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|Session Name:||The Trap of Marketing "Authentic" Games: Lessons from South-East Asia|
|Company Name(s):||Ysbryd Games|
|Track / Format:||Advocacy|
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|Overview:||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.|