an ASEAN Gaming Hub Pg. 1 말레이시아는아세안게임산업의리더가될수있을까? Pg. 8 Ms. Park So-hyun Assistant Officer at Trade and Investment Unit 1

4 Malaysia s Potential to Become an ASEAN Gaming Hub Park So-hyun, Assistant Officer Trade and Investment Unit Abstract The Association of Southeast Asian Nations (ASEAN) is at a critical juncture vis-a-vis the digital economy. ASEAN member states attempt to promote the gaming industry as a way of speeding up the transition towards a digital economy. Global attention has been drawn to ASEAN gaming industry ever since Sea Ltd., the Singapore-based unicorn game startup company (formerly known as Garena) was listed on the New York Stock Exchange in In particular, the Malaysian government has selected the gaming industry as its next economic growth engine and has intensified its effort to promote it. In February 2018, the ASEAN-Korea Centre held trade facilitation workshops for Malaysian MSMEs on the digital content industry in Kuala Lumpur, Malaysia, and explored opportunities for further cooperation between the two countries in the gaming industry. Malaysia s competitive labor force, together with its business-friendly policies, relatively welldeveloped infrastructure, strategic geographic location, and cultural diversity have enabled Malaysia to be a strategic foothold to expand further into ASEAN markets. This report aims to give an overview of the Malaysian gaming industry and the Malaysian government s policies and strategies promoting the industry. It further highlights Malaysia s potential to become an ASEAN gaming hub.

5 Why did Streamline Studio choose Malaysia over Singapore? Streamline Studio, one of the leading game developers in Malaysia, originally started its business in the U.S. and moved to Amsterdam, Netherlands in When the global financial crisis hit the European economies, the company moved its headquarters to Kuala Lumpur, Malaysia in 2011 to explore new business opportunities. Since Streamline Studio relocated its headquarters, the company has developed games of its own, codeveloped with major game companies, and provided services throughout ASEAN region. Streamline Studio originally considered Singapore as its test bed for ASEAN game market, but ultimately Malaysia became their choice. Co-founder Stefan Baier attributed this to Malaysia s multi-skilled labor forces with a high rate of English proficiency, the Malaysian government s various incentives towards foreign investors, and Malaysia s relatively well-developed infrastructure. Malaysia s strategic location being at the center of six of ASEAN s largest game markets (Vietnam, Indonesia, Thailand, Singapore, Philippines, Malaysia) is another important factor. Furthermore, the fact that Malaysia is one of the fastest growing gaming market in the world, and its competitive labor and rental costs compared to Singapore, and has a multicultural and multi-ethnic society were all additional factors that influenced Streamline Studio to move to Malaysia. Malaysia, the third largest games market in ASEAN Despite its relatively small population, Malaysia has a sizable and fast-growing game market. In 2017, Malaysia s game market volume increased by 16.3% year-on-year to a total of $587 million, and this was ranked third in ASEAN after Indonesia and Thailand. The app-based mobile game market is expanding rapidly and it is taking the market share over PC and console game, mostly due to the growing Internet access and smartphone penetration rate. Malaysian mobile game market volume is expected to grow at a 7.4% compound annual growth rate (CAGR) from $288 million in 2017 to $384 million in 2020 (Statista, 2018). 2

6 [Figure 1. Game market revenues per segment in Malaysia from 2014 to 2018 (in millions of USD)] TV/Console Mobile (Tablet & Smartphone) PC Others Source: Adapted from Newzoo (2017) and Statista (2018) data Malaysia has the second highest smartphone penetration rate and the third fastest 4G speeds in ASEAN Figure 2 shows the smartphone penetration rates and 4G speeds of the six largest game markets in ASEAN. In 2017, smartphone penetration rate in Malaysia is estimated to be 62% which is the second highest in ASEAN after Singapore (Newzoo, 2017). According to OpenSignal s findings, 4G mobile networks are available almost everywhere in Malaysia with average speeds of 14.83Mbps, making it the third fastest in ASEAN after Singapore and Vietnam. [Figure 2. Smartphone penetration rate and 4G speed in ASEAN big 6 (2017)] Indonesia Thailand Malaysia Singapore Vietnam Philippines Smartphone Penetration (%) 20.7% 40.5% 64.1% 73.3% 26.4% 23.3% 4G speed (Mbps) % 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Smartphone Penetration (%) 4G speed (Mbps) Source: Adapted from Newzoo (2017), Statista (2018), and OpenSignal (2018) data 3

