Though I failed to get the job as a product manager for SEA region after more than 10 interviews and hundreds of e-mails exchanged over a 6 months period, I still would like to share this slide that helped me get to the very last stage of the interview.
I made the slide within a week between interviews based on the request of the hiring manager to come up with a hypothetically scenario to launch a new product for Riot Games. The idea was to basically understand your skill-set and thinking process. And, of course to have something more solid to initiate a better communication during the interview process.
Anyways, I hope this helps if anyone is interviewing for a similar gaming company.
For more information, visit: www.adriancrook.com
This is a sample teardown or game deconstruction based on Supercell's Clash Royale. What is a teardown? Read on for background or drop us a line on how you can learn more: www.teardownclub.com or www.adriancrook.com for our full suite of services.
At all major game developers, product managers regularly produce teardowns. A teardown is an in-depth analysis of a competitor’s product, designed to highlight what can be learned. Product managers then pass these teardowns on to their internal development teams to help them make better products.
The industry term for this analysis is Teardown, and if you’ve never heard that before, it’s because the information Teardowns contain is so valuable that they are rarely shared publicly.
Teardown Club is AC+A's leading edge competitor analysis that your product management and design teams need to make profitable games.
WHAT DO OUR TEARDOWNSCONTAIN?
A teardown is usually delivered in PowerPoint format and contains the following:
Executive Summary
Monetization Features/Economy Breakdown
Context/Background/Genre Competitors
Retention/Compulsion Loop Breakdown
Core Loop Analysis
Viral Loops Analysis (if applicable)
First Time User Experience (FTUE) Overview
Summary with Key Takeaways
A teardown is laser-targeted to divining the valuable lessons from a product. Everything from the latest retention mechanisms to the highest converting monetization implementations - and beyond.
Large publishers have entire worldwide product management groups whose job is to produce teardowns and share this knowledge with their worldwide studios, ensuring their products beat the market.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
For more information, visit: www.adriancrook.com
This is a sample teardown or game deconstruction based on Supercell's Clash Royale. What is a teardown? Read on for background or drop us a line on how you can learn more: www.teardownclub.com or www.adriancrook.com for our full suite of services.
At all major game developers, product managers regularly produce teardowns. A teardown is an in-depth analysis of a competitor’s product, designed to highlight what can be learned. Product managers then pass these teardowns on to their internal development teams to help them make better products.
The industry term for this analysis is Teardown, and if you’ve never heard that before, it’s because the information Teardowns contain is so valuable that they are rarely shared publicly.
Teardown Club is AC+A's leading edge competitor analysis that your product management and design teams need to make profitable games.
WHAT DO OUR TEARDOWNSCONTAIN?
A teardown is usually delivered in PowerPoint format and contains the following:
Executive Summary
Monetization Features/Economy Breakdown
Context/Background/Genre Competitors
Retention/Compulsion Loop Breakdown
Core Loop Analysis
Viral Loops Analysis (if applicable)
First Time User Experience (FTUE) Overview
Summary with Key Takeaways
A teardown is laser-targeted to divining the valuable lessons from a product. Everything from the latest retention mechanisms to the highest converting monetization implementations - and beyond.
Large publishers have entire worldwide product management groups whose job is to produce teardowns and share this knowledge with their worldwide studios, ensuring their products beat the market.
Nintendo wants to target the ever growing big market of mobile games through its newest offering of “Super Mario Run” on IOS and Android platforms. The Super Mario game is not a new concept, but this game is released for the first time as a mobile app. Earlier this year, the release of the Pokémon Go app took the world by storm. The app quickly became the most downloaded app in history, and commanded a record audience of 45 million daily players. However Super Mario Run broke all records with its release on iTunes, Apple's platform in mid Dec 2016 with 2.65 Million downloads on the first day itself. Nintendo offered players to stop by their local Apple store before launch to try the game. Apple sold its billionth iPhone summer of 2017, leaving the app available to every user. This app not only boosted sales, but also introduced new people and the younger generation to the company, as well as its iconic characters. Nintendo increased its brand awareness among mobile app users. However, faced negative feedback from older generation of gamers on game features. In order to leverage current offerings and successfully expand into the mobile gaming industry this digital marketing plan provides suggestions on Nintendo's, Super Mario Run mobile game.
Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.
Joyixir is an indie game studio. This is our pitch deck to investors and we present ourselves with this file. Take a look and don't hesitate to ask anything. Maybe it can help you too.
