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(Z Marketers) Clown Lords - Round 1
(Z Marketers) Clown Lords - Round 1
X VNgame team
Revelation M will be officially launched in 6 South East Asia countries (Vietnam, Thailand, Indonesia,
Philippines, Singapore, and Malaysia) on 12/12/2021
JOB TO BE DONE:
OBJECTIVES:
SEA's game RPG market shows an impressive growth compared to global gaming
market, however faces many challenges.
45.7% #4 While the world game market grows slowly with a growth rate of about 31%/year, the
SEA game market achieved a compound growth rate 45,7% from(Newzoo, 2011)
CAGR from ranked in the world
2015-2019 (Newzoo, 2011)
OPPORTUNITIES THREATS
- The number of gaming players in SEA went up after the
emergence of COVID-19 (grow to 250 million users in 2021) (Jorik,
- SEA gamers preferred to play games with hyper-casual and
W., 2020).
casual games than play-hard games (casual games, puzzles, or
- The industry’s growth in the region is due to the active
arcade games). In the Philippines and Thailand, the figure stands
participation of women gamers (8% of gamers in the at 67%, while in Vietnam and Indonesia, it is 56% (Newzoo, 2011; Newzoo,
Philippines, 47% in Thailand, 44% in Indonesia and 42% in 2020; Rhys, 2020; Jorik, 2020).
Malaysia were women) (MARK. L., 2020). - Many successful role-playing games have taken account of
- SEA countries have been influenced by Chinese culture (Joel, A. SEA countries (Genshin Impact, Lineage 2 Revolution)
2020; Jorik, 2020) . (Vietnam, 2021; Statista, 2016) .
- SEA gamers generally have a positive attitude towards
- Localize the game to each country is another barrier to growth
in-game purchase (in Thailand, 87% of users made some kind of
and scaling of the SEA players (mordorintelligence, 2021).
game purchase; In Singapore, 80% spent money on in-game
items or virtual goods ) (Jorik, 2021; Newzoo, 2020).
Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy
Although Revelation M requires huge phone capacity but there are many key
factors that will motivate gamers in SEA to immerse themselves in the game.
- High-end graphics: Advanced face design system, players can - High-quality gaming product is a trend
physically interact with the environment among SEA gaming industry these days
(Batolov, 2021)
- Game’s world, characters, and concepts being influenced by
Chinese mythology and folklore is favoured and differentiated from - High number of women in China plays
STRENGTHS other competitors Revelation M (Agang, 2021), (MARK, 2020),
- Attract many female gamers in SEA market - The numbers of female gamers in
Southeast Asia account for 40% in 2019,
- European-inspired graphics are well-received by SEA Market in according to Google and Niko Partners.
several countries (MARK, 2020)
- Large phone capacity and high resolution prevents gamers from - Require IOS 5.9 Gb, Android HD 6.5Gb,
downloading or experiencing full configuration services in mobile Android Lite 3.8Gb, PC 10Gb
WEAKNESSES
phones
Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy
- Interactive battles), many features combat, dungeon High friendliness level to free
main quests and
Gameplay gameplay: teamwork (exploring ,trading adventure or epic players with fee model reducing
entertainment quests
challenges with markets)(Pham, 2021) siege mode up to 60 the gap between paid and free
(fishing, skating,etc) (Dang, players
2020) supporting features - Entertaining activities: people at once;
- Can change character (real-time voice calling learning mining, fishing, etc (Bookgrinder, 2018)
(Pham, 2021)
while combating (Gealogo, 2021) system, etc) (properfect, 2021)
WEAKNESS
Friendliness High Low Low Low
Require mobile that has large
level to Users can get items Lots of pay-to-win - Paid players can have an There are paid items
storage and configuration than
Free-to- without paying thanks to items (wardrobe edge by purchasing pets, to progress faster.
most of its competitors (except for
play players gacha system (Rosso, 2021) system, extra skills, etc) special costumes, etc (Abdul, 2020) Free player's speed is
Genshin Impact)
to make characters - There are quests helping longer (Huy Tran, 2021
Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy
Thêm đầu mục chỉ rõ khách hàng ở các nước khác nghĩ thế này về product. Reference 1 số bài review ở
Trung, Đài
Product Platform
Key Issue
Large phone capacity and high resolution prevents gamers from downloading or experiencing full
configuration services in mobile phones
Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy
Experience-oriented
Battle-oriented gameplay
gameplay
Since our strategy is to take the place of Genshin Impact, it is necessary to set
clear and reasonable goals
Objective
Our main customers are 21-35 years old and are attracted or influenced
by Chinese culture
ROOM TO WIN
Emotion
Strategist
Quantify the target segment 2.5%
Area
Gamer
5.5%
⇒ Need: Get away from social pressures from outside world, have the chance to step into magical
worlds and do everything they ever dream of
⇒ Desire: Experienced as a real game character when becoming a part of awe-inspiring gaming world,
freely to explore and immerse themselves in the highly lucrative world of gaming.
