MARKET RESEARCH • Russian market of video games is the largest market in Central and Eastern Europe. Income from Computer game sales amounted to U.S. $ 1 billion in 2010. • PC games and online gaming occupies 72% of the market share in the video game industry.Source: PWC research of the (PC Orientated game market)entertainment industry and mass mediaforecast in Russia 2011-15 MARKET POSITIONING • Free to play online PC game (F2P) • Why free? 1. Piracy 2. Popularity of F2P in russia • Micro transaction Model: 53% of Russian active gamers spend money on game (Source: PWC) • Target Audience: Young Male Teenagers and adults. Age group which has the highest ownership of PC and experience of online gaming in Russia
MARKET STRATEGYMarketing Objective : 60k new players in the first 6 months (Projected from Metin 2,a fantasy F2P game in Eastern Europe). 10% growth every month after first 6 months.Long Term Marketing Effort : Marketing Budget of 20% of expected revenue. Budgetadjusted accordingly to market performance Marketing Budget 80 70 60 50 40 30 Budget 20 10 0 Pre-Launch Launch Launch + 6 Launch + 12 months months
Pre-launch--- Leverage on popularity of social media in Russia• VKontakte.ru (Russia’s Facebook) ---- Pre-Launch Group Page, Video banner advertisement, Targeted advertisement, Preview clips of Game• Rutube (Russia’s Youtube) ---- Game production video, Viral videos--- Advertisement on selected gaming magazines.--- Sponsored Review and Preview of game on popular Russian gaming website.--- Launch of Game website. Invitational keys for free demo version
Launch--- Countdown Launch Party--- Distribution of Demo Game CDs in game stores, shoppingcentres etc--- Increased advertising on online and print media--- SEO: Search engine optimization. Increase traffic and publicityof our game webpage.
SWOT ANALYSIS Strength - Unique game play and elements Weakness - Free to play is an incentive for - Competition from other free to play players games - Social Media advertising BOA Oportunity - Mature market of online gaming Threat- Growth of the russian game market is - Financially dependable on willingness projected to be fueled by free to play of players to make in game purchases games .
*• 1 Producer/Designer/Project Manager – Salary ofUSD25000 annually-Manage project development schedule-Design game system-Design skills/weapons/maps• 1 Lead Programmer – Salary of USD22000 annually-Implement game play mechanics required for the game-Work on the required network programming• 1 Programmer – Salary of USD20000 annually-Implement user interfaces designed by artists-Program tools to assist artists in implementing created assets into thegame• 2 Artists – Salary of USD20000 annually-Create 3D models required for the game-Create animation, effects, environment-Design UI-Design concept art and art for required for marketing
Operating Costs (USD) Year 1 Year 2 Year 3 Year 4 Year 5Staff Salary1 Producer/Designer/Project Manager 25000 25000 25000 25000 25000 *2 Programmers (1 programmer after 1st year) 48000 24000 24000 24000 240002 Artists (1 artist after 1st year) 40000 20000 20000 20000 20000Software CostUnity 3D Pro engine license (One time 7500 6000 6000 6000 6000USD1500) with support (USD 500/month)Music License (USD 89/month) 1068 1068 1068 1068 1068Modeling / Programme Software License (Onetime payment cost of USD1000) with possible 1000 500 500 500 500upgrade (USD500)Other software licenses 1000 1000 1000 1000 1000Hardware Cost5 X Computers (USD1000) / Equipments 10000 1000 1000 1000 1000(Average USD1000 per year)Game Server (USD0.89/Slot) with speculated 0 44500 44500 44500 4450050K player per month from year 2 onwardsMarketing CostSocial Media (Facebook, Twitter, Blog) for10000 click per month for 1st year for all 50000 30000 20000 10000 10000social media sites with USD0.20 per clickWeb Media (Website, SEO, Community Forum) 1000 1000 1000 1000 1000Distributors (Eg Steam, Amazon) with onetime payment about USD100 entrance and 25000 25000 25000 25000 25000average 10% transaction feesMiscellanous CostOffice Rental in Moscow (1989 Area Sq M) 5880 5880 5880 5880 5880Utilities 4800 4800 4800 4800 4800Total/Year 220248 189748 179748 169748 169748
• Inventory purchase• Better Maps• Elements• Skin• Skill and stat points *
*A: Active Users --- How many players youhave visiting your games online storeB: Attach Rate --- How many playersbought stuffC: ARPPU --- Average revenue per payinguserA * B * C = Revenue.Projected revenue per month: 10k players * 0.20 attach rate * USD 10per paying user = USD 20K monthly and USD 240K yearly in revenue.