A strategic business case study and recommendations for a World War 3 Android Gaming Application - starting with executive summary, market research, product strategy, hypothesis and validation, MVP features, user journey, wireframes, product market fit, market segments, competitor analysis, pricing strategy, budgeting analysis, product pricing, go-to-market and launch strategy

1. WorldWar-III

3. Contents
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

4.  For the first time mobile gaming will take a
larger share than PC with $ 36.9 billion.
• Expectation:- Globalmarket to grow with a
CAGR *of 6.6% toward 2019,eventually
reaching $118.6 billionwith mobile gaming
at $ 52.5 billion.(Exhibit4&5)
• MobileGaming will grow at an annualrate
of 19% for smartphones and 48% for
tablets,grossing $13.9 bn and $10.0 bn in
2016 respectively.(Exhibit4&5)
*CAGR-CompoundAnnual Growth Rate
Executive
Summary
So Let’s Breakeven with World War III ! ...

5. Four gameplayin one: PVP,RPG,FPS,MMO
It’s not only MMO –all about fantasy,close-up,sword and
shield, building farm-houses,cool armour…soft gameplay,
socialising more chatting and collaborating than actual
hard-core gameplay.
World War III-It’s--- real action PVPMMO where skill is 100% involved.

6. • World War III is a freemium mobile MMOG(massive
multiplayer online game) strategy video game with
three features :
• Single Player
• Multiplayer
• Custom Base
What is World War III?

7. Situation Analysis

8. Portfolio Of Offerings

9. Connect Via any account!

10. Once you enter the game....
You start with the basic mode or the custom mode:
Salientfeatures of this mode:
Free for all
In-app purchases.
Game modes:
1.Single playercampaign missions
2.Online Multiplayermatches (2 vs 2/ 4 vs 4)
3.Custom Base

11. Features of Individual game modes in free
version

12. Features of Single player missions:
• Cover authenticbattle hardened landscapesIran,Vietnam,Pakistanand many
others in different terrain.
• Unique single-player squad- based combat
-use your brothers(in-built)to gain a tacticaladvantage!
-Employ their diverse abilities:Air strike,RocketLaunch,Mortar Fire,Sniper and
many more.
-Upgrade them intoseasoned soldiers:damage ouput, abilitycooldown,HP pool,
Aoe abilitydamage and more!

13. Features of Online Multiplayer
Matches:
-Face of against friends and enemies from
acrossthe world in arbitrarilyset team
matches and establishyour dominance all
over the world.
-Gain boosts and skill points.

14. Custom Base
(Addictive text based automated RPG game with
Ops,Battles,Alliances,Alliance Wars,Total Domination Wars
and lots more)-Build your Base!
-EngageOPERATIONS atvariousparts of the world...capture
the land back and clear out the enemy sectors.
-Build your vast military force(ARMY,AIRFORCE,TANK)with a
large set of units to choose from
-Build up your defense with OUTPOSTS.
-Show off your military power in BATTLES,defeatand
decimate your rivals,destroy their defenses and capture
their resources,gainexperience.
-Upgradeyour Unit captains and defend their zonein
Federation battles.
-Manage your economy to build your income.
-R&D,Millitary Drills and lot morefeatures to build up your
accountand to become the best.

15. So, what you get for free?
• Build new edge weapons and arsenals of war similar to modern day
weapons
• Research on arsenals and not just put coins or boosts to make your
weapons improve but playing other in-built mind games.
• Smooth cover-based 3rd person action with free movement.
• Four campaign missions of various kind demanding various skills like
assault, sniper, siege and stealth.
• Two gameplaymodes to begin with-single player matches( both individual
missions and online PVP matches),Multi-Player (structured PVP matches
arbitrarily set,{not based on the Glicko-2 rating system},2 vs 2, or
4vs4,online,rank-improving matches)
• Custom Base-build your own military base, see others arena and your
ranking across the world.
• Build research facilities and improve your growth of sentry or weapons by
putting in boosts gained from gameplay.
• Unlock gamechanging perks with little royalty(payment/in-app purchases)