Esports Playbook: A Guide for Brands and MarketersEsports Group
This report sheds light on core tenets of the eSports experience – which are fundamental to competitive video games. The goal is to aid formation of clear strategy for branding and marketing in eSports. The motivations for eSports participation – from content consumption patterns to reasons for engaging – hold huge implications for how to connect with its consumers.
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct School
The presentation covered the principles of product management for free-to-play games. Games have taken a live product mentality in the last few years, and PM's need to be able to combine design, data, and marketing to drive important KPI's.
Bullet points:
- What the important revenue and retention KPIs for games are
- How to decide what new features to add to gaming products
- What a successful A/B testing looks like in the gaming space
- Ad supported games
- Case studies: examples of successful feature releases in the gaming industry
This whitepaper is about the esports industry globally and in Indonesia.
The esports industry is growing rapidly in Indonesia. Esports has attracted a tremendous number of young audiences. It brings huge potential to engage a big audience and get monetize from it.
Hyper-casual in a Hypercompetitive Market - VoodooGameAnalytics
This talk is from the event 'The Arcade (R)Evolution: Making Hit Casual Games with a Focus on Hyper-Casual'. To see more details about our events, follow us on Meetup here:
https://www.meetup.com/mobilegamesdev/
About this talk:
In this talk, our audience learned just what exactly is Voodoo’s development approach, what their publishing agreement is, what metrics they care about, and the journey of a viral hit (looking specifically at AquaPark).
With free-to-play games, you need to plan your live operations strategy as carefully as you plan your game. Learn how to use in-game events and promotions to drive retention and monetization of your game.
Breaking the Rules of Idle Game Design in Trailer Park Boys: Greasy MoneyDave Rohrl
Trailer Park Boys: Greasy Money is a highly successful mobile idle game that leverages a niche brand. Learn how and why we broke the rules and doubled the genre's typical revenue.
Finding Potential for Monetization in Social Casino | Michal WitkowskiJessica Tams
Delivered at Casual Connect Europe 2016
Social casino players' behavior differs from that of other casual gamers. The presentation aims at showing these differences in terms of the most important monetization and engagement KPIs, with an extra focus on Facebook players. The data from the analysis is then used to infer about potential business strategies that can help in getting more loyal and higher-paying players in social casino games.
Personalisation as the key to optimising your game's revenue & LTV.GameCamp
What are good and bad approach towards personalisation based on the data? How to use personalisation to improve LTV in mobile games. Good examples of personalisation in mobile games.
Game Design - Monetization
The Deck covers some of the basic aspects and mechanisms of social game design. This is the 1st out of 4 decks, covering the aspects needed for amplifying MONETIZATION among players and users
The series includes 4 chapters: Engagement, Virality, Retention, Monetization
Mobile games that scratch the humor itch. We create and publish humorous mobile games by partnering with world-renowned brands and top developers in their genre. This enables us to launch games cheaper with increased probability of becoming a Top 100 earners in the app stores.
Data & trends 2014 the digital games industry in review joost van dreunenMary Chan
Now, one year into the new console cycle, is a great moment to assess if and how the games market landscape has changed. The transition to digital has opened up new opportunities in the form of emerging markets, post-launch commercialization and licensing, But it has also created a lot of insecurity as game companies struggle with the rising cost of marketing and a growing influence of big publishers on the industry. In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead. As always, the audience will leave with a permanent +2 modifier on all Industry Intelligence rolls.
Intended audience & prerequisites: In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead.
Session takeaways: Attendees will receive a detailed overview of the current digital games market, key drivers and trends, and how this affects their business. The presentation contains extensive data and research on the games industry.
Joyixir is an indie game studio. This is our pitch deck to investors and we present ourselves with this file. Take a look and don't hesitate to ask anything. Maybe it can help you too.
Esports Playbook: A Guide for Brands and MarketersEsports Group
This report sheds light on core tenets of the eSports experience – which are fundamental to competitive video games. The goal is to aid formation of clear strategy for branding and marketing in eSports. The motivations for eSports participation – from content consumption patterns to reasons for engaging – hold huge implications for how to connect with its consumers.
Product Management For Free-to-Play Games w/ AC&A's Senior PMProduct School
The presentation covered the principles of product management for free-to-play games. Games have taken a live product mentality in the last few years, and PM's need to be able to combine design, data, and marketing to drive important KPI's.
