Z MARKETER_ RELEVATION M PROPOSAL

TILL
 AGENDA
MARKET OVERVIEW

PRODUCT ANALYSIS

COMPETITORS ANALYSIS

CUSTOMER PROFILE

COMMUNICATION STRATEGY

MARKET-ENTRY STRATEGY

BUDGET ALLOCATION

REFERENCES
 SEA Gaming Market Overview
Regional Market Size & Forecast Population & Distribution Spending Power & Trends

$4.4 Billion (2019) 82% of the Southeast Asia`s urban More than half of SEA`online population
16% Year-on-year growth online population are gamers spend
Men are more likely to spend money on
$3.1Billion (2019) of the 2019 • 80% mobile
revenues which Mobile games than women
constitutes • 69% PC • 56% Men
70% of the market • 57% console • 44% Women

250 (2020) 95% paying gamers spent on in-game

mill Total online gamer items of virtual goods
market

Market Trends
83%
77%
o The number of mobile gamers in the region will increase to 250 million in 2021,
75%
64% 63%
while the total number of gamers will rise to 400 million. 50%
o The most successful games are based on social interaction or team-based
gameplay. More than 60% of the audience prefers to play with friends.
o Strategy games are the most popular genre in the region. Approximately one third
of players on each of the platforms play strategy games
o Worth considering localization for each country individually, since the level of Mobile Console PC
proficiency in English varies from region to region.
Male Female
o Many governments in the region are offering support to the video games industry
and are creating conditions to facilitate its growth. This policy is helping to attract The percentages of players from the total urban
new talent to the industry and aid its development. population for various countries in the region
Global RPG and MMORPG Gaming Market:

• The global role playing games market reached a value of nearly $15,793.3 million in 2019, having increased at a
compound annual growth rate (CAGR) of 6.84% since 2015, and is expected to grow at a CAGR of 9.22% to nearly
$22,471.3 million by 2023.

• The MMORPG market was the largest segment of the role playing games market segmented by type of game,
accounting for 39.8% of the total in 2019. Going forward, the MMORPG segment is expected to be the fastest growing
segment in the role playing games market segmented by type of game, at a CAGR of 10.7%.

• A 2019 survey by GameStart found that 60% of Southeast Asian gamers prefer to play with friends (cái này là
MMORPG lun), 56 and many of the region’s top-grossing titles and genres over the years feature social elements and
team-based gameplay
POTENTIAL TARGET MARKET INDONESIA
GOVERNNMENT SUPPORT
• The government of Indonesia in general seems to be most interested and
involved in gaming related events, with high level officials who recorded to
attend gaming events and stating their support to the development of gaming
and esports in Indonesia.

POPULATION & STATISTICs

• 250 million people Indonesia is a country with the 4th largest population in
the world
• The world’s fourth largest number of internet users more than 171
million citizens connected to the internet

• 83 million smartphone users, 60% of its population is currently

between 15-54 years old, and its GDP per capita (PPP) is $14,800, all of
which set the stage for the country to be both an important market for
gaming and esports as well as a rising player in the industry.

MARKETSIZE: SPENDING POWER & TRENDS

Mobile game genres in Indonesia in 2019
• Role Playing: 3.50% (downloads) ; 20.60% (revenue)
• Mobile Games by Indonesian publishers have an average of 159.31k
downloads. Overall they get more downloads than the average of all
mobile games which is 503.31k.
• 41% of gamers, in fact, are willing to buy in-game items in the strategy genre.
• 80% of Indonesian gamers play once to several times a day, with over half of
respondents having seven or more games installed.
• About 54% of Indonesian respondents have three or more games installed and
46% of gamers download games several times a week.
• 24% of respondents spend an hour gaming while the average mobile gamer
spends 11-20 minutes ‘snack sized’ playtime per session.

CHALLENGES:

• Less than 15% of Indonesians understand English.

• The majority of Indonesians are Muslims, and this should be taken into account
when entering the market.
• Members of the older generations in Indonesia particularly still see gaming as
negative or damaging. There are also calls to limit children’s gaming time
POTENTIAL TARGET MARKET PHILIPPINES
GOVERNNMENT SUPPORT
An organization called Game Developers Association of the Philippine (GDAP) is
to promote the country’s game development industry.

SPENDING POWER & TRENDS

• 74% of the Philippines’ online population play games on mobile

• 80% of the country’s paying players have made in-game purchases in the
last six months.
• 42% of women and 35% of men spend money on in-game purchases
(mainly on boosters).
Popular genres:
• Strategy
• Puzzle
• Action POPULATION
The games market in the Philippines, whose 43 million gamers spent $572
million on games 2020.
This makes it the world’s 25th-biggest market by game revenues, as well as
a key driver of Southeast Asia’s overall games market.