16. Features of Premium version
• Advance Base Prime
-You actually get to play in all the features
(ARMY,AIR FORCE,TANKS & lastly SENTRY
TOWER BATTLES)
Feature 1

17. HOW?......
Once you start a duel with another
user/playeryou don't send troops like the
free version but battle face-to -face.
Timer facility 100 sec- ARMY
100 sec-AIR FORCE, ( can be
customizedbased on player preference)
200 sec-Tank
overall unbiased credit score.....
Huge perksand game changing boosts.
Achievements unlocked in this feature is 3x
free version correspondingcustom base
mode.
Huge increasein ranks on winning.

18. Timer
Tank Mode
Air Force Mode

19. Sentry tower
Battles
Army Mode

20. Custom Hack
Additional gamefeature similar to
Hackers(HackersTheGame.com)which can help
playersrecruit hackers and machinery, has it's
own MMO gameplay, it's own ranking system
and boosts. This game feature is connected to
the main FPS game feature and credits or
achievementsearned in this feature will be
added to the playersprofile indicatingthat
player to be a premium version user and will
help gain huge ranks and boosts according to
Custom Hack, gameplayrank.
Feature 2

21. Chat system: Discuss your strategies or your progress
with other playersin the world.
Guild wars-That can help build alliedbig teams to
dominatethe world in variousparameters(can be
customized by player preference and ranking depending
on players),
-Multi-playerand Guild War matches depending on the
Glicko-2 rating system
Ad-free
Other Salient Feature

22. Needs & Wants
• According to researchers at BBDO and AOL,
smartphone users’ most common activity is
“me time”.(Exhibit 1)
• It shows that gamers worldwide will generate
a total of $99.6 billion in revenues in 2016 up
8.5% compared to 2015.
• No specific needs except
entertainment(gaming) ,mostly catering to
"me-time" customer wants.

23. Market Overview
Why the mobile gaming market

24. Everyone Loves Games!
EspeciallyAmericans….

25. Statistics
Region of
operation

26. Region of
operation
• So we focus on
Action gaming, with
a focus on strategy
and little bit of role
playing(notas much
as real RPG games)
which are the
leading market
category by genre.
• We attacha MMO
base with future
intentionof growth
in Chinaand Asia-
Pacific, where MMO
gaming are gaining
market share day by
day.

27. Identifying Market
Segments

28. Target Market
 Demographic(gender) segmentation: Male
 Demographic(age & life-cycle stage):teenagers mostlyin the age 19-24 and
adults in the age group of (25-34).
 We should target USA market in terms of geographic segmentation. After a
stable gain in sales we focus on APAC region mainly China, a growing market
of MMO strategy games.
 Psychographic segmentation:
1.Young men with a sense of thrill and love for
adventure gaming(mainlywar games which involve real sense of fear and
gore),PVP matches, strategy(evoking thinking capabilities) are more inclined to
MMO games of this genre.
2.MMORPGplayers who are bored with the soft
gameplayof RPG and want a touch of intense gore, thrill and action to it.
 Give perks and boosts to those who share our social networking pages to
others(referral).

29. Competitors

30. Some Others
But These Games Are only Multiplayercum
Single player/onlyStrategy Warfare….
One of the
Best FPS

31. Points of Parity:
• build your own army base and customize them according to your needs.
• social chatting facility.
• PVP matches and campaign missions.
• Gaming perks based on player experience and depending upon upgradation to premium status.
Points of Difference:
• 1.Involves quick mind games to help you in upgradation to better gaming for eg., player must play a match of crossword and
gain massive boosts for this game.
• 2.Weekly deathmatch which will be set for a team of fixed numbers competing among themselves depending upon their rank,
which consist massive perks.
• 3.Player profiling-updating of information and achievements of players.
• 4.Monetary benefits for ex., free data or SMS coupons based on achievements.
• 5.Developing an alliance or a big team depending on rank or other potential criteria depending on players, and taking part in
team match.
• 6.Game based coupons for making other players successfully install the game using their referral code.
• 7.Game will have various competitive parameters: not only FPS(first person shooter) PVP matches but also hacking features
similar to that of Hackers

33. Expense Budget Summary
• Marketing expenses are mostly for staff required to
do the marketing activities. The vast majority of the
software tools needed to implement the activities,
such as JAVA, ECLIPSE other IDEs, Analytics, Landing
Page Creation, are available for free. The exceptions
to this are for specific tools like email marketing and
forums.

