PROSPECTS AND CHALLENGES OF THE ANIMATION INDUSTRY IN

PAKISTAN
Bilal Khalid
Assistant Professor
Post Graduate Centre for Multimedia Arts.
National College of Arts, Lahore
ABSTRACT
This paper is based on the primary data collected from selected 10 animation
game studios in the Lahore to discuss the prospects and challenges for
animation industries in Pakistan. There are well established animation and
game studios mainly located in the Lahore and producing a good number of
games and films for national and international market. Nevertheless this study
identifies a number of deficiencies in present animation growth. Medium of
animation in Pakistan is relatively small yet upcoming genre. In this regard
among others issues, the conceptual base, the technical skills and labor wages
are turning inferior. Pakistan has established an organization namely Pakistan
Software Export Board to support the professionals and designers for
promotion of industry wherein it has not achieved the targets as per demand of
international market. Research finding showed the labor cost of 3D animated
content in US is $360K, which is produced for $90K in India and same is
charged around $75K in Pakistan. In this scenario; Pakistan has immense
potential to grow and can be a positive competitor of Asian countries
regarding production of animation in purview of labor cost. This research report
finding indicated that, the problem one is unavailability of skillful artists, second
unavailability of investment and third lack of support from government. If somehow we
overcome these three problems Pakistan industry will be make many milestones on his
credit. In the conclusion the recommendations in reference of supporting the Pakistan
Animation Industry is presented.

KEYWORDS
Animation, Games, Film industries, Art, Design, Institutions, Pakistan,
production house, Advertising and Marketing
ANIMATION INTRODUCTION
According to Wikipedia Animation word is from Latin word animation, animātiō, "the act
of bringing to life"; from animō ("to animate" or "give life to") and –ātiō ("the act of" [1],
It can create images that seem real to viewers. Animation is defined as an art of movement
expressed with static images. This illusion of movement is achieved by rapidly displaying
frames of still images in a sequence [2]. A transformation is involved for animating an
object that wit be moving. The human eye retains an image for 1/16 seconds. So when
more than 16 frames per second of an animation run through any medium, it creates the
illusion of movement. Standardized format animation run on 25 frames per second (fps) on
broadcast and 24 fps on cinema.
Animation historian define animation as a force that can shape your future, In fact, know
civilization depends upon how they used it, Animation is mainly used in the sectors of
Development, Commercial, Cultural and Entertainment purpose to achieve the desired
targets of the producers or sponsors. Animation is the non-personal communication
basically inherited persuasive nature, so it can be used indifferent medis (Paul Wells,
1998)[3].
According to Dr. Fatah Daudpoto, “Animation is very influential medium and it can
display complicate and complex ideas and information to the user in very interesting
way. There can be many diverse objectives for producing animated & games
content. These can be for educate, inform, sell, entertain to mass audience”. (2013,
September 5) telephone interview [4].
“Throughout the years, animators together with producers have thought of several ways
to be able to improve its quality and substance. Animation ended into a highly
sophisticated art form and motion picture technique, as well as an effective way for
communications, due to certain techniques and equipment was developed to reach at this
present”. (Dr. Leonardo R. Garcia, Jr. Project Head and Ms. Carmelita B. Masigan, 2001)
[5]
In this regard many 3D movies are very believable commonly using animation as visual
effects for recent films. There are various creative approaches for TV, film, advertising,
computer media and video games which all provide entertainment through animated
feature films, television series, and the ways of entertainment for audiences around the
world.
Further the animation industry is putting more attention on games with reference to their
economy; which were started in 1958, when Willy Higginbotham who was Lab physicist
invents a game it was a table tennis on oscilloscope. The main purpose of that game was
to keep visitors busy and do not let them bored. He thought he didn’t invent any special
thing and didn’t patent the device. In the year 1961 MIT student Steve Russell created
first ever computer interactive game. He called it Space war; it was used CRT screen to
display graphics. In 1971 First clone of Space war was created in Stanford University,
there was used PDP-11/20 (DEC). In the same year many clones of Space war was came
in to being, it let the way to first arcade coined video game machines by Nutting
Associates. In 1972 Bushnell starts Atari, after that Pong game is written and tested in
local bar and it was such a success and open a whole new world of possibilities.
The year 1978 is marks a Golden Age of Video Games, Atari has introduced trackball, it
was a revolutionary new technology concept of controller, Atari became name synonyms
to video games, high score features and three character initial was introduced. In 1980
Pac-Man was introduced by Namco, it is one of the most popular games of all time. 1981
Shigeru Miyamoto who was working in Nintendo creates Donkey Kong, and then Mario
brothers were produced. In 1994 Entertainment Software Rating Board was formed to
rate the videogame before launching and icons was introduced on games boxes for
recommended age.