Bullet points:
- What the important revenue and retention KPIs for games are
- How to decide what new features to add to gaming products
- What a successful A/B testing looks like in the gaming space
- Ad supported games
- Case studies: examples of successful feature releases in the gaming industry
This whitepaper is about the esports industry globally and in Indonesia.
The esports industry is growing rapidly in Indonesia. Esports has attracted a tremendous number of young audiences. It brings huge potential to engage a big audience and get monetize from it.
Hyper-casual in a Hypercompetitive Market - VoodooGameAnalytics
This talk is from the event 'The Arcade (R)Evolution: Making Hit Casual Games with a Focus on Hyper-Casual'. To see more details about our events, follow us on Meetup here:
https://www.meetup.com/mobilegamesdev/
About this talk:
In this talk, our audience learned just what exactly is Voodoo’s development approach, what their publishing agreement is, what metrics they care about, and the journey of a viral hit (looking specifically at AquaPark).
With free-to-play games, you need to plan your live operations strategy as carefully as you plan your game. Learn how to use in-game events and promotions to drive retention and monetization of your game.
Breaking the Rules of Idle Game Design in Trailer Park Boys: Greasy MoneyDave Rohrl
Trailer Park Boys: Greasy Money is a highly successful mobile idle game that leverages a niche brand. Learn how and why we broke the rules and doubled the genre's typical revenue.
Finding Potential for Monetization in Social Casino | Michal WitkowskiJessica Tams
Delivered at Casual Connect Europe 2016
Social casino players' behavior differs from that of other casual gamers. The presentation aims at showing these differences in terms of the most important monetization and engagement KPIs, with an extra focus on Facebook players. The data from the analysis is then used to infer about potential business strategies that can help in getting more loyal and higher-paying players in social casino games.
Personalisation as the key to optimising your game's revenue & LTV.GameCamp
What are good and bad approach towards personalisation based on the data? How to use personalisation to improve LTV in mobile games. Good examples of personalisation in mobile games.
Game Design - Monetization
The Deck covers some of the basic aspects and mechanisms of social game design. This is the 1st out of 4 decks, covering the aspects needed for amplifying MONETIZATION among players and users
The series includes 4 chapters: Engagement, Virality, Retention, Monetization
Mobile games that scratch the humor itch. We create and publish humorous mobile games by partnering with world-renowned brands and top developers in their genre. This enables us to launch games cheaper with increased probability of becoming a Top 100 earners in the app stores.
Data & trends 2014 the digital games industry in review joost van dreunenMary Chan
Now, one year into the new console cycle, is a great moment to assess if and how the games market landscape has changed. The transition to digital has opened up new opportunities in the form of emerging markets, post-launch commercialization and licensing, But it has also created a lot of insecurity as game companies struggle with the rising cost of marketing and a growing influence of big publishers on the industry. In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead. As always, the audience will leave with a permanent +2 modifier on all Industry Intelligence rolls.
Intended audience & prerequisites: In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead.
Session takeaways: Attendees will receive a detailed overview of the current digital games market, key drivers and trends, and how this affects their business. The presentation contains extensive data and research on the games industry.
The Electronic Entertainment Expo, E3, is recognized as North America’s largest gaming expo of the year and an opportunity for the most established and rising developers, publishers, and manufacturers in gaming to showcase and launch upcoming platforms, games and merchandise.
Over the course of 4 days, we focused on how the evolution of gaming can impact brands, both inside and outside of the gaming industry. As ever, our goal was to find the ways to help brands achieve their business objectives through the benefits offered by gaming’s evolution.
Social game revenue potential, costs, and the keys to being successful in the...Mike Turner
An overview of what the social gaming market is, what revenue games are making in the space, what a social game costs, what the top developers are doing to be successful, and strategies for being successful in the space through proper social game design, good user acquisition strategies, a strong live operation + running you social game as a service, and a few other key tips.