34. Assumptions
DNU(After Global
Launch)
30000
Prototyping
Phase(months)
3
Timelineto feature
Complete(months)
9
Soft Launch(months) 3
“Fully Loaded” Cost,
Founders
$10,000
DAU/DNU 15
ARPDAU(Less Platform
Fee)
$0.10
Marketing Costs
Soft Launch CPI 2.5
Soft Launch Volume 10000
US Burst CPI 3
US Burst Volume 100000
US Steady State CPI 1.5
Steady State DNU
Paid/Total
25.00%

35. Expenses Months Full Development
Employees 1 2 3 4 5 6 7
Backend 1 $0 $0 $0 $10,000 $10,000 $10,000 $10,000
Client 1 $0 $0 $0 $10,000 $10,000 $10,000 $10,000
Art 1 $0 $0 $0 $10,000 $10,000 $10,000 $10,000
CEO $0 $0 $0 $10,000 $10,000 $10,000 $10,000
Backend 2 $10,000 $10,000 $10,000 $10,000
Client 2 $10,000 $10,000 $10,000 $10,000
UA Manager
Marketing Soft Launch
US Burst
Steady State
Total Expenses $0 $0 $0 $60,000 $60,000 $60,000 $60,000
Revenue
In-game Purchases
Total Revenue
Profit/Loss 0 0 0 60,000 60,000 60,000 60,000
Cumulative Profit/Loss 0 0 0 60,000 120,000 180,000 240,000

36. Expenses Months Soft Launch
Employees 8 9 10 11 12 13 14
Backend 1 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Client 1 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Art 1 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
CEO $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Backend 2 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Client 2 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
UA Manager $10,000 $10,000 $10,000 $10,000 $10,000
Marketing Soft Launch $25,000 $25,000
US Burst $0 $0
Steady State
Total Expenses $60,000 $60,000 $70,000 $70,000 $70,000 $95,000 $95,000
Revenue
In-game Purchases
Total Revenue
Profit/Loss 60,000 60,000 70,000 70,000 70,000 95,000 95,000
Cumulative Profit/Loss 300,000 360,000 430,000 500,000 570,000 665,000 760,000

37. Expenses Months Global Launch
Employees 15 16 17 18 19
Backend 1 $10,000 $10,000 $10,000 $10,000 $10,000
Client 1 $10,000 $10,000 $10,000 $10,000 $10,000
Art 1 $10,000 $10,000 $10,000 $10,000 $10,000
CEO $10,000 $10,000 $10,000 $10,000 $10,000
Backend 2 $10,000 $10,000 $10,000 $10,000 $10,000
Client 2 $10,000 $10,000 $10,000 $10,000 $10,000
UA Manager $10,000 $10,000 $10,000 $10,000 $10,000
Marketing Soft Launch $25,000 $0 $0 $0 $0
US Burst $0 $300,000 $0 $0 $0
Steady State $337,500 $337,500 $337,500 $337,500
Total Expenses $95,000 $707,500 $407,500 $407,500 $407,500
Revenue
In-game Purchases $1,500,000 $1,350,000 $1,350,000 $1,350,000
Total Revenue $1,500,000 $1,350,000 $1,350,000 $1,350,000
Profit/Loss 95,000 792,500 942,500 942,500 942,500
Cumulative Profit/Loss 855,000 62,500 880,000 1,822,500 2,765,000