MARKETSIZE:
Revenue in the Mobile Games segment is projected to reach US$1,049m in
2021.
Revenue is expected to show an annual growth rate (CAGR 2021-2025) of
8.46%, resulting in a projected market volume of US$1,452m by 2025.
In the Mobile Games segment, the number of users is expected to amount to
36.8m users by 2025.
User penetration will be 27.6% in 2021 and is expected to hit 31.5% by 2025.
The average revenue per user (ARPU) in the Mobile Games segment is
projected to amount to US$34.23 in 2021.
 PRODUCT

Significant Features
Ancient Chinese, fantasy themed high-quality graphic design
=> Player will find pleased and eye-soothing when playing
Limited daily missions
=> Player doesn’t have to try hard in this game. It’s all about
exploring. Plus this feature makes the game suitable for
users who don’t have too much time for gaming
Various activities makes the game more exciting, more fun to
play

Weaknesses
✓ Too many competitors on the market
✓ Hard to get feedbacks from customers since if they don’t
like the game, they would just simply delete it
✓ The IP is low in these countries

Strengths
✓ Doesn’t take much time each play session
✓ Available on many platform (IOS, Android, PC)
✓ Little local competitor
✓ Community of mobile game lovers
 COMPETITORS
Genshin Impact Lineage 2 Revolution Dragon Raja Black Dessert
Year Released 2020 2018 2019 2014
Archosaur Games, SZN Interaction
Developer miHoYo Netmarble Neo Pearl Abyss
Entertainment
System
High configuration Medium configuration High configuration High configuration
requirements
PlayStation 4, Xbox One, PlayStation 5,
PlayStation 4, Nintendo Switch, Android,
Platform Android, iOS Android, iOS iOS, Xbox Series X and Series S,
Microsoft Windows, PlayStation 5, iOS
Microsoft Windows, Android

Genshin Impact takes place in the fantasy world
of Teyvat, which is home to seven distinct
nations, each of which is tied to a different
element and ruled by a different god. The story
follows the Traveler, who has traveled across
Storyline countless worlds with their twin siblings before
becoming separated in Teyvat. The Traveler
travels in search of their lost sibling with their
companion Paimon, all the while becoming
involved in the affairs of Teyvat's nation
The main character's battles against evil
to protect the world. L2R has many game
modes and many events by day, week or
month along with a rich PvP system
named as arena, defense, siege to guild
battlefield...
The game context is modern combined with
tradition, a mixture of east and west. The game
is based on the plot of the novel Long Toc
Fantasy, which is the war of 3 factions: human
race, dragon clan and dragon human. Players
will be immersed in the storyline of Dragon
Raja, explore the distinct culture of each race
as well as return to ancient times but
combined with mechanics and machines.
The world of Black Desert is divided into
two countries, the Republic of
Calpheon and the Kingdom of Valencia.
These two countries compete for black
stone, a vital source of energy for both.
The story takes place in the game is the
never-ending war between the two
countries, when both are devastated
and many people are sick. Players will
write their own story when participating
in Black Desert.

Unique game play Lots of free features New gameplay Diverse character system Semi-
Lots of features Diverse game context Many game mode nontarget style, Realistic game sound
Multi-language support Deep gameplay Encourage players to interact with the Great combat system
Strength
Creative combo community
Collaboration with DC Comics Semi-nontarget fighting style bridges the gap
between players
Slow plot Huge gap between paid and nonpaid Combines too many console game High cost game pay to win,
Try-hard attitude required users, between newbie and characteristics into an open world that is both requires many skills, Complicated
Weaknesses Pay to win Hard efforts required swordplay and modern effects mess the game up, Completing
Average: > 4 hours/day game tasks take up most of the time
 COMPETITORS

Geshin Impact and Lineage 2 Revolution are Revelation M's top

competitors and alternatives
 TARGET CUSTOMER PERSONA
GROUP A INFLUENCE GROUP B
Attitudes:
Attitudes:
• Enthusiastic, excited for new experiences
• Old-fashioned • Love to share valuable things and tips to people around
• Likely to be affected by the crowd effects Behavior:
Behavior: • Proactive about bonding, hanging out
• Don’t play game that often • Have the habit of playing mobile games whenever feeling stressed at work
Usage rate: Low • Tend to share cool things with their friends and coworkers
Usage rate: Very high, several times a day
Usage rate

Attitudes: Attitudes:
• Not interested in trying new things • Open to new experiences
• Hold bad beliefs against gaming • Not proactive about sharing with friends, but are ready to share
Behavior: when being asked
• Rarely play any mobile games Behavior:
• Usage rate: Low • Have the habit of playing mobile games to relieve the stress
Usage rate: Very high, several times a day

GROUP C GROUP D

Customer Acquisition Strategy

From 4 customer segments, we suggest targeting GROUP B which has a big impact on people around them as well as
having a habit of playing mobile games as a way to relieve stress. This segment will invite co-workers and friends to
play with them instead of playing alone.