Which markets you should focus on in mobile gaming? Where is the highest LTV versus CPI. Based on Google data. Abstract from presentation from 7th edition of GameCamp
SEA Market Insights and How Not to Waste Your Precious Marketing DollarMaxon Pugovsky
Slides by Don Sim, CEO of influencer agency Madeviral (1500 infulencer in Souteast Asia with 850M followers). Shown on conference Pocket Gamer Connects Hong Kong 2019. Published with author's permission. More about the conference here: https://medium.com/@maxon/17-factoids-on-mobile-games-trends-from-pocket-gamer-connects-hong-kong-2019-1ac8379b1803
The Top Grossing Mobile Games: Dissected and Explained | Nebojsha MitrikeskiJessica Tams
Delivered at Casual Connect Eastern Europe 2018. Take a look at in-depth market research on the Top Grossing mobile games. This research begins with a broad view of the growing mobile market and drills down to the DNA of the top grossing games. Snowball's Game Director Nebojsha Mitrikeski will talk about revenues, genres, game mechanics, economic systems, market trends, long term retention, and engagement, all the way to LTV and live-ops growth. Find out everything you need to know in order to have a chance at launching a successful game yourself!
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
Similar to Riot Games Interview presentation Product launch plan (20)
2. Executive Summary
The plan is to ensure the success of the Riot Games’ first mobile game by leveraging the IP of world-famous title League of
Legends and its beloved characters to enter one of the top-grossing mobile gaming market in the world, Taiwan.
Taiwanese mobile gaming market has grown to a estimation of $1.0B USD by 27% YoY in revenue while declining in total
downloads by 13% YoY. With the highest smartphone penetration rate in APAC, 75.8%, the market is getting mature. This
means the user base is growing slower and being more picky but willing to pay more (or simply their budget is concentrated
into fewer games). This also means each download would be harder to get and more expensive. Despite the challenges
and risks, the top games in the market could earn up to $10-70M USD annually.
Our mission is to provide the same AAA experience to our fans as well as a new adventure to players in the region that
hasn’t experience our games before. This would require streamlining our collaboration with our partner, Garena, to establish
creative marketing and PR plans, highest quality of connections & services & localization and anything to ensure that the
players have the highest level of experience throughout the launch phase.
4. Product Key Features
Concept: Imagining 100 different League characters summoned to an ancient deserted floating island to fight for glory and
honor till the last man standing. Ancient artifacts and weapons scattered around the island awaiting to be taken. Upgrade
these power items by collecting souls shards of other summoners at the Forge. Heal their wounds in magical fountains.
Hide in bushes to sneak attack your opponents. Use these strategically to your best advantages and the BEST Champion
will be you!
● 141 famous LoL Characters
● Battle Royale Gameplay
● Multiplayer, up to 5 players a team
● F2P with IAP, champions/skins
● Low system/connection requirement
● Appealing Visual Effects & Art Style
● Easy controllers and UIs for mobile
6. Ideal User Profile
Teemo
❏ Below 20, didn’t grow up with
League IP
❏ Or Casual Player/ Not loyal to
a particular game yet
❏ Curious and follows the trends
❏ Mobile gaming only
❏ Influenced by friends at school
❏ Influenced by Media/Celebs
❏ Almost no credit cards
Zhaoxin
❏ Age 22-35
❏ Existing League Player/ or
played extensively before
❏ Might not be familiar to
shooters
❏ Has a group of friends/clan to
play together with.
❏ Plays on PC/Mobile
Tristana
❏ Age 18-30
❏ Existing Battle Royale Player
❏ Competitive Player
❏ E-sports enthusiast
❏ Love shooters
❏ Plays on PC/Mobile
❏ Watches streamers play
❏ Value skill level of the game
❏ Has pro gaming peripherals
9. *KOLs,Celebs on TV, Mass Media
*Offline advertisement
*Branding/Peripherals collaboration
*Word of mouth/Viral,
*Cool Contents/vids/Trailers
*Online advertisements
*Featuring by Appstore/Google Play
*Cool People he follows
*Places he goes to
*Friends he hangs out with
*Cool things on SNS/Store
*Streamer she follows
*If the gameplay is exciting
*E-sports tournaments
*substitute when AFPC
*Streamers collaboration, endorsement
*PR: Tournaments/ sponsorship/
*Cross promotion with Free Fire
*Content marketing: Replay Highlights
* Targeted digital marketing on
youtube/FB/twitch
Awareness/AcquisitionPoint of Interest Retention/Referral/Re-engagement Monetization
*Cross promotion with LoL/HoK
*VIP early access/beta keys
*Pre-reg on iOS/GP
*Word of mouth
*Conversion from League Community
*IP Related contents/trailers
*League streamers Collaboration/
endorsement
*Targeted digital marketing on
youtube/FB/twitch
*Offline Events: Cosplay Events, Game
Show
*League related contents
*League Streamers
*Substitute: a mobile MOBA
*Plays with his clan/group
*Events during rush hours, exx: Extra coins
bonus during morning, noon and evening.