7 Almost half of Malaysia s population play games Figure 3 shows the revenue of game industry, the percentage of population who play games and the annual average spending per gamer of the six largest game markets in ASEAN. 14 million people, representing 45% of the total population, are playing games in Malaysia (Newzoo, 2017). Figure 3 indicates that gamers in Malaysia are third biggest spender on mobile games in ASEAN with $31.01 of average revenue per user (ARPU) (Statista, 2018). Considering fast-growing smart phone penetration rate and increase in the number of mobile gamers, the mobile game market profitability is expected to grow in the coming years. [Figure 3. Game revenue, percentage of the game-playing population, and annual average revenue per user (ARPU) in ASEAN big 6] Indonesia Thailand Malaysia Singapore Vietnam Philippines Game Revenue (Million USD) Annual Average Revenue per User (USD) Percent of population playing games (%) % 27% 45% 52% 35% 29% 60% 50% 40% 30% 20% 10% 0% Source: Adapted from Newzoo (2017), Statista (2018) data As categorized by Newzoo, a provider of market intelligence on global games, among five game categories strategy, racing, action/adventure, simulation, and puzzle strategy games are the most popular in Malaysia (36%) followed by racing games (30%). As Figure 4 demonstrates, action/adventure games are the third most popular genre with 21%, followed by simulation and puzzle games (Newzoo, 2016). As of March 2018, the most downloaded game in Malaysia on Google Play and the Apple App Store was Mobile Legends: Bang Bang, a multiplayer online battle arena, a sub-genre of strategy game published by Chinese game developer Shanghai Moonton (Apptweak, 2018). 4

8 [Figure 4. Top 5 game genres on mobile in Malaysia, %] Strategy Racing Action/Adventure Simulation Puzzle Source: Newzoo (2016) Figure 5 indicates, among Malaysia s gamers, 42% are women, and the remaining 58% are men. Women prefer puzzle games, while men prefer strategy games, based on Newzoo data. The majority (47%) of the game-playing population is aged between 21 and 35 (Statista, 2018). [Figure 5. Distribution of gamers by gender and age in Malaysia in 2017] 28% Male 58% Female 42% 18% 14% 19% 12% 9% Source: Statista (2018) The gaming industry as Malaysia s new engine of economic growth The Malaysian government is providing a wide range of policy tools to promote the gaming industry as the new engine of economic growth (Malaysia Digital Economy Corporation [MDEC], 2018). In order to position Malaysia as the worldwide test bed and 5

9 ASEAN hub for game development, Malaysian government has tried to attract foreign companies to set up business in Malaysia through deregulation, subsidies, and tax incentives. Malaysia launched the Multimedia Super Corridor (MSC Malaysia), a special economic zone, to transform the country into a developed nation by 2020 (MSC Malaysia, 2018). Local and foreign companies permitted into MSC Malaysia can get MSC Malaysia status and access to a number of benefits under the Bill of Guarantees. Malaysian-based start-ups and small and medium enterprises (SMEs) including Streamline Studio, are developing and expanding their businesses through the MSC Malaysia program. In 2017, Malaysia Digital Economy Corporation (MDEC) together with UOA Holdings launched Level Up Inc., a 6,000-square-foot game production hub in Bangsar South, to transform Malaysia into the regional game hub of Southeast Asia (MDEC, 2016). Level Up Inc. provides a wide range of supports such as co-working spaces, cloud services, technical support, expert mentoring etc. (MDEC, 2018). One of the success stories of Level Up Inc is Magnus Games Studio, an up-and-coming game developer, who recently signed a worldwide publishing agreement of its game Re:Legend with Italian-based game publisher and distributor, 505 Games S.p.A.. Re:Legend will be distributed globally through Steam, a digital gaming platform (MDEC, 2018). Meanwhile, Malaysian government also set up esports Malaysia, a governing body of esports in Malaysia and launched the 1st ASEAN Games for esports 2016 Tournament with $25.6 million in prizes as part of the effort to promote the gaming industry ( Future of esports, 2018). Every year the MDEC hosts Level Up KL, the largest international game exhibition in Southeast Asia, in order for ASEAN game developers to showcase their products to international buyers. Also, Malaysian government has devoted its efforts to foster young talent in the gaming industry. In February 2017, esports Malaysia together with Asia Pacific University of Technology and Innovation, officially established the esports Academy, Malaysia s first institution for game development (Maulana, 2017). Together with KDU University College, MDEC also launched the Level Up at School program, a game development courses for secondary school students to nurture talented engineers in the game industry. 6

