B-Goolee’s Success at Tokyo Game Show 2024

APU Tech Expert, Assoc Prof Dr Shahrinaz Ismail demonstrated her commitment to innovation in the game development industry by joining the exhibitor teams under the Malaysia Pavilion at the Tokyo Game Show 2024, and showcased Malaysia’s innovative sensor-based board game, B-Goolee, designed for visually impaired players, on the international stage.

From left: MATRADE Tokyo Trade Commissioner, Mr Zuaziezie Zulkefli; Malaysia’s Ambassador to Japan, Dato’ Shahril Effendi Abd. Ghany; Goolee Founder, Dr Zieman; Goolee Managing Director, Ms Hayatul Nabihah Khairul Anwar; and APU Tech Expert, Assoc Prof Dr Shahrinaz Ismail.

“It was a rare opportunity to join the Tokyo Game Show 2024,” said Assoc Prof Dr Shahrinaz Ismail from Asia Pacific University of Technology & Innovation’s (APU) School of Technology (SoT).

As Associate Professor at APU and Technical Advisor to Goolee Sdn. Bhd., Dr Shahrinaz lent her expertise to the development of B-Goolee, a sensor-based board game that brings the thrill of strategic thinking to players with blindness and visual impairments.

Her contributions were particularly valuable in the areas of verification and validation process.

She recently gained new experience participating in high-level meetings, business matching, and networking with Japanese game publishers and technology incubators at the Tokyo Game Show 2024 (TGS2024), held at Makuhari Messe, Chiba, Japan.

Fully sponsored by the Malaysia External Trade Development Corporation (MATRADE) and supported by the Malaysia Digital Economy Corporation (MDEC), Dr Shahrinaz joined the exhibitor teams under the Malaysia Pavilion at TGS2024.

The Malaysia Pavilion was officially launched by Malaysia’s Ambassador to Japan, Dato’ Shahril Effendi Abd Ghany, marking a significant milestone for Malaysian representation at this prestigious event.

TGS2024 witnessed an unprecedented turnout, with 985 companies participating, including 535 international exhibitors and ten innovative game developers from Malaysia.

Dr Shahrinaz took the lead in initiating valuable connections, showcasing Goolee’s diverse range of products, including their original board game, the Goolee App, and the sensor-based B-Goolee.

On the very first day, with the assistance of Japanese interpreter Ms Norie Sekizawa, Dr Shahrinaz effectively promoted Goolee’s offerings to local journalists.

The coverage was impactful, with a feature in the renowned Yomiuri Shinbun the following day.

From left: Dr Shahrinaz with the Dr Zieman, Japanese interpreter Ms Norie Sekizawa and Ms Hayatul Nabihah.

This exposure significantly boosted traffic to Goolee’s booth, attracting visitors of all ages over the next three days.

Goolee was highlighted as a Malaysian game manufacturer dedicated to enhancing thinking skills through an app version of their board game, appealing to both the young and the elderly.

“The Goolee booth was a magnet for curious minds, with people eager to learn more about the B-Goolee and Goolee App games.

“Interest in these games skyrocketed, with many attendees expressing a keen desire to bring them to nursing homes in Japan,” said Dr Shahrinaz.

Dr Shahrinaz has been a key advisor to Goolee Sdn. Bhd. since October 2023, helping the Ipoh-based game developer achieve remarkable milestones, including securing grants from Yayasan Inovasi Malaysia (YIM) and Cradle CIP Spark for 2024.

Collaborating closely with Goolee Founder Dr Zieman and Goolee Managing Director Ms Hayatul Nabihah Khairul Anwar, she has not only managed the technical team but also prepared comprehensive progress reports for funders.

This journey at TGS2024 is just one chapter in Dr. Shahrinaz’s ongoing commitment to innovation and collaboration in the gaming industry, promising exciting developments ahead!

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Malaysia Pavilion Exhibitor Teams consist of team from Embassy of Malaysia in Japan office, MATRADE, MDEC and ten innovative game developers from Malaysia.