This document provides a marketing plan for a new Android app called Oblivion. It aims to fill a gap in the Android gaming market by combining MMORPG and VR gaming technologies with traditional RPG elements. The plan outlines the company and market overview, target customers, product details with multiple game phases, pricing, distribution, and timeline. It aims to target high-end gamers by providing a high quality game experience unlike other emulated mobile games and compete against other platforms through its free version and Android ubiquity.

1. Marketing Plan for new Android App
Oblivion

4. Executive Summary
It was observed that general games offered on
android platform were of poor quality or cheap
emulation of older games. Earlier when mobiles
had low hardware specs such a thing was
acceptable but the scenario remains same.
Ultimately our company decided to fill this gap
by picking two most trending and promising
MMORG AND VR technology combining with
traditional RPG gaming to build the application
Oblivion

6. The company has a large experience in
developing gaming engines and with this game
the company wishes to take a leap in gaming
market. In collaboration with smaller and
independent gaming studios and developer the
company aims at expanding and augmenting
android gaming platform.
Company Overview

7. Market Overview
The current android gaming market has literally
been untapped despite the fact that android
has been there for quite a while and widely
used. If one takes a glance at top selling games
of size larger than 100 MB one realises that
almost all games are emulated version of games
which were released a decade ago. (shown in
exhibit 1)

8. With VR support the company aims at providing
high end product attracting large consumer
base exploiting the untapped market and filling
a gap, consequently using it as an opportunity to
build its brand and enter the gaming market.
Market Overview

9. Exhibit 1
Top Paid Games Original year of development
Hitman sniper 2006
GTA san Andrea's 2005
GTA vice city 2002
Assassins creed 2009
Need for speed 2012

10. The app aims to target high end gamers rather
than casual gamers. This consumer segment so
far has avoided Android games due to lack of
quality games. The prime reason for targeting
them is the fact these are highly brand loyal
customers. So once these are drawn onto
android platform they can serve a highly brand
loyal customer base.
Target Customers

12. Goal
The company expects that the download of free
version initially would be quite high which will
stagnate by the end of the year, but the
percentage of users shifting premium version
are likely to increase as time passes. Also the
company aims at generating revenue from
expansions and in game stuffs in its MMORG.
The numerical data is displayed in exhibit2

13. Exhibit 2
No of users Premiu
m user
%
No of
premium
Users
Income
Generated
Additional
In-sales
income
Net income
End of
month
3,000,000 5% 150,000 7,500,000 nil 12,500,000
End of
year
10,000,000 11% 1,100,000 55,00,000 22,000,000 77,000,000
The above figure are in dollars and are estimated regarding previous behaviour of market to
similar apps

15. • Though the company target customers
comprise of high end gamers, these can be
broadly classified into three classes.
Customers

16. • These are opulent tech savvy people who are
the first to try anything new that comes, they
are most likely to be attracted to the app due
to its VR support and opt for premium version.
Demographic details:
Age:20 -29
Gender : male
Income : above $50,000
Customers class A

17. • These are customers who are looking for an MMORG
which also has an consistent offline RPG support. They
are expected to make in game purchases and will be a
long term income source. There no is expected to be
scanty but is like to grow by conversion of class c
customers
Demographic details
Age: 16-27
Gender : both
Income : $30,000-50,000
Customers class B

18. • These are the traditional gamers who will be the free
users who will not provide any revenue to company.
Their reason may generally be due to lack of trust in
brand or a lower income. These serve for enhancing
brand equity and the possibility that they might switch
class B or A
Demographic details
Age : 20-29
Gender: both
Income : generally less than $30,000
Customers class C

19. Collaborators
The company has been working amplitude studios and
Fulbright two independent gaming studios to improve
character and gameplay design. The company has also
collaborated with Tom Jubert who was key writer of Bio
shock, to enhance gameplay storyline. These
collaborators will be given some share in the profit
earned through this app.

20. Competitors
Though the app doesn’t faces any competition in android
market there are many who target same consumer
segment which include some top brands like

21. • But the main completion the app will face
from Sony’s untitled VR game to be released
somewhere in oct-nov which is in near
proximity of apps launch
Competitors

23. • The app will offer customers to enjoy an RPG
and an MMORG through a single platform.
• The app will meet modern gaming standard
and is not a cheap emulation.
• Most importantly it will be far cheaper than
most of its competitors.
Value proposition : customers

24. • This apps provides its collaborators the
opportunity to work on such a giant high end
app.
• The paves a path for our collaborators to not
only enhance their revenue but also their
brand equity
Value proposition : collaborators

26. The oblivion combines traditional action RPG
games with new and trending MMORG games.
The point worth noting is that the relation
between the can be customised by user and the
best part it will be first game of this scale
designed for VR devices. Also the game features
moving of player between 4 phases of time
making the game on its own quite diverse and
unique.
Product

27. Phase I
The first phase is set in the
pre historic time focusing
on activities on exploration
and hunting in wide
openworld

28. Phase II carries player in a time where
humans have discovered magic and has
thrived under its shadow but now also
faces threats from dragons and other
mystical creatures
Phase II

29. • Phase III carries player into a world where
mankind may have survived but now they are
their own enemies as war engulfs entire world
Phase III

30. In the fourth phase player finds his way
through a post apocalyptic earth. Player has
to scavenge and find ways to survive.
Phase IV

31. • The idea of multiple phase was to expand the
open world for hard core gamers and
explorers, which also increase repeatability of
the game ensuring that consumers will stick to
this game for a longer period of time.
Product

32. Brand
• The brand aims to associate itself with a
platform that provides multi-genre high end
gaming options to customers

34. • The price set for premium version will be $60
• The premium version will be the free version
with VR support .
• The price is set higher than most of the
android apps as price is used to indicate that
the product is of higher quality and as result
the brand name can be associated with quality
Price

36. Communication
• Many gaming sites and blogs including IGN
and game spot have agreed to promote the
app on their site as well reach there
subscriber via mail. These sites have been
targeted as they are direct contact with target
customer. In return these sites members will
be given certain incentives such special pricing
and opportunity to participate in β -testing

38. Incentives
• All β-testers and members of partner sites will
gain a minimum of 15% discount .
• The discount will increase if β-testers gives
input in the game according to quality of the
input.

39. The app will be distributed through Google play
store. But since it is often seen that paid app’s
apk file is pirated on internet, only free version
will available on Google play as the company
can’t afford its app being pirated. The premium
version can be activated through unique
passcode sold on company’s website .
Distribution

40. • The app literally does not have much
competition in android market, the only
competition it is likely to receive is from other
platform developers. The app is to compete
with big brands using its free version which
will have all or even more features than the
games offered by the top brands. The
company is directly not targeting the existing
mmorg consumers but aim to create its own.
Competing tactics

41. • The biggest competitor sony will be tackled by
androids ubiquity as sony’s VR game will
require user to have both their console and VR
device which already shrinks its market , while
we can target almost the entire target
segment.
Competing tactics

43. June Aug sept
Process Pathway
App’s engine
design
Gameplay and
graphics
designing
α-testing
collaborators

44. Process Pathway
Β-testing App launch
Additional
expansion
release
Oct Dec Jun,17

45. • Executive summary
• Situation analysis
• Goal
• Strategy
• Tactics
• Implementations
SUMMARY

46. Disclaimer