Make people see other playing the game
while retaining them on their fragmented
time.
*Push Notification: Reminders/invitation
*Incentivised referral system with FB friend
list/ LINE contacts
*Wiki sites, Stats sites
*Guild system/support
*mid-term goal Tournaments/Ranking
*Progression events/quests
*How to advance/ Tutorial vids
*Live Tournaments
*Fan/Loyalty Program: Playtime related:
unlockable achievements/ items/skins.
*Fan-related contests: FanArt
*FanSites Sponsorship
*League friend list integration
*New Champions
*Pro-gamer exclusive skins
*Peripherals licensing
*e-sports licensing
*Gatcha model
*Flashy Skins
*Taunting emoticons
*Streamers’ exclusive skins
*Classic league Characters
*Classic skins
*official events sponsorship
10. Titles DLs Rev. Launch
Knives Out 2.19M $1.1M 12/21/2017
HOK 1.71M $3.2M 10/13/2016
LineageM 2.84M $40.7M 12/11/2017
HearthSt. 5.68M $1.1M 04/15/2015
I play whatever is
trendy with my
classmates
We’re basically competing for the trendiness and
exposure in this segment with most of the popular titles
that Teemo might spend his time and money on. It will
be crucial to have an eye-catching content marketing, a
tight platform relationship, a cost effective media buy
and classy RP/Branding to associate the title with the
most trendy person/thing at the moment.
The other popular titles are mostly MMORPGs which we
could differentiate ourselves by gameplay. Nonetheless
we will be competing in media buy and exposure.
*PUBG/ Fortnite are not available in TW market
*Knives out and free Fire are there but regarded as
knock-off of PUBG.
*one of the biggest competitor would be HOK by
Garena, substitute for the League of Legends on mobile.
Brand
Trendy
*Trendy: latest style of gameplay on mobile and what’s trending by ranking, the higher the lastest.
*Brand: Branding familiarity in the perspective of players. The more established the farther on the right.
Data: first 3 months after launch, AppAnnie
11. I play competitive
Battle Royale and
love esports
We’re competing here with core Battle Royale(BR)
players in this segment. While most title provide a more
realistic experience, we provide a more fantasy -based
experience with famous League IPs. We’ll be competing
for time-to-market, streamer’s airtime, e-sports events
viewership /sponsorship /licensing deals, and the
perspective from pro-gamers to take our title as The
Tournament for Battle Royale where the best players
compete in and where Fans who be the most excited.
It’s crucial to work with KOLs, streaming platforms,
e-sports agencies and teams to grow an e-sports vibe
and ecosystem to win over Tristana’s favor in this
segment.
*PUBG/ Fortnite are not available in TW market.
*Realm Royal is not available for mobile.
Intense
RealisticSurreal
*Intense: The higher the more intense, due to visual effect, gameplay and e-sport ecosystem: Ceiling of pro-gamer
*Realistic: Real guns/Vests, simulations of recoil, the art visually, etc. Surreal: fantasy, magic and swords, etc.
Titles DLs Rev. Launch
Knives Out 2.19M $1.1M 12/21/2017
Freefire 1.53M $0.28M 01/09/2018
Data: first 3 months after launch, AppAnnie
12. League of Legends
For The Win!
This is the trickiest segment. In IP segment we’re directly
competing with our own title LoL. If we expand IP, we’ll
be competing with IPs that are famous decades ago
overlapping user base. By device, we’re competing with
the LoL mobile substitute HOK, published by our partner
Garena. Although we would be separated by gameplay,
the competition in this segment seems to be mostly
internal.
On one hand, we could have cool IP related contents,
Vids, Arts, Cosplays, etc, or VIP early access/
Pre-Reg/Beta Keys to promote the game and recall
churned users from League. On the other hand, we
could seek cross-promote or convert current users from
League or HOK which might be a double edge for both us
and Garena. Nevertheless, we’re still competing for the
time and money within the same group of fans.
Titles DLs Rev. Launch
LOL(*est) 2.0M $4.0M 10/24/2010
HOK 1.71M $3.2M 10/13/2016
FF XV 0.60M $1.0M 06/30/2016
Marvel FF 0.48M $1.2M 05/01/2015
Data: first 3 months after launch, AppAnnie
IP Popularity
HardcoreCasual
*Hardcore: higher skill level, knowledge required.
