
What is your name, day job and boardgame company/brand?
Choon Ean here. For more than 30 years, I've mostly been the behind-the-camera person in documentation-type projects. I run LUMA, the creative arm of my company LiveWire! Media which recently has been transitioning from video production to more board game design and publishing work.
How long have you been gaming and what got you into boardgaming?
I started playing games at a very young age, probably around 5-6 years old. My earliest gaming memory was playing dominoes on the floor. When I learnt to read, Boggle became my favourite game, and that’s how my email addresses, user ids, and social media handles would usually be named using a variation of “the boggler”.

Designer Choon Ean with her games

Kaki Lima
How did you get into game design?
Back in 2011, an American friend, Travis Parr, introduced me to Bananagrams and Carcassonne. I really enjoyed playing Carcassonne. It was so different from previous board games I had played which relied too heavily on luck. After that, I actively sought after euro-style games. The next milestone game for me was Viticulture, which inspired me to start thinking about designing board games.
At the time, I was working on one of the workshops for Arts-ED’s Youth Arts Camp (YAC). As part of this Cultural Heritage Education Programme, students would learn an art form while experiencing and making observations of a cultural heritage site in Penang. They would then use the art form to express what they learned about the site. At first, the artform I taught at YAC was stop motion / timelapse photography. On the 2nd year of YAC, I got them to look at the value chain of fish that can be bought at the Chowrasta Market. They interviewed chefs and fishmongers, then used stop motion photography to show the journey of fish from sea to plate.
So when I played Viticulture and learned about the whole business and process of wine-making and and experienced the challenges of running a vineyard just by playing the game, I realized that making a board game about the value chain of produce in the market would lead to an understanding of that value chain much deeper than making a stop motion animation or flip book could. With that in mind, I thought why don’t I introduce board game design as an artform to YAC participants, which is what I did for the next few years of YAC. Of course, I had to make a board game myself before I could teach the students how to make one. And that's how Kaki Lima started - as an example of a board game designed to reflect cultural heritage..

Games by LUMA
What games have you designed and published?
I have 5 games published under LUMA, 3 of my own design (Kaki Lima, Bansan, Kaki Lima: Downtown KL), 1 designed by Evan Cheah (Petal Plotters), and 1 designed by Ewe Boon How (Trishaw Frenzy). Kaki Lima & Bansan were co-produced with Arts-ED, while Petal Plotters was co-produced with Tropical Spice Garden.
What are your guiding principles in game design?
A lot of designers I know work out the mechanics first then the theme. Trishaw Frenzy is a good example, where the original design by Boon How was called Rotate and Go. Then when I played his prototype, I could visualize trishaws turning and zooming around in George Town, so I suggested to theme it as such.
As for me, I start off with the theme, an example would be Kaki Lima. I wanted to make a game about the five-foot ways in George Town, and had to ask questions like who are the people walking through them, why do they do so, what are the issues or obstacles that keep them from doing so, and how can these issues or obstacles be resolved. The answers to those questions I then had to process and factor into the game mechanics. When you design a board game theme first, you might get overwhelmed by the number of mechanics that you can vs should fit into the game. From playtesting, you then filter out mechanics that are unnecessary and don't add value to the game, leaving in the ones that keep the essence of the theme.
In short, I first lock on to a story I want to tell, then try to design the mechanics in a way where it will be able to immerse the players into the theme of the game. So hopefully, they are not only enjoying the game but also subconsciously learning about and appreciating what the theme highlights.

LUMA'S booth
When did you decide to publish your games and start your own brand?
It was after that Youth Arts Camp when I made the prototype of Kaki Lima as an example for the participants to refer to. LUMA and Arts-ED then thought it would be good to continue developing the game, get it published, and use it in future culture appreciation programmes.
What challenges did you face before publishing?
Getting the production files ready. Rulebooks are probably one of the most difficult things to do. I learnt that designers should be the ones working on their own rulebooks instead of leaving it to the graphic designers, or at least be the primary person giving detailed instructions to the graphic designer as we would know how best the rules of our games should be communicated.
What challenges did you face after publishing?
Distribution and promotion of the games that would lead to sales. Marketing a game involves SO MUCH time and effort!

Game components from all LUMA games
What was the most negative comment you have received for one of your games?
Haha, I tend to forget negative comments for my games, unless it’s about something that I see the need to address in the game. But then those type of comments I don’t really see as negative but as constructive. I think comments that get me down would probably be something along the lines of “I don’t understand the game”.
What was the most positive comment you have received for one of your games?
Last year (2024) at Spiel Essen, there was this group of senior Germans players who sat down at our booth to play Kaki Lima: Downtown KL. Usually for a convention demo, we would suggest playing a shorter version of the game, but they insisted on playing the full version. One of them shared that he had been attending Spiel since 1987, and had not missed a year since except during COVID-19. At the end of the game, after asking me a few design questions, he said this one word: “Exceptional”. Coming from a veteran board game player who has been playing games for decades in a country with a high culture of board gaming, coupled with both gentlemen in the group coming back to purchase a copy of the game, that was the biggest compliment I’ve received so far.

Evan Cheah, Boon How, Choon Ean
What is LUMA’s next step forward?
It’s the ongoing process of deciding which conventions you need to attend, what other distribution channels you have to establish, and a backlog of miscellaneous work that I have to look into like making and editing how-to-play videos. We have also started to host the Malaysian edition of the Asian Board Games Festival (ABGFMY) so that we can promote not just LUMA’s games but those of other Malaysian and Asian designers and publishers. Haha that’s quite a lot of steps to take forward.
What is your next game?
I’ve been working on a game about wayang kulit (shadow puppets). With so much going on though, the progress has been slow. LUMA has also been working on getting out a badminton board game called Smash! By Evan. Realistically however, the next thing we will be able to release come ABGFMY 2025 is a card expansion that we’ve been developing for Boon How’s Trishaw Frenzy.
Which is the best prototype you have played?
It’s a game by Evan. Out of his many game prototypes, the one I’ve enjoyed playing the most is about building shophouses in George Town! Oh I also really liked Amplify and Days Without Accident by Faris Suhaimi.

Kaki Lima: DTKL being played
1 tip you would give new designers.
Playtest! Don’t take negative comments to heart, and don’t be afraid of people not enjoying your game. During playtests, notice what’s not enjoyable, what needs to be cut out, added in, or streamlined without losing the message or experience you are trying to convey through the game.
Where do you see LUMA 10 years down the road?
I hope we will still be releasing board games that reflect Malaysian culture and that people will enjoy playing. I’d also like to continue collaborating with like-minded community members and organizing experiences like ABGFMY that would help play a part in growing the board game design community, encouraging new designers into the scene, and ultimately seeing an expanse of board gaming culture in Malaysia.
—--

Follow LUMA on IG and FB @luma.net.my