Job to be done:
Bringing a fantasy world that meets the needs of gamers to freely dream, explore and experience.
Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy
Each country in Southeast Asia has different characteristics, but they all have
some similarities that helps to find common insights.
Thailand Indonesia Malaysia Singapore Philippines Vietnam
Mobile
76% 67.15% 86,60% 88% 74.1% 69%
penetration (Statista, 2021b) (Statista, 2021f) (Statista, 2021d) (Statista, 2021e) (Statista, 2021c) (Statista, 2021a)
- The cross-culture
- Thai people believe in - Culture is a great country, more open to - Vietnamese value
- Indonesians - Open to Western
enjoying the present factor when new and foreign brand the concepts of
value a sense of culture (csub, 2019)
moment.They tend to communicating - Singaporeans are “khiêm” (modesty) or
belonging to a - The family is the
Characteristics spend on experience - Values like social disciplined, and group “khiêm tốn” (modesty
group basic and most
and instant gratification responsibility and identity and and self-restraint), to
- Muslin culture is important aspect
- Open to Transgenders authenticity are membership is critical maintain harmony (Lab,
important (Lab, 2020a) (csub, 2019)
(Lab, 2021b) essential (Lab, 2021a) for self-perception (Lab, 2020c)
2020b)
POTENTIAL
Volume Users
22,6 32 3,8 100 20,1 13,3
(millions)
86
From our desk research, Thailand, Indonesia,
20.8
33.4
Singapore and Malaysia are the most
16.4
16.8 potential countries in SEA game market
13.3
Thailand, Indonesia, GROUP 1 GROUP 2
Singapore, Malaysia are
the countries with
medium high spending
per person .
To increase the number of downloads and reach many potential players as soon as
possible, we need to focus on Thailand and Indonesia first.
Collection from Raw Data
About Downloads About Revenue
In 2020, the smartphone penetration rate accounted to 77% as
Rank Country Rank Country
a share of the population in Thailand. And in 2020, about 64 %
1 Indonesia 1 Thailand of Indonesia's population accessed the internet from their
mobile phone.
2 Thailand 2 Singapore Fastest Growing in Asia
3 Philippines 3 Indonesia
According to a report
4 Vietnam 4 Philippines published by Niko,
Indonesia and Thailand are
5 Malaysia 5 Malaysia the two countries having
6 Singapore 6 Vietnam #2 #3 the fastest growth in Asia.
(partner, 3AD)
31,3
Even though Singapore and Malaysia have lower
downloads more than Thailand and Indonesia but
they have higher number of revenue per
download. And according to Raw Data,
Singapore and Malaysia are the two country with
5.1 high-medium revenue per download in the total
4.3
of 4 competitors. Therefore, we suggest to enter
2.5 these two countries to compensate for the
1.5 unearned revenue when entering Thailand and
0.88 Indonesia.
Insight
As a grown up person, I have my own fantasy world, and are ready to experience in my own fantasy ways.
But I find it’s impossible to do it. Revelation M is not just a game anymore, but it is the imaginary world
that similar to the place they always daydream in their heads and think it will never come true.
Youngsters will perceive Revelation M as the game that help them go far and beyond imagination to
meet their own dreamland they ever think of.
Customer in SEA The percentage of people watched game-related The percentage of people discussed on gaming
video content in the past six months in SEA market forum in SEA market
Rank Activity
1 Mobile game
No Watching Discussing
2 Social Network 41% game-related No on gaming
video content 52% forum
59% 48%
3 Video Streaming
4 Offline Activity
(Pokkt x Decision Lab, 2018)
Đỗ Hồng Nhung
PROBLEM:
JOB TO BE DONE:
OBJECTIVES:
Singapore is considered a very potential market in SEA, however still faces many challenges.
Singapore is a more mature market, the growth rate is not fast compared
to the rest of SEA market but it has high revenue.