GLOBAL MARKET
The global animation market touched US$ 122.20 billion in 2010 to US$ 242.93 billion
by 2016, this represent a compound annual growth rate (CAGR) of around 12.94%
during 2011-2016 period, exceeding US$ 150 billion by 2013. (Global Animation & Gaming
Market Size & Forecast (2011 – 2016), published: November 2011
(http://www.researchandmarkets.com/reports/1956083/global_animation_and_gaming_m
arket_size_and) [6]
Currently Indian Animation and game industry is estimated at US$ 247 million and
estimated to be growing at 15-20% per annum, The Indian animation & game industry
engage over 80,000 skill worker. The cost of outsourcing one of 2D animation work to
India is about US$ 71,000. There are over 650 animation studios in India. (Animation
Industry in India: Strategies Trends & Opportunities Digital Vector, Inc. 2013)[7] On the
other hand Chinese animation industry produces about 266,600 minutes of animation
content every year. In China, there are about 8,000 animation studios. The Chinese
animation industry is growing at the rate of about 10-15%. The cost of outsourcing one
episode of animation work to China is about US$ 60,000 - 70,000. (Animation Industry
in China: Strategies, Trends & Opportunities 2013, Published: May 2013)[8]

Chart 1: Global Animation Industry Market Size in USD Billions during 2010-2016
Glo bal Animatio n Industry , In USD Billio ns
2010-2013
(CAGR) 12.94% during 20 242

150
139
130
122

2010 2011 2012 2013 2016

Table 1: Box Office Earnings of certain animation, live action film and Book
Animation Film Year of Film Worldwide Box Office
Release Earnings (USD M)
Toy Story 3 2010 Animation 1063
Shrek 3 2007 Animation 799
Wall E 2008 Animation 533
UP 2009 Animation 711
Twilight New Moon Live Action $73 million
Harry Potter 7 Book $220 million
Table 1.1: Box Office Earnings of certain Games in one day
Animation Film Year of Release Worldwide Box Office Earnings
(USD M)
Call of Duty: Black Ops II  2012 $500 million
Call of Duty: Modern Warfare 3 2011 $400 million
COD Black Ops 2010 $360 million
Modern Warfare 2 $310 million
GTA IV $310 million
Halo 3 $194 million

Table 1.2: Earnings of Zynga Games Developer Studios, five year of age
Animation PRODUCTS Worldwide active players Revenue
Film
Zynga Farmville, 118 million monthly active users, $1.14 billion
Mafia Wars, 15.1 million daily active users
City Ville

The largest market of Animation movies is the US, which have been growing day by day.
The producers in US have produced 29 animation movies in 2009 and that number is
increasing [9]. This is primarily propelled by the high box-office earnings of these
movies which described in table1.
This comparison is based on Animation and Live Action films, recants live action box
office hit earn maximum 73million USD on the other hand Animation film earn far more
than like Up 711 million USD, Wall-E 533MillionUSD, Shrek-3 and Toy Story 3 799
and 1063 million respectively, these are the maximum revenue generation from films, on
the other hand Table 1.1 Show: Box Office Earnings of certain Games in just one day,
these are Call of Duty: Black Ops II, 500 million USD, Call of Duty: Modern Warfare 3,
400 million USD.

PAKISTAN AND ANIMATION MARKET

Pakistan’s population is 190 million (July 2012 www.indexmundi.com/pakistan)[10].
There are lots of possibilities to train skill people for the contribution in economic
growth through animation industry because the profession of animation is one of
potential area in Pakistan. Outsourced countries like Pakistani and Indian animators
developed and polish their skills; they hypothetically take over more of the work that
usually done in the USA or Europe, With US as one of the most significant market in
the world as shown in figure 2. All these trends bring pressure on animators to continue
to evolve as artists and stay current with new technology.
The country has experienced difficult economic times during the last decades. After the
restoration of a democracy, second elected government is steady, although slow
progression of economy reported, report says, 3.7% GDP growth for the year 2012 is
provisionally reported as 3%. Further inflation rates are 8.3% reported in August 2013.
[11]

RESEARCH METHODOLOGY
The study is based on primary data; the analyzed data is collected from 10 animation as
well as multimedia industries from Pakistan using Methods of interviews, telephone
communications and website visits. The information was collected as to indicate the name
of the industries, year of establishment, number of employees, activities, challenges,
procedure for overcome challenges, future prospects nationally and globally. The
information and data was collected in August 2013 to October 2013. Table 2 describes the
data information summary of selected animation industries in Pakistan.

