Hasnul Hadi Samsudin is passionate about bringing local creative companies to the global stage, writes Balqis Lim
A SUPERHERO never reveals his identity to the world. The same can be said of Hasnul Hadi Samsudin, vice president of the Creative Content and Technologies Division of the Malaysia Digital Economy Corporation (MDEC).
An avid gamer and lover of animation and films, Hasnul is passionate about the creative digital content industry. He has linked numerous local companies with notable video game companies such as Naughty Dog, a subsidiary of Sony Computer Entertainment.
CREATIVE BACKGROUND
Growing up in the US, Hasnul’s childhood was heavily influenced by western culture — from the types of cartoons he watched to the games he played.
When he was about to pursue his tertiary education, he was given a choice of becoming an engineer, an accountant, a lawyer, or a doctor. “Back then, we didn’t really have a choice as a lot of it had to do with what our parents wanted us to do. At that time, the only thing that could probably interest me was engineering. I decided to pursue electrical engineering after finishing school.
“Another reason I chose engineering was because I was intrigued to make my own (Sony) Walkman,” adds Hasnul who did a two-year preparatory course in Malaysia before flying off to the US to pursue his degree.
While he was there, the Internet started. The World Wide Web became more mainstream with the existence of the Mozilla browser, and Hasnul got the chance to dabble in these new age technologies.
The Internet also enabled him to play online games with other people and his interest expanded.
“When I came back to Malaysia in 1996, there weren’t many jobs in this area. However, the government was rolling out a new initiative called the Multimedia Super Corridor (MSC). The Multimedia Development Corporation, the former name of MDEC, was created to oversee development of the MSC.”
Hasnul was involved in Internet strategies and plans for the development of the national creative multimedia industry in Malaysia. He also executive-produced MDEC’s own animation film trailer, Saladin, which eventually became an animated TV series in collaboration with Al Jazeera Children’s Channel.
CHANGE OF PATH
In 2010, Hasnul decided to join Los Angeles-based award-winning visual effects studio, Rhythm and Hues Studio, when the company decided to set up a high-tech studio in Malaysia.
Hasnul says he got to learn proper film production and dealing with clients around the world. During his stint, Rhythm and Hues Malaysia was involved in creating computer-generated imagery effects in the movie Life Of Pi, even bagging an Oscar in the Best Visual Effects category.
Unfortunately, the company could not sustain its business due to the influx of visual effects companies and competitive prices. Its headquarters in LA and all its branches closed down in 2014.
Hasnul then joined Sony Computer Entertainment America as its Malaysia representative when the company decided to open an office here. Naughty Dog is best known for developing PlayStation games. When the studio was developing Uncharted 4 and needed some urgent work done, Hasnul linked local studio Passion Republic to Naughty Dog.
Those who played that game would know that there is a scene showing a map with the name Hasnul Hadi, and a phone number. Hasnul says his name was used with his permission, and the number is his actual office phone number.
BACK ON HIS GROUNDS
After 10 months, he rejoined MDEC to lead and coordinate the strategic plan for the development of the Malaysian creative multimedia industry. He was in charge of developing animation, visual effects and new media as well as interactive media which includes gaming, virtual reality and augmented reality.
“Not that Malaysia did not have all these areas, but it was very fragmented. So my job was to bring everything together to push Malaysia to become number one in the region. Now Malaysia has become one of the most important nations for game development,” says Hasnul.
“We don’t shout about what we do for our local creative players. My team and I are very passionate about what we do. I think that is what sets us apart from other government agencies that are only chasing for higher KPIs.
“All the people working with me are from the industry so they know the problems it is facing and solutions that can be taken,” he says.
Hasnul’s role includes attracting investments into Malaysia and working with universities to increase the country’s talent pool.
“My division also looks into funding for local companies. Our aim is to help these companies go to the next level. Another thing in gaming that we are currently tapping into is e-sports. It is encouraging youths to get involved with the games industry so that is something we are looking into.”
Hasnul says dealing with other people’s perceptions will always be challenging. “Everybody sees the fun side of games, the story-telling and the cool characters and they think it’s easy but it really is hard work. People think a lot of the staff is just having fun, and even question why we are funding ‘fun’.”
He says the younger generation is very interested in the creative industry, in playing games, and watching animation, and YouTube. Some even aspire to become creators.
“My 8-year-old son told me he wants to be a YouTube content creator, and wants to open his own gaming school. Children today have a different world, they consume content differently.
“My son knows more about dinosaurs than I did when I was a child because he has access to Wikipedia, documentaries and movies,” he says.
Hasnul says society needs to be ready for this especially in the area of creative content, and companies need to change their mindset and create content that will be relevant to consumers.
“Back then, we didn’t know if our content was good and relevant, but with the various platforms we have today, players can immediately get feedback from the interaction and comments.”
HELPING HAND
Malaysian startups hardly have the opportunity to go out of the country for knowledge sharing and learning as it is costly. Realising that, MDEC initiated a Kr8tif! Conference in 2012 featuring sharing sessions with practitioners and leading minds from sectors such as animation, licensing and merchandising, visual effects and digital content technology. The event is in its seventh edition this year.
“We wanted to provide local players with the platform to network and grow. Over the years, Kr8tif has become a regional conference which includes experts from Southeast Asia.”
MDEC also organises a similar conference focusing on games development by hosting a Level Up KL in 2015. Now in its fourth year, the conference, to be held in October this year, is part of ongoing efforts led by MDEC to build a world class gaming ecosystem in Malaysia. “We will bring in new speakers every time so that local companies can have access to different ideas and trends. More important is to get local companies highlighted regionally and internationally,” says Hasnul.
MDEC also introduced the Intellectual Property Creators Challenge (IPCC) to provide grants for animation and videogames players who want to develop their ideas and talents to a professional level.
“It is an idea facilitation system that mentors creators to a level of success,” says Hasnul.
Since IPCC was introduced, some 20 companies have managed to produce the best creative products and penetrate the local and international markets. Among these are Digital Durian, Monsta, Kami Studios, Lil Critter Workshop and Wau Animation Studios.