10 [Table 1. MSC Malaysia Status] Eligibility Financial incentives R&D grants Local or foreign provider of IT/multimedia products and services Pioneer Stats (PS), 100% tax exemption for up to 10 years Investment tax allowance (ITA) for up to five years Duty-free import of multimedia equipment (DFI) Companies with at least 51% Malaysian shareholding are eligible for R&D grants (up to 1.2 million RM per project) Other benefits Comprehensive framework of cyber law for intellectual property (IP) protection No Internet censorship Expert mentoring To apply for MSC Status Applications should be submitted directly to MDEC Sources: MIDA (2013), MDEC (2018) Conclusion Although the Malaysian gaming industry is still in the relatively early stage of development, Malaysia has a competitive workforce for the gaming industry. Malaysian game developers have accumulated knowledge and experiences from outsourcing cooperation with global game companies such as Sony and have skilled English-speaking workers with diverse cultural backgrounds. Furthermore, Malaysia s strategic location and cultural connectivity to other ASEAN countries, low cost of doing business, welldeveloped IT infrastructure, competitive labor force, and relatively large domestic market have transformed Malaysia into a good springboard for ASEAN game market. Also, Malaysian government s effort to make business-friendly environment is the most important factor that has made Malaysia a prime investment destination. With such advantages, Malaysia has much potential to become a gaming hub in ASEAN, and for Korean start-ups and companies, Malaysia could be a strategic foothold to expand further into ASEAN markets. 7

11 말레이시아, 아세안게임시장허브로서의 가능성은? 박소현무역투자국담당관 요약 게임산업은디지털경제로의전환을추진하고있는아세안에서가장주목받고있는산업중하나이다. 싱가포르유니콘 ( 기업가치가 10 억달러이상인비상장스타트업 ) 게임업체씨 (Sea Ltd.) 는 2017 년아세안게임사최초로뉴욕증시에상장되며아세안게임산업에대한이목을집중시켰다. 여기에말레이시아는게임산업을차세대핵심성장동력산업의하나로선정하고본격육성에나서고있다 년 2 월, 한-아세안센터는말레이시아쿠알라룸프르에서한국과말레이시아간디지털콘텐츠 ( 게임, 애니메이션 / 캐릭터 ) 분야무역활성화워크숍및상담회를개최하여게임산업분야에서양국간협력가능성을확인했다. 말레이시아는비교적저렴한물가, 풍부한인적자원, 게임산업에대한정부의적극적육성의지및지원, 안정적 IT 인프라, 지리적이점및문화적다양성등을보유하고있어아세안시장진출을추진하고있는한국게임기업및스타트업이주목해야할시장이다. 이에본글은말레이시아게임산업동향및정부진흥책을소개하고, 말레이시아의아세안게임시장허브로서의가능성에대해살펴보고자한다. 8

12 Streamline Studio 가말레이시아로간까닭은? 말레이시아대표게임개발사중의하나인스트림라인스튜디오 (Streamline Studio) 는미국에서설립된기업으로, 2001 년유럽게임시장진출을위해네덜란드암스테르담으로본사를이전했다. 이후유럽게임시장상황이악화되자대안으로아시아시장진출을위해 2011 년말레이시아로본사를이전했다. 스트림라인스튜디오는현재자체게임개발및글로벌게임개발사들과의협업을통해, 말레이시아를중심으로아세안지역으로의시장확대에매진하고있다. 스트림라인스튜디오는당초아세안게임시장의테스트베드로싱가포르를고려했지만결국 말레이시아로최종결정했다. 공동대표 Stefan Baier 는그이유를영어를자유롭게구사하는 게임분야의숙련기술인력, 정부의적극적행정지원및세제혜택, 잘갖춰진현지인프라, 말레이시아게임시장자체의성장잠재력등을들고있다. 여기에전세계에서가장빠르게성장하는게임시장인빅 6 국 ( 베트남, 인도네시아, 태국, 싱가포르, 필리핀, 말레이시아 ) 의중심부에위치한지리적이점, 싱가포르보다저렴한인건비및주택임차료그리고여러민족및문화가균형을이루어공존하는다문화국가로이뤄진점도유리하게작용했다. 아세안 3 위게임시장말레이시아 말레이시아는인구규모에비해상대적으로큰게임시장규모를형성하고있으며성장률또한높다. 글로벌게임산업시장조사기관뉴주 (Newzoo) 가추산한 2017 년말레이시아게임시장규모는전년대비 16.3% 증가한 5 억 8,700 만달러로, 인도네시아, 태국에이어아세안에서세번째로크다 ( 그림 1, 그림 3 참조 ). 말레이시아게임시장은글로벌시장의추세에발맞춰 PC 게임에서앱기반의모바일게임으로빠르게전환되고있으며이같은변화는스마트폰보급확대및무제한데이터서비스증가로부터기인하고있다 년말레이시아모바일게임시장규모는말레이시아전체게임매출액의절반을상회하는미화 2 억 8,800 만달러로추산되며향후 2022 년까지연평균 7.4% 의성장률을기록, 총 3 억 8,400 만달러에이를것으로전망된다 (Statista, 2018). 9

