Though digital content value in Thailand is forecast to grow 12%, the private sector is urging raising competitiveness and promoting local intellectual property.
Kris Nalamlieng, managing director of 2Spot Communication Co, a character and licensing studio, said the value of the digital content market in Thailand covering games, animation, characters and e-learning is expected to grow 12% to 26 billion baht this year, up from 24 billion in 2017.
Speaking on the sidelines of Bangkok International Digital Content Festival (BIDC 2018), he said the major factors driving the growth are popularity of content marketing with public and private organisations and the rise of smartphones and digital media users.
Mr Kris said the number of operators for gaming, animation, e-learning and character design doubled from 350 five years ago to 700 companies in 2018. Market growth is high, but market size is still a fifth of market size in Japan, China or South Korea.
He said challenges are in the shortage of experts in some areas and the lack of financial and legal support from the government.
The industry called for government support in financial assistance for production and creation, marketing and activities.
The government should also promote local intellectual properties by limiting the number of imported items along with supporting specialists in digital content.
Thailand may need to work with professional organisations overseas to obtain know-how, said Mr Kris.
BIDC was jointly organised yesterday by the Digital Economy Promotion Agency, the International Trade Promotion Department, Thailand Convention and Exhibition Bureau and five private associations.
Khemnarin Rattana-ampawan, acting president of e-Learning Association of Thailand, said the event aims to strengthen Thai entrepreneurs and startups in digital content to drive the national economy and extend business opportunities. Thai operators also have the opportunity to negotiate with foreign companies.
The event is expected to generate some 900 million baht in business deals, said Mrs Khemnarin.
"BIDC 2018 helps build a business network with local and international partners, leading to the exchange of academic knowledge and exploration of inspiration and creativity that builds sustainable economic value relevant to government policy," she said.