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The document summarizes a Singapore-based gaming company's plans to target the African mobile gaming market. The company will develop its first casual mobile game over 6 months, aiming to emulate Plants vs Zombies. It will target Nokia feature phones initially and analyze smartphone trends. The game will use virtual currencies and in-app purchases. Marketing will include Facebook ads and collaborations. Financial projections estimate breaking even by the 12th month with a target payment volume of $20,070 per month from 5 African countries.

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EE3702: Electronic Gaming Lian Yuanlin Liu Tianwei Jonathan Low Petri Kalevi Niemala Monday, October 31, 11
Company Introduction Singapore-Based Company $250,000 SGD 5 Employees 2 Programmers 1 Designer 1 Artist 1 Marketing Person Target Africa Monday, October 31, 11
Fixed Internet Penetration Rate (%) 50% 41.30% 37.5% 28.30% 25% 24.50% 12.5% 13.90% 9.70% 0% Egypt Kenya South Africa Morocco (Dec 2010) Nigeria (Apr 2009) Egypt (Jun 2011) Kenya (2010) South Africa (2008) Morocco Nigeria (Mar 2011) (Mar 2011) (Mar 2011) (Mar 2011) (Mar 2011) Monday, October 31, 11
Mobile Penetration Rate (%) 110% 100.18% 93.00% 92.15% 82.5% 55% 55.00% 44.60% 27.5% 0% Egypt Egypt (Jun 2011) Kenya Kenya (2010) South Africa Morocco (Dec 2010) Nigeria (Apr 2009) South Africa (2008) Morocco Nigeria (Jun 2011) (2010) (2008) (Dec 2010) (Apr 2009) Monday, October 31, 11
Mobile Subscribers (in millions) 80 76.43 65.8 60 45 40 31.3 20 21 0 Egypt Egypt (Jun 2011) Kenya Kenya (2010) South Africa Morocco (Dec 2010) Nigeria (Apr 2009) South Africa (2008) Morocco Nigeria (Jun 2011) (2010) (2008) (Dec 2010) (Apr 2009) Monday, October 31, 11
Company Objective Become the leading CASUAL mobile games company present in the African market Africa South Africa Kenya Nigeria Morocco Egypt Monday, October 31, 11
Short Term Strategy Target Nokia Phones Develop first title in 6 months time Build up team competency Understand the African market Monday, October 31, 11
Long Term Strategy Trend of increasing number of smartphones in Africa Nokia Asha Target Smartphones Monday, October 31, 11
Game Design Emulating Plants vs Zombies Tower defense Monday, October 31, 11
Game Design Emulating Plants vs Zombies Accessible Character Themes Quirky Atmospheric Themes - Art, Music & Sound Monday, October 31, 11
Game Design Emulating Plants vs Zombies Interesting Varied Gameplay Simple Learning Curve Monday, October 31, 11
Game Design Emulating Plants vs Zombies In-Game Rewarding System Virtual Currency (2 Types) Leaderboard Monday, October 31, 11
Market Research Two separate Facebook Advertising Campaigns Monday, October 31, 11
Market Research Advertising Details Monday, October 31, 11
Market Research Monday, October 31, 11 >
Gameplay, Flow & Mechanics Play as a a rifle shooting or a laser blasting Hunter Wizard Monday, October 31, 11
Managing Game Resources Drawn with pixel art Fixed Resolution of Sprite Graphics Monday, October 31, 11
Game Mock-Up Menu Bar Credits Monday, October 31, 11
Gameplay & Controls Dead Zone! Monday, October 31, 11
Leveling & Rewards Earn virtual currency to power-up! Gain more powerful weapons or spells! Monday, October 31, 11
Distribution Channel Nokia Ovi Store Accessed directly using the internet or using a Nokia mobile phone Monday, October 31, 11
Revenue Model Free to Play & Download Monday, October 31, 11
In-Game Purchase Flow Monday, October 31, 11
Leveling & Rewards Earn virtual currency to power-up! Gain more powerful weapons or spells! Monday, October 31, 11
Pricing Strategy Competitive Pricepoints Use of analytics to adjust pricepoints Price (USD) Credits $0.50 100 $2.00 500 $5 2000 $10 5000 Monday, October 31, 11
Marketing & Sales Full time director based in South Africa Responsible for communicating with telcos Responsible for communicating with advertisers Use Facebook Ads to survey our gamers Collaborate with Nokia and preload our games into their phones Monday, October 31, 11
Technology Base Develop on Flash-Lite that is used on S40 Nokia Series Develop SMS purchasing system Monitor smartphone trends in Africa to decide on next platform to adopt Monday, October 31, 11
Financial Projections Monthly Expenses Costs (SGD) 2 * Programmer $7,000 1* Artist $2,500 1 * Marketing Director $2,500 1 * Game Designer $2,000 Rent & Utilities $1,000 Monthly Burn Rate $15,000 Monday, October 31, 11
Financial Projections One Time Costs Costs (SGD) Marketing $50,000 Contract Work $5,000 Others (Software) $5,000 Total $60,000 Monday, October 31, 11
Financial Projection TPV Goal at the 12th Month (Based on 5 countries only) Mobile Population 223,000,000 60% Nokia Users 133,800,000 2% Gamers 2,676,000 1.5% spend $0.50 USD/month 40,140 Total Payment Volume / Month $20,070 USD Monday, October 31, 11
Financial Projections: Breaking Even Game launches within 6 months Monthly break even point to be reached at 12th month Monday, October 31, 11
Looking Forward Agile and Adaptive Use of analytics to understand the gamers and the market Start development of the next game on the 6th month Monday, October 31, 11