13 [ 그림 1. 말레이시아게임시장규모변화 ( )] ( 단위, 백만달러 ) TV/ 콘솔모바일 ( 태블릿 & 스마트폰 ) PC 기타 출처 : Newzoo (2017), Statista (2018)( 저자일부수정 ) 높은스마트폰보급률및말레이시아전역에보급된 4G 네트워크 말레이시아는인프라에서다른아세안국가에비해뛰어난강점을가진다 년기준말레이시아스마트폰보급률은 64.1% 로싱가포르에이어아세안에서두번째로높은스마트폰비율을자랑한다 (Newzoo, 2017). 무선네트워크시장조사기관오픈시그널 (OpenSignal) 에따르면, 말레이시아전역에걸쳐 4G 모바일통신네트워크망이구축되어있으며평균속도는 Mbps 로싱가포르, 베트남에이어아세안에서세번째로빠른편이다 ( 그림 2 참조 ). [ 그림 2. 아세안주요국스마트폰보급률및 4G 인터넷속도 (2017)] 인도네시아태국말레이시아싱가포르베트남필리핀 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 스마트폰보급률 (%) 20.7% 40.5% 64.1% 73.3% 26.4% 23.3% 4G 인터넷속도 (Mbps) 스마트폰보급률 (%) 4G 인터넷속도 (Mbps) 출처 : Newzoo (2017), Statista (2017), OpenSignal (2018)( 저자일부수정 ) 10

14 전체인구절반가량이게임즐기고게임소비에도적극적 말레이시아전체인구대비게임인구가많고, 소비시장이지속적으로커지고있다는점도큰강점이다. 말레이시아의게임인구는총인구 3,120 만명중 1,400 만명으로전체인구의약 45% 를차지하고있다 (Newzoo, 2017). 이는아세안에서싱가포르에이어두번째로높은수치이다. 게다가 1 인당게임매출액도높아 2017 년말레이시아의모바일게임이용자 1 명당게임에소비한금액 (Average Revenue per User: ARPU) 은 31 달러로, 아세안빅 6 게임시장에서싱가포르, 태국다음으로높은 3 위를기록하고있다 (Statista 2018). 말레이시아스마트폰보급률은꾸준한증가추세를보이고있으며, 이와더불어모바일게임을즐기는유저도확대될전망이어서향후모바일게임수익성은더욱좋아질것으로예상된다. [ 그림 3. 말레이시아모바일게임사용자분포및운영체계별시장점유율 ] 게임시장규모 ( 백만달러 ) 1 인당게임지출액 ( 달러 ) 전체인구대비 게임이용자비율 (%) 인도네시아 태국 말레이시아 싱가포르 베트남 필리핀 % 27% 45% 52% 35% 29% 60% 50% 40% 30% 20% 10% 0% 출처 : Newzoo (2017), Statista (2018) 장르별로살펴보면, 여러명이스스로전략을선택하며실시간으로맞붙는전략게임이가장높은시장점유율을보이고있으며경쟁상대와스피드를겨루는레이싱게임, 스토리에따라캐릭터를움직이는액션 / 어드벤쳐게임순이다 (Newzoo, 2016) 년 3 월기준, 말레이시아구글플레이및애플앱스토어게임순위분석결과, 모바일게임 1 위는전략게임의하부장르로, 가상의무대에서여러명이실시간으로팀을이뤄전투를벌이는모바일레전드 : 뱅뱅 (Mobile Legend: Bang Bang) 이다 (Apptweak, 2018). 11

