This is a model of marketing plan for the Brazilian company Aquaris aiming to enter into the Russian game market.

2. Aquiris Game Studio is a company based in Porto Alegre, Brazil.
With 9 years of history and a team of 60 people, we have been
creating games for a broad range of platforms, from browser to PC
and mobile.
Our big focus since the very beginning has been on delivering the
best artistic, technical and gameplay quality to our players, in
partnership with our publishing partners. Now the studio is taking a
step further into the wild world of self-publishing.
Today Aquiris develops Cartoon Network© great games like CN
Superstar Soccer, The Great Prank War and also high quality
original titles such as Ballistic, a free-to-play shooter with over 6M
players, that is now coming to Steam as a paid FPS (First Person
Shooter) for the competitive PC players.
Its aim for 2017 is promoting the game in the Russian Market.
Marketing Plan: Introduction

3. Marketing Plan: Introduction
BALLISTIC
O V E R K I L L
Ballistic is the first Action 3D FPS which runs on Facebook. The game
is priced fairly to the amount of content available. It is optimized to run
on many low-end PCs so you don’t need a super rig to play.
Key competitive features
• 4 GAME MODES. All maps have multiple game modes available: Team
Deathmatch, Free for All, Capture Point, King of the Hill.
• STEAM MARKET INTEGRATION. With over 80 weapons ingame, there's
always a new way to kill your enemies in Ballistic Overkill. But even better, all
weapons have droppable skins that you can trade and/or sell through the
Steam Market system.(most famous digital distribution platform for games)
• CUSTOM PRIVATE SERVER CREATION. Players can create their own
servers with their own rules, map cycle and game modes to play with their
friends.
Platforms:
PC / Mac / Linux

4. MARKET RESEARCH

5. RUSSIAN GAME INDUSTRY
• 65% of the online population in Russia play games (72
million gamers) & 56% pay for games
• A typical Russian online gamer spent $35 in 2016
• 11th largest games market in the world
• Russian games market projection was $1.4 billion in
2016
• PC remains the dominant gaming platform with 44% of
the total games market
• Today, the country has the highest percentage of social
media users in the world
There are two key drivers behind the tremendous growth of
the Russian online games market: the strength of the
Russian economy caused by strong domestic consumption,
and a growing demand for new technology.
Marketing Plan: Market Research

6. RUSSIAN GAME INDUSTRY
Marketing Plan: Market Research
Interest towards Games in Russian regions

7. Marketing Plan: Market Research
ANALYTICS
Segment dynamics: Online gaming
• Visible pattern of interest growth during the winter
and interest decline in summer.
• The Action Games are the most popular in Russia

8. Marketing Plan: Market Research
ANALYTICS
According to the Subgenres of Action,
Ballistic is classified as a FPS, although
containing some concepts of other
genders implicit in-game.
• Fist Player Shot
• Simulator
• Arcade
Regarding its popularity, Mix of Genres
& FPS are considered 1st and 2nd
favorite game styles among Russian
gamers.

9. COMPETITORS
User interest growth
Marketing Plan: Market Research

10. MARKETING MIX

11. PRODUCT
Marketing Plan: Marketing Mix
PRODUCT
OFFERING
Entertainment for casual and hardcore gamers over 14 years old, in
Player x Player worldwide open or in private groups, including
community/support forum, innovative features and synchronization.
FUNCTIONALITY High relative to market leaders
AVAIABILITY
hours of operation 24/7
Interface languages: Russian +12
SERVICE Standard +Customized options
QUALITY Standard relative to market leaders
BRANDING Low impact in customer decision, approximately 15.36% penetration
TECHNOLOGY
High technological superiority relative to competitors - New features and
benefits still rare in market
User interest triggered
by brand queries

12. PRICE
Adding Payment Preferences in Russia
EUR €6.99 regular price
RUB 79 руб – 1161.90 руб (~€10)
max package +9 items
Price Localization
The localized price matches to the average
price in Russian market for competitive
products which contain similar features.
Competitors’ price:
Counter Strike RUB 449руб – 2133.45 руб(~€20)
max package +19 items
Russian digital payment methods use percentage
Marketing Plan: Marketing Mix

