From Side Hustle to Studio: Lessons from Animation Entrepreneurs
How Six Animators Built a Thriving Business by Showcasing Their Skills, Understanding Market Needs, and Letting Their Work Speak for Itself
Working on a side hustle in your spare time has almost become a rite of passage for entrepreneurs. While it’s not a must, it’s a story we hear over and over from founders we meet. Today, we’re spotlighting Rokunin (六人), a team of six friends who turned their passion project into a thriving animation business. These talented animators have contributed to some major hits, with titles like Elden Ring, Bayonetta 3, and Gears of War 4 & 5 under their belt—games that have collectively sold an astounding 37 million copies. (I have to admit, I was a bit starstruck at the mention of Elden Ring!)
Turning Passion into Prospects: Strategic Reels and Industry Trends
The group started out as full-time animators and lead animators on major titles, but in their spare time, they hustled to create a standout animation reel to showcase their skills. Gavin credits their early success to strategic planning and producing industry-relevant reels that caught attention right away. Back when Battle Royale-style games were trending, the team crafted a series of reels tailored to that genre, making it easy for game developers to see Rokunin’s potential before even reaching out. By aligning with industry trends, they attracted high-quality prospects, landing and closing an impressive 62.5% of inquiries in their first year. It’s a true testament to understanding market needs and strategically planning content to drive conversions.




After developers saw the reels, there wasn’t much convincing needed to convert prospects. The team saw the reels as a kind of “test run” that let developers experience their work firsthand, so the sales process focused on team introductions and aligning on project details. While art tests are often standard in project tenders, Rokunin rarely faced this requirement; instead, meetings centered on the team’s experience and past work. It was a clear case of “letting the work speak for itself.”
Leveraging Your Portfolio: From Experience to Client Confidence
Gavin believes that anyone starting a business should have some experience in the field—it’s essential to building credibility and trust with potential clients. “If you’ve done the work, that’s your portfolio,” he says. “Your past titles are your ticket into the industry.” For those just starting out, where trust hasn’t yet been established, there may be requests for a “trial run” to prove your abilities—like art tests in the animation world. But Gavin sees this as an opportunity, a chance to demonstrate your unique strengths and make a lasting impression. Once you’ve proven yourself and built a solid reputation, those trials start to disappear. By then, clients will seek you out, ready to work with someone they already trust to deliver.
In Gavin's view, reputation is a powerful currency—one earned through consistent work, professionalism, and a portfolio that showcases your expertise.
About Rokunin
We are an experienced game animation team based in Malaysia and have worked with various successful studios. Our team of animators and artists consists of highly talented people who are well-versed in their respective fields, capable of providing quality service and ensure your game stand out visually.
Thinking about ways to let your work speak for itself? Building trust and credibility is often about knowing how to showcase your expertise and connect with the right audience. For more insights and tips on standing out in your industry, keep following along. And if you’re curious about strategies to strengthen your pitch, I’m always open to chat.