15 [ 그림 4. 말레이시아모바일게임장르별점유율 ] 전략 레이싱 액션 / 어드벤쳐 시뮬레이션 퍼즐 출처 : Newzoo (2016) 연령별로살펴보면, 2017 년기준말레이시아의모바일게임남녀비율은 58% 대 42% 로이는한국의 57.4% 대 42.6% (2017 년 9 월기준 ) 와유사한비율이다. 남성의경우전략게임을가장선호한다고응답했으며, 스포츠게임이그뒤를이었고, 여성의경우퍼즐게임, 전략게임순이다 (Newzoo, 2017). 남녀통틀어 세사용자비율이 47% 로가장높아 세게이머가말레이시아게임시장의주요고객층으로나타나고있다 (Statista, 2018). [ 그림 5. 말레이시아성별, 연령별모바일게임사용자분포 ] 28% 남성 여성 42% 18% 14% 19% 12% 9% 58% 출처 : Statista (2018) 말레이시아정부, 게임을신성장동력산업으로적극육성 말레이시아는정부는게임산업을신성장동력으로선정하고, 이를육성하기위해다각적지원정책을실시하고있다. 특히해외유수게임사를자국내유치하기위해외국기업에대한규제완화, 행정절차간소화, 보조금지급, 각종세제혜택등을제공하고있다. 대표적지원책중하나는 MSC 말레이시아지위 (MSC Malaysia) 다 ( 표 1). 말레이시아정부는 2020 년까지말레이시아를 12

16 선진국반열에들게하기위해첨단정보산업특별구역인멀티미디어수퍼코리도 (MSC, Multimedia Super Corridor Malaysia) 를조성했는데 MSC 에입주한기업은말레이시아디지털경제공사 (MDEC, Malaysia Digital Economy Corporation) 가부여한특별지위인 MSC 말레이시아지위에지원할수있다 (Malaysia Investment Development Authority [MIDA], 2016). MSC 말레이시아지위가인정된기업에게는말레이시아정부가발급한보증서 (Bill of Guarantees) 가제공되며, 각종인센티브및혜택 ( 세금면제, 보조금지원, 인터넷검열면제, 지적재산권보호, 자문서비스등 ) 을누릴수있다. 앞서언급한스트림라인스튜디오를포함, 말레이시아내많은게임분야스타트업및중소기업이본 MSC Malaysia 프로그램참여를통해성장기반을마련하고사업을확장하고있다. [ 표 1. MSC Malaysia 지위 ] 멀티미디어제품및서비스개발, 보급, 채용을원하는자국기업및외국 대상 기업 - 외국기업의경우최소투자금 5 백만링깃, 최소 20 개고부가가치 직무, 판매수익의최소 60% 가수출판매수익이어야하는조건 10 년간법정소득액전액에대한세금을면제받는개척자자격 (Pioneer Status: PS) 부여 세금면제 5 년내발생한적격자본적지출액에대한 100% 투자세공제 (Investment Tax Allowance: ITA) 멀티미디어장비에대한수입관세면제 (Duty-free Importance of Multimedia Equipment: DFI) R&D 보조금 기타혜택 내국민보유지분이 50% 를넘는 MSC Malaysia 지위회사의경우 R&D 보조금신청자격부여 ( 프로젝트당최대 1.2 백만링깃까지지원 ) 종합적사이버법 (Cyberlaws) 체계에의한지적재산권보호 인터넷검열면제 말레이시아멀티미디어개발공사 (MDEC) 자문서비스 신청 신청서를 MDEC 에제출 출처 : MIDA, 2016 또다른지원책은쿠알라룸푸르벵가남쪽 (Bangar South) 지역에 6 천평방피트규모로설립된게임인큐베이팅허브레벨업 (Level Up Inc.) 이다 년말레이시아디지털경제공사는게임분야스타트업의글로벌경쟁력강화를위한육성정책의일환으로말레이시아부동산개발업체 UOA 그룹 (UOA Group) 과의공조하에레벨업을설립했다 (MDEC, 2016). 이곳은공동업무공간, 클라우드서비스, 게임개발에필요한고가의첨단장비및기술적노하우를제공함은물론법률, 투자유치, 13