Table 2 Summary of selected animation industries

Name of Company Est. Year Working Area Contact Employees

Broadcast and
Sharp Images 1997 Amin and Tahir 100+
Commercials

Tin Tash 2010 Animation Murad 30+

Mobile App and games ,
Tkxel, 2005 Umair Javaid 30+
Training
Game View 2010 Mobile App and games Irfan Virk 200+
K2 Labs 2012 mobile apps and games Irfan Virk 100+
Frag Games 2013 Mobile Games Ali and Rehman 15
 Northbay Solutions 2010 Animation Shoiab Malik 200+

Invocode 2010 mobile apps and games asif riaz' 50+

Mind Storm 2006 Mobile and PC Games Babar and Faraz 15+
Broadcast, Film and
Ice Animation 2005 Asif Qadri 100+
Commercials
Mohsin Afzal
We R Play 2010 mobile apps and games 68+

RESULTS AND DISCUSSION

PAKISTAN ANIMATION INDUSTRY
We have seen a rapid growth of Pakistan animation industry due to the increasing number
of TV channels; more than 80 TV channels are providing platforms for animated
entertainment. But this is not the whole story ends here; Pakistan's IT industry's global
share is estimated at US$2.8 billion (Industry Overview. Retrieved January 2011, from
Pakistan Software Export Board: http://www.pseb.org.pk/industry-overview.html [12]
There is great scale for professionals and interrupters of success which brings animation
industry limelight to front light over the only few years.
Mr. Haseeb Ahmed and other senior members of animation industry have divided the
Pakistan Animation and Gaming industry in following manner:

Animation
• Entertainment: Animation that specially produced for television and movies.
• Special Effects: Post Production effects specially in Entertainment industry.
• Custom Content Development: Development of custom content catering to
multiple segments, including Corporate, Higher Education etc.

Games
• Computer Games: Specially made for PC
• Smart Mobile Games: Specially made for Smart Mobile Phones,
 • Console Games: Especially dedicated console games XBOX, Wii, PS3. It is most
big budgets and better graphics.
• Web Online Games: These games played on web, They can be access through
Mobile, Smart Phone, Computer

Figure 1: Animation & Gaming Industry Segments In Pakistan

Mr Haseeb Ahmed, Shoaib & Bilal Ahmed said there is no doubt that Two Game Houses
is made foundation of current game houses in Pakistan in 2003, Wireframe Interactive
based on Lahore was started and they worked on Dungeon Lords 1 and Dungeon Lords II
other than simulation and mobile games work, second company started in 2004 iTtrango
Interactive, based in Islamabad worked under Shehryar Hydari, Their Portfolio is full of
Audi, Nike, UPS, Mazda and many more but They made the first ever video game,
Sherra Jutt, It was especially for Pakistani audience and also worked for tomb raider
game
Mr. Shoaib from Mind Storm Studios has mentioned the game they have developed 2011
ICCI official videogame, this game has received many awards.
In our research it is clear that National College of Arts Student was working in this
companies, It also indicate Multimedia Education role in establishing game and
animation houses, further This research showed our current game houses Leads are
majorly came from this two studios or Art Institute graduates.
When we talked in game Houses and Animation houses they are very much inspire by
many talented Pakistani Animators who have worked on blockbuster Hollywood films.
These early effort inspired many of current young game & animation houses. Pi Labs
from Karachi has developed the official iOS-based game for Garfield. Agnitus who make
addictive mobile-based learning games for children, Caramel Tech Solutions work on
foreign projects like Fear Factor, MTV Games and HALF BRICK they also work in
collaboration with DeNa, Five Rivers Technologies has developed official BlackBerry
Photo Image editor.
Mr. Ali Ahsan, Shoaib and Bilal Ahmed Told in their interview that "Pakistani
Animation Industry is still in it infant stage compare to South Korea, India and many
countries and it is one of the major face challenge for Pakistani Animation Industry, As
this preseason we have unviability of Trained Artist, Education Institutes and Regarded
courses ".He also mentioned that with this animation & game houses required skilled
artist and infrastructure.”
Adnan Hussain, a renowned Animator in USA, stated, "In Pakistan Creativity far superior
than the other countries Pakistan Government should help to enclose the relative talent to
put in the Pakistan Animation and Gaming industry on a growth trajectory which has a
vast potential in Pakistan". All the Responded said "Pakistan Animation Industry
currently depend on Outsourcing and Apple & Android Game development." However,
in future, the percentage of the domestic market is expected to grow. (2013, October 7)
telephone interview [17]

