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in generating revenue. However, animation creators are increasingly adaptive to these changes

and thrive to develop their content and production quality in order to expand to overseas

market to create more channels.

Thailand is a big market for game with consumers across all age segments with a range

of purchasing power for game content. Purchasing of game can range from small purchases

for consumers of game for relaxation purposes to professional gamers or gamers in

international competition with high purchasing power. Moreover, with the launch of E-Sport

which is a ranked gaming event in the form of local and international leagues where

competitors compete for reward which is supported by the distributors.

Although there is a limited number of Thai character content creator, the number of

character content creator is expected to grow due to animation creators who are changing

their business model from being outsourcing agents to generating value based on their own

assets and therefore would aim to create more character content. The general issues in the

character industry is similar to the animation industry as creators have limited access to

funding as financial institutions are unfamiliar with the character creation business. Although
the creation of character does not require high investment capital but the marketing activities

to create awareness among consumers is highly cost incentive. This prevents many creators

from generating revenue even though they have already created their content. Many

animation creators resolve this issue by accessing funding from abroad or competing in

character creation competitions in order to generate revenue and market their products.

The challenges faced by the digital content industry as a whole are as below:

• Access to funding due to the high cost of software

• Tax incentive measures that are benefiting overseas investors more than Thai

content creators to be able to compete with neighboring countries with similar

measures

• Content quota system to limit the airing of international content in order for Thai

content to gain the maximum benefit.

• Strict measures for piracy both for pirated content and software

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