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Final+Year+Project

  • 1. EE3702: Electronic Gaming Lian Yuanlin Liu Tianwei Jonathan Low Petri Kalevi Niemala Monday, October 31, 11
  • 2. Company Introduction Singapore-Based Company $250,000 SGD 5 Employees 2 Programmers 1 Designer 1 Artist 1 Marketing Person Target Africa Monday, October 31, 11
  • 3. Fixed Internet Penetration Rate (%) 50% 41.30% 37.5% 28.30% 25% 24.50% 12.5% 13.90% 9.70% 0% Egypt Kenya South Africa Morocco (Dec 2010) Nigeria (Apr 2009) Egypt (Jun 2011) Kenya (2010) South Africa (2008) Morocco Nigeria (Mar 2011) (Mar 2011) (Mar 2011) (Mar 2011) (Mar 2011) Monday, October 31, 11
  • 4. Mobile Penetration Rate (%) 110% 100.18% 93.00% 92.15% 82.5% 55% 55.00% 44.60% 27.5% 0% Egypt Egypt (Jun 2011) Kenya Kenya (2010) South Africa Morocco (Dec 2010) Nigeria (Apr 2009) South Africa (2008) Morocco Nigeria (Jun 2011) (2010) (2008) (Dec 2010) (Apr 2009) Monday, October 31, 11
  • 5. Mobile Subscribers (in millions) 80 76.43 65.8 60 45 40 31.3 20 21 0 Egypt Egypt (Jun 2011) Kenya Kenya (2010) South Africa Morocco (Dec 2010) Nigeria (Apr 2009) South Africa (2008) Morocco Nigeria (Jun 2011) (2010) (2008) (Dec 2010) (Apr 2009) Monday, October 31, 11
  • 6. Company Objective Become the leading CASUAL mobile games company present in the African market Africa South Africa Kenya Nigeria Morocco Egypt Monday, October 31, 11
  • 7. Short Term Strategy Target Nokia Phones Develop first title in 6 months time Build up team competency Understand the African market Monday, October 31, 11
  • 8. Long Term Strategy Trend of increasing number of smartphones in Africa Nokia Asha Target Smartphones Monday, October 31, 11
  • 9. Game Design Emulating Plants vs Zombies Tower defense Monday, October 31, 11
  • 10. Game Design Emulating Plants vs Zombies Accessible Character Themes Quirky Atmospheric Themes - Art, Music & Sound Monday, October 31, 11
  • 11. Game Design Emulating Plants vs Zombies Interesting Varied Gameplay Simple Learning Curve Monday, October 31, 11
  • 12. Game Design Emulating Plants vs Zombies In-Game Rewarding System Virtual Currency (2 Types) Leaderboard Monday, October 31, 11
  • 13. Market Research Two separate Facebook Advertising Campaigns Monday, October 31, 11
  • 14. Market Research Advertising Details Monday, October 31, 11
  • 16. Gameplay, Flow & Mechanics Play as a a rifle shooting or a laser blasting Hunter Wizard Monday, October 31, 11
  • 17. Managing Game Resources Drawn with pixel art Fixed Resolution of Sprite Graphics Monday, October 31, 11
  • 18. Game Mock-Up Menu Bar Credits Monday, October 31, 11
  • 19. Gameplay & Controls Dead Zone! Monday, October 31, 11
  • 20. Leveling & Rewards Earn virtual currency to power-up! Gain more powerful weapons or spells! Monday, October 31, 11
  • 21. Distribution Channel Nokia Ovi Store Accessed directly using the internet or using a Nokia mobile phone Monday, October 31, 11
  • 22. Revenue Model Free to Play & Download Monday, October 31, 11
  • 24. Leveling & Rewards Earn virtual currency to power-up! Gain more powerful weapons or spells! Monday, October 31, 11
  • 25. Pricing Strategy Competitive Pricepoints Use of analytics to adjust pricepoints Price (USD) Credits $0.50 100 $2.00 500 $5 2000 $10 5000 Monday, October 31, 11
  • 26. Marketing & Sales Full time director based in South Africa Responsible for communicating with telcos Responsible for communicating with advertisers Use Facebook Ads to survey our gamers Collaborate with Nokia and preload our games into their phones Monday, October 31, 11
  • 27. Technology Base Develop on Flash-Lite that is used on S40 Nokia Series Develop SMS purchasing system Monitor smartphone trends in Africa to decide on next platform to adopt Monday, October 31, 11
  • 28. Financial Projections Monthly Expenses Costs (SGD) 2 * Programmer $7,000 1* Artist $2,500 1 * Marketing Director $2,500 1 * Game Designer $2,000 Rent & Utilities $1,000 Monthly Burn Rate $15,000 Monday, October 31, 11
  • 29. Financial Projections One Time Costs Costs (SGD) Marketing $50,000 Contract Work $5,000 Others (Software) $5,000 Total $60,000 Monday, October 31, 11
  • 30. Financial Projection TPV Goal at the 12th Month (Based on 5 countries only) Mobile Population 223,000,000 60% Nokia Users 133,800,000 2% Gamers 2,676,000 1.5% spend $0.50 USD/month 40,140 Total Payment Volume / Month $20,070 USD Monday, October 31, 11
  • 31. Financial Projections: Breaking Even Game launches within 6 months Monthly break even point to be reached at 12th month Monday, October 31, 11
  • 32. Looking Forward Agile and Adaptive Use of analytics to understand the gamers and the market Start development of the next game on the 6th month Monday, October 31, 11