From 2017-2023
OPPORTUNITIES THREATS
- 88% of Singaporeans is now online, and 72% of the - The organic install ratio is low (25%) (raw data). Singapore
Internet users plays video games on their mobile phones had the highest customer acquisition cost in the SEA
(Lee, 2020) market. so we needed to spend the marketing budget
where it would count the most and understand the
- Singaporean gamers are willing to pay more to improve Singapore players' habits to stay on target.
gaming experience: 80% spends money on in-game items
(ciena, 2021) - Some RPG Games have the big market share in
Singapore market (Genshin Impact,..) (YEO, 2020; YE, 2020)
Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning
Objective
Singaporeans are the most passionate gamers in the SEA market both in terms of
playing and spending
Singapore Indonesia Malaysia Thailand Philippines Vietnam
Average spending/person
86 16,8 33,4 20,8 13,3 16,4
(According to Raw Data)
1. 74% of the Singaporean population is Chinese ethnic group, Singaporean Chinese cultures influence a large
segment of the society.
2. Singaporeans are disciplined, and group identity and membership is critical for self-perception
3. Singaporean people value the concept of “face”. This refers to “a person’s reputation, influence, dignity and
honour. Because of the pressure of social status, many people often choose to play game to relieve stress.
(Digital Business Lab, 2020)
Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning
Our main customers are 21-35 years old and are attracted or influenced by Chinese culture
ROOM TO WIN
Quickly adapt but also quit If the playing experience is Playing game casually,
Like engaging with the
quickly due to always attractive enough, they are occupying free time they
While playing behavior community beyond playing
looking for new likely to stick with the game might have while waiting or
alone.
experiences and influence other to play commuting.
Emotion
Target Customer
- Top-quality graphics
- More experience-oriented gameplay with beautiful open world Players can become the main character, by which they can
and diverse activities to explore express themselves and explore the mythical world in the game
- The fantasy world, characters, and concepts being influenced
by Chinese mythology and folklore
Reason to believe
Positioning statement
For gamers who love high-quality graphics and Chinese-influent game concept, with no 1 character design system and large
beautiful maps, Revelation M helps them to become the main character where they can reveal their adventurous side inside
themselves and explore the mythical world in the game
Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning
Insight
CUSTOMERS IN SINGAPORE
Singapore people have little time to explore the new places because of high work intensity and Singapore is a small country with
few places to travel.
INSIGHT
After periods of studying and working, I just want to have some moments to relieve stress and refresh
myself. Everyone has an adventurous side, always want to explore and discover new things and new
places. Revelation M is not a game anymore, it is a place where I can immerse myself in a world of high
freedom and satisfy my adventurous side.
Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning
Big idea
Key message: Reveal your inner adventurer by diving into a mythical fantasy world
Approach: Revelation M want to convey the message to target customer: We bring you a mythical
world where you can freely explore, experience and immerse yourself after a period of hard work and
study. In this world, you can become an adventurer, explore and create your own stories.
Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning
33,6%
Singapore has the 4th most iPhone users in
the world in 2020 (Statista, 2020)
● Length: 1 min
● Objective: Introduce Revelation M’s USP (Open
world with large maps and character
customization) to target customers in short, exciting
and concise way
● Introduce the release date and key message “Dive
into the mythical fantasy world”
● Advertise Game Teaser on Youtube and Facebook
Phase 1: Pre-register (4 weeks)
The main motivation of the target customers when playing the game is the community. Especially for
Singaporeans, they value the group identity (Digital Business Lab, 2020).
Key activity
KEY HOOK 5 (2 weeks): In-app event “China new year” (10/02/2022 - 24/02/2022)
Singaporeans are fond of the sense of occasion. Apart from Singapore New Year, Chinese New Year is an
integral part of their culture. However, in Singapore, on this occasion people not have day-off but still have to
work as usual. Grasping that insight, Revelation M organizes the event “Hunt lucky money, receive great
fortune” to increase players’ loyalty and attract new players.
Due to limited budget, we suggest some activities helping to increase the players’
loyalty in the future to utilize all opportunities of Singapore market
Reasons: Singaporean gamers are willing to spend money on in-game items and value group identity
(ciena, 2021). They want to show that they are a part of the fan club of their favorite game.
⇒ This is a good opportunity for the game to exploit and make huge profits from the Singapore market.
Excited
Emotion
Awful