Debuz is a well-established game development studio based in Thailand that has been in the digital entertainment industry for 25 years. In that time, it has created over 100 games including Asura, the first MMORPG created by Thai developers, making it a major player in Thailand’s ongoing digital boom.
Founded in 2001, Bangkok-based Debuz has been creating popular games for 25 years.
However, the company’s IP portfolio has lagged behind its commercial and critical success. “Before joining the IPMC, we understood that IP was important, but we didn’t have a clear system to manage it, and we had not yet registered any IP,” says Witchu. The result was that Debuz was unable to effectively monetize its well-known brand and characters and unlock new revenue streams.
When Witchu heard that WIPO was preparing to bring the IPMC to Bangkok in April 2025, he knew the opportunity could not be missed. “We decided to apply because we recognized that game development relies heavily on creativity and innovation, and IP is crucial for protecting these,” he explains. “We saw the IPMC as a great opportunity to learn from experts and apply that knowledge to strengthen our business.”
Our games and characters have built a dedicated fanbase of over 10 million players worldwide, ensuring strong brand recognition and fan loyalty.
Witchu Promjunyakul, who co-founded Debuz in 2001 and now serves as its Chief Technology Officer
Scaling up Debuz with WIPO’s IP Management Clinic
WIPO’s Intellectual Property Management Clinic (IPMC) is rightly recognized for offering world-class intellectual property (IP) support to startups around the world, free of charge. The long-running program pairs small and medium-sized enterprises with IP experts, who volunteer their time to provide tailored advice and strategies that safeguard participants’ IP and maximize its commercial potential. Perhaps less well-known, however, is how the IPMC also helps more established companies transform their business with the strategic acquisition and use of IP.
The IPMC did not disappoint. The program attended by Witchu and his colleague Choak Visavayodhin, Chief Financial Officer at Debuz, represented a scaled-up IPMC, offering 50 entrepreneurs a bigger, more interactive experience than previous iterations. The three-day event, supported by the Funds-In-Trust Japan Industrial Property Global, included presentations, expert panel discussions and an IP strategy game designed to simulate real-world decision-making.
Following the workshop, Debuz was one of the 24 businesses selected for one-on-one mentoring sessions with an IP expert. Witchu was paired with Winston Chan, Chief Executive Officer at FT Consulting and a globally acknowledged expert on IP and IP strategy. “We were very impressed with the IPMC,” recalls Witchu.
The content was comprehensive and easy to understand. Our mentor was highly knowledgeable and experienced, and provided valuable and relevant advice that helped us gain a clearer overview of IP management. This experience was extremely useful for Debuz, as we gained the necessary knowledge and tools to plan and manage our IP more effectively.
Witchu Promjunyakul
A tailored IP strategy for a growing game development company
Among his recommendations, Winston encouraged the company to register trademarks for the Debuz brand, monitor for online infringement and unauthorized use of the company’s characters or titles, and include standardized IP clauses in contracts with co-creators. Other recommendations focused on internal improvements, including creating a register of Debuz’s IP portfolio, introducing internal checklists for IP compliance during product development, and formalizing an IP role or function in the company.
Aware that Debuz is keen to leverage its well-known games and growing fanbase, Winston also recommended that Witchu and his team design a licensing framework for character merchandizing, including pricing models, revenue sharing terms and co-branding guidelines. This would help demonstrate the revenue potential of Debuz’s IP in a variety of formats, from collectible to movies, and would allow the company to better convey the value of its IP in negotiations with partners and investors.
Witchu and his team at Debuz have taken Winston’s advice to heart and are now working hard to improve the company’s IP portfolio and strategy. “His advice completely changed how we think about IP,” says Witchu. “Now we focus not just on creating games but also on protecting and leveraging our IP. We are planning to register our existing game titles and are exploring licensing options.”
It’s a mindset Witchu encourages other businesses to adopt.
My advice to other entrepreneurs is simple: don’t overlook IP. It’s not just legal protection. It’s a valuable asset that can drive growth, open new markets and keep your business competitive for the long-term.
Witchu Promjunyakul