*IP Popularity: est. by Fan base, the variety of IP related products, etc.
13. Roadmap
Q4 2018
OCT NOV DEC
Q1 2019
JAN FEB MAR
Q2 2019
APR MAY JUN
Q3 2019
JUL AUG SEP
Tech Training &
Staging
Localization & QA
Marketing
PR
Roadmap
v1.0 Live v1.1 Live v1.2 LivePre-Launch v1.3 Live
Research Planning 1st campaign 2nd campaign 3rd campaign
Announcement Game Show E-sports league
Platform/BD Reveiw Pre-Reg Feature
AB Testing ASO
PR Site
The main idea of the roadmap is to use the end of League of Legend Championship to announce the new product, League Royale. Following the hype with PR/Pre-reg/VIP Beta
keys campaigns with a short phase a closed Beta. We then build the excitement to a peak during the Taipei Game Show where all the media and fans gather. After the game show
we sim-ship on iOS & Android. With no major issues, we go for a Feature on iOS and Android, hopefully within the first 2 weeks of launch. In the mean, we use those users to A/B
Test/Tune our Store Listing. We follow up the featuring with a major campaign of TVC and digital download campaigns to burst our ranking to the top charts Before Chinese New
Years when there’s more money in everyone’s pocket. We then slowly grow the game into the hearts of esport enthusiast for long term growth.
Closed Beta
Planning
14. Plans and Deliverables - Pre Launch + Beta
Concentrating our energy during the pre-launch on building a sound
foundation by identifying and converting our existing customers into our
title. The key plans will be:
Announcement:
PR Blitz after League’s World Championship.
Content Marketing of the new game: Trailers/ Behind the scene, etc.
2 Step Rollout:
League(Garena) Fans First Beta Key campaign: League users/Garena’s VIP
Pre-Reg campaigns for new users on iOS/GP/PR site/online Ads/QR codes
➢ Engineering & QA:
✓ Client & server stability & bug free for Beta
✓ Documentation handover & Training
✓ Backend/APIs/BI integration
✓ Client/Platform pipeline management
✓ Package Review process assist
✓ Plan for scalability with pre-reg data
➢ Localization:
✓ Outsourcing vetting & management
✓ Proofreading & QA
✓ Technical documentation translation
✓ Store listing localization
➢ BD:
✓ Package Review process & schedule ownership
✓ Pre-Reg negotiation
✓ Other resources: offline events, giftcard collaboration,
holiday gifts/special offers
➢ PR & Marketing:
✓ Research & planning for all campaigns
✓ Store listing/client assets
✓ 1st campaign implementation
✓ Announcement News Release
✓ Agencies/production proposal & vetting
✓ Content Marketing of the announcement
✓ PR site
15. Plans and Deliverables - v1.0 Live + Game Show
The plan for launch is simple. We amplify our volume by joining in Taipei
Game Show announcing our launch plans and dates during a press
conference to gain maximum media coverage, player’s attention and social
media virality. And we rapidly build up the volume to a peak with
featuring, mass media commercials while perfecting of ASO with AB testing
in the meantime.
Game Show: Streamers showcase, invitation tournament with pro-gamers,
Cosplays, Fan Events, Game Demo, Collaboration with Twitch/Youtube
gaming, etc. Bring the new game to fans first-hand spreading it via social
media into the community and public.
Press Conference: eye-catching high profile press conference nearby the
Game Show. We showcase the importance feature of the game, have a sit
down with the producer and announce the official date of launch.
Preferably with an endorsement by a celebrity.
Advertisement: TV commercial and online ads would be the most crucial.
On the side, we could also do other offline marketing, such as
MRT/Shopping are takeovers, Cross-promotion with related
FMCGs/Peripherals. Influencer/Content marketing on social media would
also be a popular option. And we sync them with featuring for max output.