DEMOGRAPHIC INFORMATION
➢ Age: 25-35
➢ Office workers
➢ Above average income and
willing to spend money for
entertaining
SOCIAL MEDIA PREFERENCE
49% of millennials have taken time off
work for mental health reasons
42hrs/week Millennials average
working hours
30% Asia Millennials feel unsatisfied
with their work-life balance
TARGET CUSTOMER PERSONA
DRIVERS BARRIERS
• Beautiful, realistic character • Lack of time for video games
graphic design • Lack of motivation to start a new
• Advertisements on Youtube, game from the beginning if playing
Facebook, OOH, e-news websites,... alone
• Influencers, KOL
• Friends & coworkers
ONLINE BEHAVIOUR BENEFITS SOUGHT
• Tech-savvy • New experiences
• Play mobile games for at least half • Entertainment
an hour everyday • Stress-relieving activities when
• Play games several times a day, feeling stressed out
especially at work • Productivity
FACT
Millennials are considered an ANXIOUS GENERATION, which is often attributed to:
➢ An obsession with technology
➢ The pressure of attempting to fit into a social media-driven world
➢ Success pressure from overbearing parents
➢ Pressure from instability
 TRUTH MOTIVATION
Millennials are a highly anxious generation.
Millennials need to de-stress and find
They are under a lot of pressure. At work, they
motivation to return to work in a better way.
are frequently stressed.

INSIGHT
“Daily work-related stress and life pressure leave me discouraged.
In my hectic life, I need a temporary resolution to reduce stress, recharge my spirit,
boost my mood, and re-balance my life”
BIG IDEA
STRESS-FREE YOU IS ONE CLICK AWAY

KEY MESSAGE

Revelation M is a solution to boost your mood immediately

 COMMUNICATION STRATEGY
PHASE 1 PHASE 2
RELEASE GAME (30 days) AMPLIFICATION (90 days)

Mission Raise awareness of the game. Increase game downloads

Trigger potential users’ curiosity Customer retention
Increase customer conversion rates
Build a daily gaming habit
Get people to share the game with their friends and family

Main activities TVC (Imply the Big Idea of this campaign: Stress-free you is Create a new character based on the brand ambassador in each
one click away) country.
Sign up with a celebrity in each country as game ambassador
Scene 1: In the workplace (office), a lady is attempting to Add a character option that looks like the ambassador in each
finish her job, but she is frustrated and weary, so she country
decides to play a video game instead. Eg: Son Tung-MTP will be the ambassador on Vietnamese
Scene 2: The girl turns into a character in the Revelation M servers, therefore the game will have a character who resembles
game. After that, all the fanciful adventures and touching him. Indonesian servers, similarly, will have a distinct personality
love stories of the characters happen.
Scene 3: A guy shows up to interrupt her. At that moment, a
notification of Revelation M starts ringing. It’s the phone of
the lady. The guy clicks on the app game and their life
changes. The happy adventures of the game start again.
Scene 4: In the end, all the staff are playing the Revelation M
game. The players become so absorbed in the new world.

Support activities Sponsorships, Influencer (gamers, streamers, youtubers, OOH, Influencer (gamers, streamers, youtubers, bloggers), Paid
bloggers), Create social online presence (website, Facebook Ads (FB, GG, Youtube, VNG games), Email campaign
fanpage, community group), Paid Ads (FB, GG, Youtube, VNG
games), OOH, TVC, Email campaign
 MARKET ENTRY STRATEGY

IDEAL CUSTOMER
Millennials, from 25 to 35 years old, watch nearly six hours of gaming content each week. This
audience is also actively engaged in supporting video game creators. Millennials spend more on
donations than they do on subscriptions

BEHAVIOUR
➢ 40% of Millennials experience stress every day

➢ They’re most likely to become loyal to brands that are making a social and environmental impact beyond their products.

➢ This generation is more likely to err on the side of being coupon- and thrift-savvy.

