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    Isekai Oxford

    Japanese Anime Director Surprised to Find Isekai in Oxford English Dictionary

    Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

    Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

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    [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

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    Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

    Monster Hunter Wilds Update

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    Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

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    Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

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    Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

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    Isekai Oxford

    Japanese Anime Director Surprised to Find Isekai in Oxford English Dictionary

    Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

    Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

    [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

    [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

    Pine Hoverfly Outfit

    Pine Hoverfly Outfit DLC Coming to Story of Seasons: Grand Bazaar

    Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

    Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

    Monster Hunter Wilds Update

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    Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

    Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

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    Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

    Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

    Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

  • Interviews
    [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

    [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

    EVERYBODY’S GOLF HOT SHOTS Interview – Producer Reveals Bringing Golf Back to Everyone

    EVERYBODY’S GOLF HOT SHOTS Interview – Producer Reveals Bringing Golf Back to Everyone

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    Silent Hill f Interview: Developers Share Their Vision for the Series’ Bold New Direction

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    Junzo Hosoi Discusses the Journey of Atelier Resleriana from Mobile to Console

    [EXCLUSIVE] Creative Masterminds from Gearbox Software Reveal What Makes Borderlands 4 Worth the Wait

    [EXCLUSIVE] Creative Masterminds from Gearbox Software Reveal What Makes Borderlands 4 Worth the Wait

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    Hideo Kojima and Yoji Shinkawa Open Up About Death Stranding 2: Connection, Creativity, and Walking Through Loneliness

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    RAIDOU Remastered Interview – Director Yamai Kazuyuki on Reviving a Classic Detective RPG for Modern Audiences

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    Pac-Man Goes Dark – Producer Seigo Aizawa Reveals the Making of Shadow Labyrinth

    Honor of Kings Producer Reveals Game-Changing Hero Flowborn and Major Updates

    Honor of Kings Producer Reveals Game-Changing Hero Flowborn and Major Updates

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      Isekai Oxford

      Japanese Anime Director Surprised to Find Isekai in Oxford English Dictionary

      Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

      Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      Pine Hoverfly Outfit

      Pine Hoverfly Outfit DLC Coming to Story of Seasons: Grand Bazaar

      Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

      Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

      Monster Hunter Wilds Update

      Monster Hunter Wilds’ Director Letter Details Monster, Weapon, and Performance Updates

      Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

      Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

      Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

      Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

      Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

      Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

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      Isekai Oxford

      Japanese Anime Director Surprised to Find Isekai in Oxford English Dictionary

      Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

      Trails in the Sky 1st Chapter Doubles Original Game Length to 80 Hours

      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      Pine Hoverfly Outfit

      Pine Hoverfly Outfit DLC Coming to Story of Seasons: Grand Bazaar

      Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

      Mandragora: Whispers of the Witch Tree Coming to Nintendo Switch and PlayStation 5 This September

      Monster Hunter Wilds Update

      Monster Hunter Wilds’ Director Letter Details Monster, Weapon, and Performance Updates

      Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

      Helldivers 2 Teases Halo 3: ODST Crossover Ahead of Xbox Series X Release

      Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

      Pearl Abyss Says Crimson Desert Will Delay to Q1 2026

      Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

      Steam Removes PayPal Payment Option in Many Countries, Including Malaysia

    • Interviews
      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      [EXCLUSIVE] Honor of Kings Goes Global: Interview with James Yang on International Esports Expansion

      EVERYBODY’S GOLF HOT SHOTS Interview – Producer Reveals Bringing Golf Back to Everyone

      EVERYBODY’S GOLF HOT SHOTS Interview – Producer Reveals Bringing Golf Back to Everyone

      Silent Hill f Interview: Developers Share Their Vision for the Series’ Bold New Direction

      Silent Hill f Interview: Developers Share Their Vision for the Series’ Bold New Direction

      Junzo Hosoi Discusses the Journey of Atelier Resleriana from Mobile to Console

      Junzo Hosoi Discusses the Journey of Atelier Resleriana from Mobile to Console

      [EXCLUSIVE] Creative Masterminds from Gearbox Software Reveal What Makes Borderlands 4 Worth the Wait