➢ Engineering & QA:
✓ Events related implements
✓ Stress, scalability test & preparation
✓ troubleshooting
➢ BD:
✓ Youtube/Twitch Collaboration deal
✓ Feature scheduling
➢ PR/Marketing:
✓ Game show, agency vetting, Pro-gamers, streamer’s
managing
✓ Press conference, event managing, agency vetting
✓ Celebrity endorsement deal
✓ TVC, Concept, production, agency vetting
✓ Online Advertising management
✓ Influencer management
✓ Content marketing production
✓ Offline marketing, design, agency vetting
16. Plans and Deliverables - v1.1 + E-Sports League
With the progression of game and its users, the demand of e-sports
related features/events would grow higher. We’ll launch a ranking system
and Championship League similar to the structure of LoL’s. We’ll then
have a better edge against other BR titles to attract core users.
Championship League: Allocating Prize money $100-200K USD for the
season-end tournament as a promotional method. Motivating players to
start forming guilds and professional teams to compete for the slots.
E-sports marketing campaign: Content marketing, creating contents
about the tournament for players to spread the word and a media to
recruit teammates.
➢ Engineering & QA:
✓ Test and Implement v1.1
➢ Localization:
✓ Localize v1.1
➢ BD:
✓ Develop professional teams to join the Tournament
➢ PR/Marketing:
✓ Online marketing
✓ content production & vetting
17. Projection
revenue
Downloads
1M
3M
● Best case: IP+Gameplay+Monetization
Lineage M’s ARPD= $14.33
● Normal Case: Gameplay+monetization
HOK’s ARPD= $1.87, Knives Out’s ARPD= $0.5
● Normal Case: IP+Monetization
Marvel FF’s ARPD= $2.5, FF XV’s ARPD= $1.6
● Bad Case: IP+Gameplay
HearthStone’s ARPD= $0.19
● Bad Case: Gameplay
Free Fire’s ARPD= $0.18
ARPD doesn’t equal LVT but we can benchmark KPIs and ROIs from
it. Unless, organic users were acquired massively. This could be the
case for Hearth Stone and making it a better case.
*ARPD = Average revenue per download
*UAC ranges from $1.5-5
*First 3 months data
40M
18. Normal case
P&L, KPIs
Monthly Retention 25%-35%
ARPPU Per Month $30-40
Paying Ratio 3.0%-5.0%
UAC $1.8-3.0
Bought Users 878K
Organic Users 699K
First Q Rev $1.04M
Budgets
Advertising $1.85M
Game Show+Press Conf. $0.45M
E-sports Prize + Event $0.30K
19. Risk
The following page will discuss risk assessment and
management in taiwan gaming market within the scope of
a product launch practically. The types like natural
disasters, company bankruptcy, etc, are not covered in
this discussion.
20. Category Item Chance severity Action Plan
Technical Cheating/Hacking Highly
Likely
Serious Avoid
Share
Avoid by encrypting the codes/memory
Hiring a 3rd party anti-cheating/hacking company
Server
Crash/Error/Overload
Likely Moderate Share
Reduce
Share the risk by deploying our servers on a 3rd party cloud service, AWS, etc.
Bringing the service back online ASAP and compensating the users with free gifts.
Critical Bug Slightly
Likely
Serious Avoid
Reduce
Avoid by creating a strict and thorough QA process.
Logging suspicious behavior and locking down exploiters while fixing.
Reputational Bad Reviews Slightly
Likely
Moderate Avoid
Reduce
Reduce
Managing player’s expectations from a PR perspective
Lively and approachable community engagement & management
Reply to each negative reviews and provide customer service.
PUBG Copy-cat Likely Minor Reduce Differentiate the product by promoting unique features/IPs
Demand Lower than expectation Likely Serious Reduce
Transfer
Monitoring Pre-Reg numbers and adjusting investments accordingly
Asking Garena to provide a marketing commitment of certain installs/MAUs
Higher than expectation Slightly
Likely
Minor Reduce
Transfer
Planning for scalability in advance
Deploying on 3rd party cloud service and utilizing its auto-scaling features
Schedule Delay Slightly
Likely
Serious Reduce
Reduce
Reduce
Avoid
Extend the pre-reg & beta period.
Retain a flexibility clause to change dates in marketing deals.
Postpone the press conference.
Providing a longer buffer or an earlier start of each plan.
Legal/Policy Legal Compliance Unlikely Serious Avoid Complying to VAT, Ad-related withholding tax, Privacy ACT, Consumer Protection Law,
Content/Audience Rating and Trademark Reg.
iOS/Google Play Unlikely Serious Avoid Complying to iOS/Google Play’s best practices
Contractual Breach of contract Unlikely Serious Avoid Depends on the contract. make each stakeholder aware of the relevant specifics