38. Few conservative assumptions:
• 4 founders spend the first 3 months of development
prototypingfor free (after work/on weekends/etc.).Post-
prototype developmentlast 9 months through to feature
complete,12 months through to globallaunch.
• 7 FT employees (2 client,2 backend,1 art, 1 CEO, 1 UA) by
the point of global launch (avg per-employee expense of
$10k/month)
• iOS only/US only
• 3 monthssoft launch in Canadaat $25k/month,large burst
on globallaunch(330k) and “steady state” marketing after
that for about 30k DNU (25% of DNU is paid),whichwould
put the game in Top 50 Free Downloadedaccording to
Distimo.
Conclusion:$1.5 CPI at the steady state volume in the US, so
break-even marketing on a per-user basis with strong virality
producing the post-globallaunch profits.

40. Pricing Strategy
• The price of the premium version will be $7.00 in US markets
and with a little low say $6.0018 in APAC Markets, where
currency exchange rate is low. This price is sensible enough
and I feel that most 3-4% of early-adopters should convert
themselves to premium version.This data is fixed depending
upon a qualitative research on the data sets gathered from
Google Play Store.
(Top paid Apps in MMO category, google
search and independent blogs)

41. Why This Price?
• In the USA 98% Top Grossing apps offer IAPS
• Here’s How The Numbers breakdown for the
Top Grossing charts for US
USA
%apps offering IAPS 98%
% apps using
paymium model
2%
% apps using
freemium model
92%
Total number of IAPs 1671
Lowest IAP price $0.99
Highest IAP price $299.99
Median IAP price $8.99
Average IAP price $19.11
% of apps with 10 or
more IAPs
69%

42. Let’s have a deeper look…
Let’s dig into the popularity of different price points for US market.
• In the USA there were 57 different price points used for IAPs for the Top Grossing apps.
On a scatter chart IAPs in
USA market lookslike
this.

43. When
converted to Pie
charts : The
most popular
price pointsare
$4.99 and
$9.99.
So we take
the safe
weighted
average!
($4.998*0.16
+$9.99*0.13)/
0.29=$7.23
& $6.018 for
lateron
Indian &
asian markets
due to a slight
different
market
=$7approx

44. Services

45. Incentives
• For Free Version
 Game Boosts in case of Referrals eg ., sharing your referral code to others for
downloading.
 Installationvia Referral Code i.e., inputtingyour invitationcode will unlock new levels.
 In-Built mind Games(In-games) to play for perks.
 Connect via any account …convenient

46. For Premium Version
 Inclusion of complete new Gameplay
“Hackers” which can add skill pointsthus
increasing level
 of players.
 Ad-Free
 Get to play all the modes in one-on-one
battle in PVP matches-Tank, Airforce, Army,
Sentry Tower Battle.
 Chat system: Discuss your strategies or your
progress with other playersin the world.
 Referrals

47. Brand Positioning
• Positioning will be done on the core values of
excitement or adrenaline gaming giving a
chance for people to socialise and form strong
teams to dominate in the world and get
boosts and perks in terms of better gaming
experience and money.

48. Product
• World War III is a challenging gameplay with all types of weapon
category and locationplay.
• It also includes variousmodes of playincluding CustomBase which gives a feel of
strategy based RPG to gamers.
• It’s product speciality lies in the fact that it gives gamers opportunityto fight one-
on-one basis like First PersonShooter along with expansion of base, rankingsand
economy by unlockingnew levelsor In-App Purchases.
• No flexibilityin bypassing gameplay(Boss Fights) by means of In-app purchases so
that it gives consumers 100% skill based gaming experience.
Value
Proposition

49. Why Challenging Gameplay?
• American gamers prefer games that are very challenging-Americangamers are
more likely to make in-app purchases to unlock new levels than to beat tough
levels. So IAPs /perks in case of by-passing tough levels will not work for
Americans,unlike the Asian marketplace.
• American Gamers 69% more likely than Korean gamers to make in-app to unlock
new levels, and Korean gamers are 60% more likely than American gamers to make
in-app purchases to beat tough levels.