      [EXCLUSIVE] Creative Masterminds from Gearbox Software Reveal What Makes Borderlands 4 Worth the Wait

      Hideo Kojima and Yoji Shinkawa Open Up About Death Stranding 2: Connection, Creativity, and Walking Through Loneliness

      Hideo Kojima and Yoji Shinkawa Open Up About Death Stranding 2: Connection, Creativity, and Walking Through Loneliness

      RAIDOU Remastered Interview – Director Yamai Kazuyuki on Reviving a Classic Detective RPG for Modern Audiences

      RAIDOU Remastered Interview – Director Yamai Kazuyuki on Reviving a Classic Detective RPG for Modern Audiences

      Pac-Man Goes Dark – Producer Seigo Aizawa Reveals the Making of Shadow Labyrinth

      Pac-Man Goes Dark – Producer Seigo Aizawa Reveals the Making of Shadow Labyrinth

      Honor of Kings Producer Reveals Game-Changing Hero Flowborn and Major Updates

      Honor of Kings Producer Reveals Game-Changing Hero Flowborn and Major Updates

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      [Level Up KL 2021] Kris Antoni From Toge Productions Talks Introducing The World To SEA Culture

      W by W
      4 years ago
      in All, Industry, News
      Reading Time: 3 mins read
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      Space For The Unbound
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      Kris Antoni, CEO and co-founder of Toge Productions spoke at Level Up KL 2021 about publishing games to a global audiences- specifically, getting people to take an interest in SEA culture.

      In the talk, he highlighted several things stopping local game developers from getting their story out there- with the biggest being a culture shock, causing a lot of unique features to be lost in translation. Worse still, being too foreign might get new audiences to drop it altogether.

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      Instead, Kris Antoni gave a solution to this problem, which was identifying something your game might have in common with western audiences instead. An example he gave was A Space For The Unbound– a game unabashedly about Indonesian life, but drew inspiration from the works of Makoto Shinkai, who produced popular films such as Your Name.

      “Try to find something international audiences can relate to, then take that point to bring them in”, he explained.


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      “Giving them something familiar as a point of reference makes it easier to jump in”, he also said.

      Of course, this wasn’t some ploy to trick people into playing your game. According to Kris, more people playing your game has a lot more benefits to the player than just increasing their number of owned games.

      “By trying the game they’re more exposed to new cultures”, he says.

      Reaching Your Audience

       

      Of course, another way said, was to be more familiar with the type of audience you want. That also meant identifying key opinion leaders, like streamers, who might introduce your game to a bigger audience.

      “If you identify streamers playing games in a similar genre [ to your own], you can approach them”, he says.

      He also talked a bit about the current more digital approach to exhibitions thanks to the ongoing pandemic, which has worked out a lot better for smaller games.

      “We can be on the same stage as international developers,” Kris says. “The playing field has been leveled”.

      Start Small

      One more piece of advice that Kris gave was to start small. While everyone wants to start with their magnum opus, Kris cautioned that it was better to make room for what he described as “failing forward”- that is, making mistakes in a way that you can still recover and learn from them.

      He cautioned that a lack of experienced developers could be the downfall of some projects:

      “This might lead to unrealistic expectations, or scope creep”, he says.

      One way you could do this, he explained, was making use of platforms like itch.io- these let you get your prototypes out for the public to play, and you could easily tune it for feedback or even start getting an audience.

      However, he says the most important thing would be to just keep making games. Even if your current one flops, as long as you have a safety net you can keep working on your next one.

      Kris Antoni also mentioned the Toge Games Fund Initiative– a grant made with the purposes of giving you room to fail forward, by mitigating some of the financial risks. As we’d covered before, the grant comes with no strings attached- save for reserving the right of first refusal to Toge.

      He also invited more developers to apply for the fund, which still had slots open but were filling fast.

      Toge Game Fund Initiative


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      Avid enjoyer of games that sit about as far away from mainstream as possible. Also a proud UWE graduate with a degree in Media and Journalism, along with a TOA Diploma in Digital Animation.

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