Table 1.3: Estimated costs for 30 minutes of animated content

Medium Pakistan *India * Korea, *North America
Philippines
2D Hand drawn USD 35,000- USD 45,000- USD 60,750- USD 180,000-
45-000 71,000 67,500 200,000
3D USD 75,000 USD 90,000 USD 121,500 USD 360,000
Backend USD 150,000 USD 200,000 USD 270,000 USD 800,000
production
Flash USD 150,000 USD 20,000 USD 27,000 USD 80,000
Animation
* Source: Deloitte Touché Tohmatsu India Private Limited (Ghalla Bhansali Stock Brokers Pvt. Ltd. 30 th
June, 2010 Animation & VFX In 2009)

PAKISTAN GOVERNMENT ROLE

Mr. Haseeb Ahmed have suggestion that there is need to make assistance of manpower
in development of infrastructure in shape of loans to the young professionals as they
able to establish infrastructure of production houses of animation and game. Further
research is the backbone of all productions; Government may allocate a research funds to
promote the animation industry and sufficiently join in the private, representative of the
industry. (2013, September 20) personal interview.[13]
Dr. Fatah Daudpoto stated that direct and indirect investments, recognition and
promotion of industry can be enabled through broadcasting policy of government only
with the encouragement of local animation productions and local content. Otherwise
the free software downloading and broadcasting will ruin the future of the animation
industry and professionals in the country. (2013, September 5) telephone interview.
(every responded share a common believe that) film and television are highly essential
part of the development of any country and now a days the animation is most important
part of the industry. In this manner Academician and Industry has mentioned that it is
responsibility of the government to make policies, laws and programs to develop the new
media in its boundaries for enhancement of its economic growth.
In this regard the first step can be taken from the establishment of software, animation
industry zones in the big cities of the country and further on the availed experience more
additional zones in different parts of the country may be established to promote the
animation activity. The animation industrial Zones should have built-in mechanism for
future growth. The government support in form of tax exemption, international
arrangement, festivals and awareness of animation market.

PAKISTAN ACADEMIC CONDITION

Higher Education Commission, Islamabad approved 151 public and private sector degree
awarded universities and degree awarding institute (www.hec.gov.pk). There are some
institutes in Pakistan who offer different skill development programs including certificate
course, diploma and advance diploma and degree programs in media technology. There is
only one Federal College & Public University that offers Master program on Multimedia
(Specialization in Game Design) as well as multimedia design. Table 3 is shown the
details program offering institutions on Media in Pakistan.
No. Name of the Institute Type of Program
1 National College of Arts Master Degree, Certificate
2 University of Gujrat M.S/M. Phil
3 Karachi University, Department of Visual Studies Bachelor Degree
4 Beacon House University Bachelor Degree
5 Punjab University (ICS) Diploma, Certificate
6 Arena Multimedia Diploma, Certificate
7 College of Media & Arts, PAF KIET Bachelor of Computer Arts
8 Fatima Jinnah university, Islamabad Bachelor of Digital Art

In present times Federal Ministry of Information Technology established an evening

short course program at National College of Arts with an objective to produce 600 skilled
professional in the field of animation and graphics. The only effort of government which
is utilized in National College of Art have catered a large number of professional who are
successfully working on game design in every studio in Lahore, TV channels and other
institutions in Pakistan.
Mr Saeed Mangi, a teacher and professional in 2D design stated that there is need to give
incentives in shape of grants, loans for the students who are studying the study Animation
and game and degrees from the western countries. This strategy would be better to help in
production of quantity of good quality graduates in a minimal period of time for the
economic growth of the country. More ever educational institution and professional
organization should arrange national/international animation & gaming conferences on
the theme, promotion of animation &game industry in Pakistan. The academician of the
country have an opinion that there is need of goal oriented setup which will start its
operation for a year to make development of highly qualified faculty for the institutes of
the animation as they may able to cater the need of future. There is an important role of
Higher education Commission in the development academic institutions of any country
and its economic growth. Here it is need of time to establish and give funding to setup a
special institution of animation & game and also incubation centers. (2013, September 4)
telephone interview. [18]
Dr. Fatah Daudpoto suggests The Higher education Commission may establish a Council
for digital entertainment organizations related with gaming and animation firms. With
reference to that Council government through Higher Education Commission set moral
ethical standards, initiative for research activities, helping to members, promotional
activities to promote Pakistani animation & gaming firms, organize connection to make
collaborations between Animation houses and TV channels to produce local content
animation for Pakistani market and specially launching a new animation channel. (2013,
September 5) Telephone interview.
Keeping in view of the data it is said by the experts that at present Pakistan have no
special position in international game and animation education.
Summarizing the information collected from different interviews suggested that it is the
responsibility of academic institutions to start the bachelor and master degree level
programs and professional training courses in animation and game design in the
universities or new institute should be established for the said purpose. Further he
extended that it will be more fruitful and beneficial if the institution may established
under public private partnership program of the Government.

