test 213

Nov 8, 20110 likes301 views

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 emulating Plants vs Zombies for Nokia phones. It will focus on Egypt, South Africa, Kenya, Nigeria and Morocco initially. The company aims to become the leading casual mobile gaming firm in Africa and break even within a year through in-app purchases and advertising on its free-to-play game. It will use Facebook ads and collaborations to market and distribute the game.

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

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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test 213

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

15. Market Research 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

23. In-Game Purchase Flow 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

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