17 퍼블리싱등스타트업운영전반에걸친멘토링또한제공하는인큐베이팅프로그램을운영하고있다. 이곳에입주한대표적게임기업은신생인디게임업체매그너스게임즈스튜디오 (Magnus Games Studio) 로이회사가개발한리레전드 (Re:Legend) 게임은최근이탈리아게임퍼블리셔겸디스트리뷰터인디지털브로스 (Digital Bros S.p.A) 의자회사 505 게임즈 (505 Games S.p.A) 를통해전세계퍼블리싱계약을체결했다. 리레전드는디지털게임플랫폼인스팀 (Steam) 을통해북미, 유럽, 아시아등에판매된다 (MDEC, 2018). 한편말레이시아는정부산하에 esports 말레이시아기구를출범시켜, esports 육성에도힘쓰고있으며그일환으로말레이시아는총상금 25 만 6 천달러규모의 ASEAN Games for esports 를최초로유치한바있다. 또한매년 11 월초국제게임전시회레벨업 KL 게임컨퍼런스 (Level Up KL Games Conference) 를개최함으로써아세안게임을세계시장에선보이기위한플랫폼역할수행은물론궁극적으로말레이시아를아세안게임의교류의장으로성장시키는것을목표로하고있다. 아울러게임전문인력양성을위한노력도활발하다 년아시아태평양기술대학교 (Asia Pacific University of Technology and Innovation) 에말레이시아최초게임개발특성화학교인 esports 말레이시아아카데미 (esports Malaysia Academy) 가설립되었으며, KDU 대학 (KDU University College) 과협력을통해고등학생대상게임개발과정인 Level Up at School 프로그램을개설하여, 게임전문인력양성에나서고있다 (Maulana, 2017). 결론및시사점 아세안게임시장의허브를지향하고있는말레이시아게임산업은아직글로벌수준에는미치지못하고있는것이사실이다. 화려한그래픽, 높은완성도를자랑하는한국게임과비교할때말레이시아기업자체개발게임의그래픽품질, 캐릭터의동작구현과전반적완성도는미흡한실정이다. 그럼에도불구하고말레이시아게임개발사들은소니등해외유수게임기업과의다수아웃소싱협력경험을통해상당한지식및노하우를축적하고있으며영어를자유자재로구사하는다양한문화권출신의전문인력을보유하고있다는점이강점이다. 아세안게임시장으로의진출을고려하고있는한국스타트업및기업에게말레이시아는특히아세안시장의진출거점으로서여러가지강점을가지고있다. 우선지리적, 언어적, 문화적연계성을바탕으로싱가포르, 인도네시아등다른아세안국가로비교적쉽게진출할수있는지리적요충지라는강점이있다. 아울러정부차원의게임산업육성을위한다양한지원프로그램을운영하고있으며, 상대적으로낮은물가와주택임차료, 우수한 IT 인프라, 기술력대비저렴한인건비, 비교적큰내수시장등을고려할때향후아세안게임시장허브로서충분히가능성을가지고있다. 14

18 Reference Apptweak, (2018). Top Charts on March 15, Retrieved from Empowering Start-Ups in Malaysia. (2017, July 1). Retrieved from Future of esports in Malaysia looks bright, says Najib. (2018, January 14). Retrieved from Handrahan, M. (2018, March 7). Streamline Studios: "In five to ten years you will need to be in SE Asia". Retrieved from MDEC. (2018, March 15). Magnus Games Studio Signs Worldwide Publishing Deal for Re: Legend. Retrieved from Malaysia among 6 SEA countries with sizable Esports fans. (2018, March 8). Retrieved from Maulana, A. (2017, August 17). Academy of esports Officially Launched in Malaysia; Kicking Off With FREE DotA 2 Bootcamp. Retrieved from MDEC. (2018, January 19). Level Up Inc Welcomes Official Visit by YB Datuk Seri DR. Salleh Said Keruak, Minister of Communications and Multimedia, In support of Vibrant Gaming industry in Malaysia. Retrieved from MDEC (2017, November 18). MDEC and UOA Holdings sign MOU to set up Game Hub in Bangsar South. Retrieved from MDEC. (2018). MSC Malaysia Application. Retrieved from Malaysia Investment Development Authority [MIDA]. (2013). Empowering Start-Ups in Malaysia. Retrieved from MIDA (2016, April 8). 말레이시아제조부문에의투자안내. Retrieved from _MIMS2015(K).pdf Newzoo, (2017) Global Games Market Report. Retrieved from Newzoo. (2017). Male and Female Gamers: How Their Similarities and Differences Shape the Games Market. Retrieved from 15

19 Newzoo. (2017). Top 50 Countries by Smartphone Users and Penetration. Retrieved from OpenSignal. (2018). The State of LTE. Retrieved from Statista, (2018). Mobile & Tablet Operating System Market Share in Malaysia. Retrieved from Statista, (2018). Share of gamers by gender and age in Malaysia in Retrieved from Statista, (2018). Mobile Games Market Outlook: Malaysia. Retrieved from World Bank. (2017). Doing Business Retrieved from Reports/English/DB2018-Full-Report.pdf 16

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