13. PLACE
Online Sales & Distribution
Yandex (payment: Yandex // outlet & distribution: Official website)
Humble store (outlet, payment & distribution)
Steam Powered store (outlet, payment & distribution)
The software is sold online and delivered through an autorepsonder system
Marketing Plan: Marketing Mix

14. PROMOTION
Marketing Plan: Marketing Mix
Public Relations
Game Conferences in
Russia:
• IgroMir
• White Nights
• DevGAMM
• Russian Game
Developers
Conference(KRI)
• Next Castle Party (NCP)

15. PROMOTION
Publishing
Yandex is Russia’s main search engine and has a large online presence.
SEO and paid search require that
advertisers work with Yandex in order to
be successful.
For best results, Yandex marketers
should make their websites in Russian,
however since Russia is a multilingual
society, the language of the website
should be in the language of the
respective marketed region.
Domain “.ru” is important to achieve
better results on Yandex Search
Engine.
Marketing Plan: Marketing Mix

16. What
Action
Where
Penetration
Who
Media/Channel
How much
Estimated budget
How long
Period
SEO/Advertising Saint-Petersburg
Moscow
Yandex RU
Search Engine
6000€ 3 months
SEO/Advertising Saint-Petersburg
Moscow
Google Search
Engine
3000€ 3 months
Advertising &
Content Market
Saint-Petersburg
Moscow
Vkontakte
Social Network
6000€ 3 months
Advertising &
Content Market
Saint-Petersburg
Moscow
Facebook
Social Network
3000€ 3 months
Advertising &
Content Market
Saint-Petersburg
Moscow
Odnoklassniki
Social Network
2000€ 3 months
Stall in gaming
events
Moscow Russian Gaming
Week
5000€ Once/year
PROMOTION
Marketing Plan: Marketing Mix
Publishing
Total Budget 25000€
Monthly expense ~ 8333€
Annual budget projection
85 000€
5 270 000 руб
(1€ = 62руб)

17. PEOPLE
Marketing Plan: Marketing Mix
Responsibility Person in charge Company
Translation Partner Lingvoservice.ru
Price Localization Marketing Manager aquiris
Payment Methods
synchronization
IT Manager aquiris
SEO IT Manager aquiris
Advertising Web Designer aquiris
Content production Writer aquiris
Stall in events Partner
Public Relations Head Manager aquiris

18. SWOT ANALYSIS

19. SWOT ANALYSIS
• Innovative features
• High-quality graphics
• 9 years experience in gaming development
• Low merchandising
• Low budget
• New Market
• Internet access growth
• High demand
• Target audience’s preference for Desktop
• Current competitors
• Technological development
Economy
Marketing Plan: SWOT
s w
O T

20. PEST ANALYSIS

21. PEST ANALYSIS
P Politic
• Good relations towards Brazil
• Friendly politics and regulations for investors in game industry
E Economic
• Exchange rate favorable for sales
• Low operational costs
• Ample economy
S Social
• Game culture
• 65% of the online population are gamers
T Technological
• 7th-largest Internet population in the world with a total penetration
rate of 44.3%
• for Desktop
Marketing Plan: PEST

22. RESEARCH DATA SOURCE
• Aquiris Game Studio
• http://www.aquiris.com.br http://www.ballisticoverkill.com
• Russian Gaming Market 2016
• http://russiansearchmarketing.com/russian-gaming-market-2016/
• Newzoo Infographics – Russian Games Market 2016
• https://newzoo.com/insights/infographics/russian-games-market-2016/
• YANDEX Gaming Industry Overview October 2014
• http://russiansearch.wpengine.netdna-cdn.com/wp-content/uploads/YANDEX-Gaming-Industry-Overview-October-2014.pdf
• Russia Video Games Market and Marketing - Philip Driver
• https://www.slideshare.net/pobiwan/russia-video-games-market-and-marketing-philip-driver
Marketing Plan: Data source

23. RESEARCH DATA SOURCE
• Steam Powered
• http://store.steampowered.com/app/563106/Ballistic_Overkill__Vanguard_SpecOps
• Info Cubic
• https://infocubic.co.jp/en/about-us/market-research_ru.html
Marketing Plan: Data source