➢ They are more likely to make purchases online than at a physical store.

➢ Millennials are likely to stick with brands that are community conscious and compassionate about issues; often being
mindful of the environment and showing interest in companies that show an interest in social causes

WAY TO WIN IN CUSTOMER MIND

➢ Determine the right channel & message Facebook, Youtube
➢ Bridge the gap between customers through: KOLs, Influencers
➢ Attract interest, engagement with Ads, Out Of Home and TVC (be much more
meticulous and corrugation chau compared to the other forms)
 MARKET ENTRY STRATEGY
WAY TO WIN IN PRODUCTS
- Personalized Message:
• Using the names of customers in email marketing of “Thien Du Mobile” game
• Segmenting email lists is essential to getting the results (Each of customers and subscribers are unique, with different wants and needs)
• Sending out personalized reports for customers
• Reward loyal customers
- Be where customers are to dig into understand customer lifecycle and engage with them across Sponsorships and reach out to various channels, such as
website, social media, messaging apps, mobile, etc.
- Deliver personalized experience with live engagement with Influencers and Streamers. By that way, “Thien Du Mobile” can gain customer trust and loyalty
to the game and also guide customers in their playing journey.
- Maintain consistent brand experience by building a strong association between your core messages and values and the visual elements of your brand and
also sets your brand apart from the competition.
- Trying to understand customers needs to know details such as their lifestyle, occupation, and interests.
- Acting on customer feedback improves the customer experience and thus game performance:
• Analyze customer feedback and segment it into categories
• Transfer the feedback to the right teams to improve it
• Reach out your customer’s post survey

TURN COMPETITOR’S CUSTOMER INTO “THIEN DU MOBILE” GAME

• Win in the Millennials segment where the game can create more value relative to competitors.
• Promote the desirable and unique qualities that make the game stand out in a crowded market.
• Have a higher habit-forming potential
• Creatively designed and the gameplay should flow smoothly and the characters well developed.
• Refer-a-friend schemes to advocate their brand.
• Spend some time researching new trends in the gaming industry and in SEA.
 BUDGET ALLOCATION SUGGESTION

PHASE 1 (30%) PHASE 2 (70%)

Main activities 10% 30%

Support activities 20% 40%

BUDGET ALLOCATION ACROSS COUNTRY

10%
25%
10%

Indonesia and Philippines are two most

potential countries in SEA market
20% 10%
Thailand is the country with the highest game
revenue in SEA market
25%

Indonesia Malaysia Philippines Thailand Vietnam Singapore

 REFERENCES

1.Role Playing Games Market -By Product (Massively Multiplayer Online Role-Playing Game (Mmorpgs), Action-Based Rpgs, Turn-Based
Rpgs, Puzzle Rpgs, Tactical Rpgs), By Platform (Pc Rpg, Mobile Rpgs, Console Rpgs), By Distribution (Online Microtransaction, Digital,
Physical), And By Region, Opportunities And Strategies – Global Forecast To 2030
[ link: https://www.thebusinessresearchcompany.com/report/role-playing-games-market]

2.Gaming in Southeast Asia: The Playing, Spending & Viewing Behavior of a Fast-Growing Games Market
[link: https://newzoo.com/insights/articles/southeast-asia-games-market-esports-game-streaming-spending-playing-engagement/]

3.Brand in action: How ONE Esports helps brands build authentic relationships in esports
[link:https://www.warc.com/newsandopinion/opinion/Brand_in_action_How_ONE_Esports_helps_brands_build_authentic_relationship
s_in_esports/4339 ]

4. A Behavioral Analysis of Mobile Gamers:

[link:https://drive.google.com/file/d/1CkeTdQNNdfTvotHdPfcruLz8hHYfuhf5/view?fbclid=IwAR2rFIJidyBVkrCLGy3xxaHXLOOZnsg0q10TIO8N
S8v0UkWdsZqlN0rtBKs ]

5.SOUTHEAST ASIA GAME INDUSTRY REPORT 2021

[link: https://mdec.my/wp-content/uploads/SEA-Game-Industry-Report_Final.pdf]

6.THE PROSPECTS OF THE GAMING MARKET IN SOUTH-EAST ASIA IN 2021

[link: https://allcorrectgames.com/insights/the-prospects-of-the-gaming-market-in-south-east-asia-in-2021/ ]

7.The Rise Of Mobile Gaming In Southeast Asia

[link:https://www.inmobi.com/blog/2021/03/01/the-rise-of-mobile-gaming-in-southeast-asia]
THANKS FOR
READING