DISCUSSION
There are a number of reasons for growing of animation firm as well as multimedia
institutions in the world and the same reasons can be are base of establishment of animation
institutions in Pakistan. First, the gaming industry has an extraordinary financial status in the
global economy. Second, the data availability of the gaming and animation industry makes
it attractive from a study point of view.
After analyzing the Table 1.1 there is clear indication that Games earning has won over
animation and live action films, and they have biggest market out there In this reference,
the appreciation and demand of animation in movies, games and other entertainment
appliances created a big job opportunities all over the world. Further the recent recession
in first world countries has forced the production houses world increased to step up their
focus on cost savings measures. Comparison of production costs is major reason on cost
saving and explains of higher proportion of work outsourced in under-developing
countries. Further research indicates that Pakistan has quite cheaper man power with is
also labor pool of English proficient graduate than the rest of the world. These are willing
to work at 60 percent below their U.S counter parts. Furthermore it is also proven by
Table1.3 costs are estimated 30 percent lower in Pakistan as compared to India or other
outsourcing contender.
Due to these reasons there is need to promote the young professional of Pakistan in this
field and avail opportunities to generate income and participate in the economic
development of the country.
At present there is only one specialized animation institute in Pakistan namely national
College of Arts, Lahore. After that few institutes has started to provide animation courses
for producing skilled professionals in job market of television Channels. Hence it is found
through study in 2003 there were only two game houses and two animation houses in
Pakistan were operating their work force were fewer than 200 people our current finding
showed in only these 10 animations and games houses more than 700 people working, it
is estimated that their number is almost 5000-7500. Compare 2003 there were only one
game we launched and currently almost 40 titles are on Apple, Android & for PC
available, This figure prove that the animation field is developing and getting
accomplishment as a profession in Pakistan. Further it is proved through data and analysis
of Table 1 and Table 1.3 that here are large possibilities of business in animation and
game sector. The survey of the local animation industry, the elicited information from the
directors and analysis; it is found that this sector needs skilled hands in various parts of
making animation therefore the interested persons needed proper training and courses to
understand the demand of market.
The table 1.2: Earnings of Zynga Games Developer Studios, five year of age and table
1.3: Animated content 30 minutes estimated costs are defining the potential of
professional in Pakistan. In Comparison to other countries, it is found that Pakistan can
provide low-priced animation product and earn foreign investment through animation
industry. The little training has already started as level of diploma course, certificate
course, bachelor course and Master Courses in a few public and private institutions which
are needed to be transformed from multimedia arts to animation degrees. In this
meaningful progress the animation sector locally can be changed in to animation industry
of Pakistan for goal oriented economic growth.

CONCLUSIONS
This research presented the a government position, Industry history and current position
and academia role by provide its products, development trend and forces further their
challenges and future prospects, In this reference this research suggested that the industry,
academia and Government should work together to bridge the demand and supply gap
in the area of animation and gaming by Short term/long term goals are as follows;

Short Term Goals

 Local & international animation & games festival
 Introduction of animation and game design courses in universities
 Incubation center/ technology park within the University
 Set the mark of 100 game production companies within 2 years
 Publication of research papers in international journals
 Tex Breaks
  Industry Incentives
 Create Industry driven programs to polish the work force.
Long Term Goals
 Setting up a Universities and Colleges with Industry partnership
 Center of Excellence in computer game/animation
 Establishment of technology parks in big cities
 National animation/gaming journal and magazine
 Promotion of local game development studios
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[13] (2013, September 20) personal interview.
[14] Shoaib Malik
[15] Bilal Ahmed
[16] Mr. Ali Ahsan
[17] Adnan Hussain (2013, October 7) telephone interview
[18] Mr Saeed Mangi (2013, September 4) telephone interview.