EE3702: Electronic Gaming Lian Yuanlin Liu Tianwei Jonathan Low Petri Kalevi Niemala Monday, October 31, 11
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EE3702: Electronic GamingLian YuanlinLiu Tianwei
Jonathan LowPetri Kalevi Niemala
Monday, October 31, 11
Company Introduction
5 Employees2 Programmers1 Designer1 Artist1 Marketing Person
$250,000 SGD
Singapore-Based Company
Target AfricaMonday, October 31, 11
0%
12.5%
25%
37.5%
50%
Egypt (Jun 2011) Kenya (2010) South Africa (2008) Morocco (Dec 2010) Nigeria (Apr 2009)
28.30%
41.30%
13.90%
9.70%
24.50%
Fixed Internet Penetration Rate (%)
Egypt(Mar 2011)
Kenya(Mar 2011)
South Africa(Mar 2011)
Morocco(Mar 2011)
Nigeria(Mar 2011)
Monday, October 31, 11
0%
27.5%
55%
82.5%
110%
Egypt (Jun 2011) Kenya (2010) South Africa (2008) Morocco (Dec 2010) Nigeria (Apr 2009)
44.60%
100.18%
92.15%
55.00%
93.00%
Mobile Penetration Rate (%)
Egypt(Jun 2011)
Kenya(2010)
South Africa(2008)
Morocco(Dec 2010)
Nigeria(Apr 2009)
Monday, October 31, 11
Mobile Subscribers (in millions)
0
20
40
60
80
Egypt (Jun 2011) Kenya (2010) South Africa (2008) Morocco (Dec 2010) Nigeria (Apr 2009)
65.8
31.3
45
21
76.43
Egypt(Jun 2011)
Kenya(2010)
South Africa(2008)
Morocco(Dec 2010)
Nigeria(Apr 2009)
Monday, October 31, 11
Company ObjectiveBecome the leading CASUAL mobile games
company present in the African market
AfricaSouth AfricaKenyaNigeriaMoroccoEgypt
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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
Target Smartphones
Nokia Asha
Trend of increasing number of
smartphones in Africa
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Tower defense
Emulating Plants vs ZombiesGame Design
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Accessible Character ThemesQuirky Atmospheric Themes - Art, Music & Sound
Emulating Plants vs ZombiesGame Design
Monday, October 31, 11
Interesting Varied Gameplay
Emulating Plants vs ZombiesGame Design
Simple Learning Curve
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In-Game Rewarding System
Virtual Currency(2 Types)
Leaderboard
Emulating Plants vs ZombiesGame Design
Monday, October 31, 11
Market ResearchTwo separate Facebook Advertising Campaigns
Monday, October 31, 11
Market ResearchAdvertising Details
Monday, October 31, 11
Market Research
>Monday, October 31, 11
Gameplay, Flow & MechanicsPlay as a
or a rifle shooting Hunter
a laser blasting Wizard
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Managing Game Resources
Drawn with pixel art
Fixed Resolution of Sprite Graphics
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Game Mock-Up
Menu Bar Credits
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Gameplay & Controls
Dead Zone!
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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 ModelFree to Play & Download
Monday, October 31, 11
In-Game Purchase Flow
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Leveling & Rewards
Earn virtual currency to power-up!
Gain more powerful weapons or spells!
Monday, October 31, 11
Pricing Strategy
Price (USD) Credits$0.50 100$2.00 500
$5 2000$10 5000
Competitive Pricepoints
Use of analytics to adjust pricepoints
Monday, October 31, 11
Marketing & Sales
Full time director based in South AfricaResponsible for communicating with telcosResponsible for communicating with advertisers
Use Facebook Ads to survey our gamers
Collaborate with Nokia and preload our games into their phones
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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
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Financial Projections
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
Monthly Expenses
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Financial Projections
Costs (SGD)
Marketing $50,000
Contract Work $5,000
Others (Software) $5,000
Total $60,000
One Time Costs
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Financial Projection
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
TPV Goal at the 12th Month(Based on 5 countries only)
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Financial Projections: Breaking EvenGame 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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