50. Exhibit 6

51. Distribution
• Google Playstore & IOS platform(IOS first)
• Tasting-Launchour apps on devices ,and then
we export our apps for
tasting(iOS,tvOS,watchOS),submit them for
tasting to beta-tasters on Google play.
Distribute my Hybrid app to end-users via
AppBuilder or other efficient software tools.

52. As we can see from this
old data set that
increasing number of
developersare relying
on androidapp store for
publishingtheir apps,
Competitionin IOS
markets are decreasing
with better opportunity
in a more narrow
segmented niche`.

54. Marketing Communications
• Build a social community on Facebook and Twitter, post good qualitycontent and
make the audience feel part of something.-The focus here should not be on
getting new customers/users, rather it should be on interacting with your
community of users.
• Ask for reviews from websites that do app reviews and from YouTubeChannels
that do app reviews. We shall send them an email, or we can send them a message
on social media, or both.
• Seek out app contests that the users vote.
• The best ASO or SEO as possible as technicalsupporter. We will put keywords that
people frequently search while looking for an app (gaming app).Use sites like
AppAny and SearchManto help me find the right keywords
• Reach out to influencers(Good Bloggers and industry experts) that are interested
in yourapp and ask them to share yourapp on social media or on their blog. We
have to send mail one by one with personalizedpitches.

55.  Custom Landing Page –www.WorldWarIII.com
 Facebook Ads (Both NativeAnd Targeted Ads)
 Submission of fully complete with good interface app in Google’s Playstore.
-Google’s Play Market Algorithm will take app higher if users rate well in the initial
stage.
 Submission of Apps to MultipleStore at first stage of penetration.
 Promotion through third-party reviews. Like androidtapp.com, pcworld.com,
AndroidCentral
 Promoting through free content- MobileStartupz.com
 Usage of Social Media-Stumbleupon, Reddit
 Press Release, Submission to platforms like Producthunt
 Google’s Ad-Mobs monetize your app and maximize revenue.

56. In-App Communication
• Push Notifications: Encouragedesired key actions
(particularly among lapsed users) with action-
oriented messages thatdirect your audience back
to the app.
• Email: Connect with users beyond your app by
sending richer content,images and multiple call to
action that are far reaching without being
intrusive

57. • In-app messages-
Nudge users toward
their next key action and
drive in-app discovery
through native
messaging that doesn’t
disrupt the app
experience

59. App Launch In IOS platform
App Testing by Expert beta
testers, game experts and
word of mouth to Influential
bloggers.
Implementation of
ASO and SEO for promotion of
landing page, Fb &Twitter ads,
Youtube videos.
App updates, Expansion to
APAC markets after first
success. Extensive review of
our app through various
channels for further
improvement.
Performance evaluation,
Expansion of team.

61. • A rating system to ensure qualityof
gameplay,graphics, UI, Support
system
Feedback
• Continuoussurveys to improve app as
per the changing trends and demands.
• Continuousmonitoringof app download
and revenue source indicator.
Surveys
• An active PR team to look into any
grievances/queries of the users
Public
Relations

62. Other Success Metrics
Other key metrics we will measure to monitorour success are as follows :
• Number of speaking engagements
• Five star game reviews
• Industry awards
• Number of games developed
• Number of game feature libraries created
• Number of deals with channelpartners
• Email list size
We also pay attention tothe number of tweets we make and the number of followers
on twitter as well as the number of Facebook fans.

63. Prototype Games Ltd., is a small company with very focussed
aspirations. Our team is comprised of two unique individuals
who have a solid background in mobile communications,
Backend & Frontend development and marketing. Together
with a team of local ad international software development
staffs, we are able to market a wide array of unique mobile
games that provide an experience that other gaming
companies do not.

64. Exhibit 1

65. Exhibit 4 & 5

66. Exhibit 4 & 5

67. In-App Purchase Motivators, by
Country
0
5
10
15
20
25
30
35
American Gamers
Chinese Gamers
Korean Gamers
Exhibit 6

68. This presentation is created by Soham Mondal
of Jadavpur University during a marketing
internshipunder Prof. Sameer Mathur, IIM
Lucknow