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
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
