Z MARKETER 2021

X VNgame team

Nguyễn Thủy Tiên

Nguyễn Huyền Mai
We are VNGame Team

HERE’S OUR PROPOSAL

Nguyễn Phùng Khánh Linh
START
 EXECUTIVE SUMMARY
PROBLEM:

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:

● Market-entry strategy and Communication strategy for RM Project

● Compare and rank the potentiality of 6 SEA countries
● Allocate your marketing budget to each market

OBJECTIVES:

● Increase Revelation M’s awareness in SEA market

● Increase downloads and revenue
● Differentiate Revelation M from other RPG games
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

SEA's game RPG market shows an impressive growth compared to global gaming
market, however faces many challenges.

SEA Market is a potential market in the world

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

Product Platform

Product Benefit Functional Benefit

The gameplay innovation and the expansion of
the depth of the content based on the game, let
the players see the advantage over traditional
MMO
Ingenious gameplay and beautiful large map to
explore
Emotional Benefit
Players can become the main character, by
which they can express themselves and explore
their own fantasy world in the game

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

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.

REVELATION M SUPPORTING DATA

- High-end graphics: Advanced face design system, players can
physically interact with the environment
- Game’s world, characters, and concepts being influenced by
Chinese mythology and folklore is favoured and differentiated from
STRENGTHS other competitors
- High-quality gaming product is a trend
among SEA gaming industry these days
(Batolov, 2021)
- High number of women in China plays
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

Genshin Impact Dragon Raja Black Desert Lineage 2 Revolution Revolution M

- No customizing details
(hair style, etc)
(Freemmostation, 2020)
- Characters can interact
with detailed and beautiful
environment (Dang, 2020).
- Khu vực ko hẳn rộng, bố
Graphics
trí ko đa dạng
- Massive open world
(mountain, river, etc)
- Diverse mission system:
- Character design:
chỉnh cơ bản (kích cỡ
người, chiều cao, màu
quần áo, scale chiều
dài tay)
- Unreal Engine 4 has
good graphic
optimization (Viet,
2020)
- Câu trúc đẹp, ít khu
vực
- Both action and
- Diverse activities: combat
entertaining activities
system (PvP, PvE or PK
(Dong, 2021)
- Character design: detailed - No character
(hair style, face shape, eye customization details,
color, skin luster, etc) with only class and
various combinations weapons options
- Realistic modern 3D-style - Unreal Engine 4 has
graphics (Abdul, 2020) good graphic
- The use of shading and optimization (Nistor,
colors in harmony with the 2017)
context make the game more - Khu vực ko rộng.
vivid (Abdul, 2020) Khung cảnh bố trí tốt
- Khu vực rộng, cây cối được nhưng do camera
bố trí đa dạng thấp nên khó tận
hưởng toàn khung
cảnh
Diverse hardcore
quests: boss raid, PvP
STRENGTH
Character design is the number 1
among its competitors with right,
eye-catching and extremely
detailed design
STRENGTH
A variety of activities, meeting the
demand for both hard try and
relax gamers. These activities are
more experienced-oriented, with
large maps, diverse features to
freely explore
STRENGTH

- 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

Ranking Competitor from Raw Data

Friendly to
Free-to-play Users About Download About Revenue

Rank Game Rank Game

1 Lineage 2 Revolution
2 Genshin Impact
3 Black Desert
Primary
Competitor 4 Dragon Raja
1 Lineage 2 Revolution
2 Black Desert
3 Genshin Impact
4 Dragon Raja

Experience-oriented
Battle-oriented gameplay
gameplay

Based on the download, revenue data

and segmentation mapping, we should
consider Genshin Impact as our primary
competitor. Though the data, we can see
Secondary
Competitors
that it’s easier to compete against
Genshin Impact more than the top of
Friendly to
Paid Users mind Lineage 2 Revolution because the
high friendliness level to free-play users
and both are experience-oriented
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

Since our strategy is to take the place of Genshin Impact, it is necessary to set
clear and reasonable goals

Sum of Downloads/year: 4.806.693 Average Downloads /4 months: 1.602.231

Genshin
Impact Sum of Revenue/year: 9.320.844 Average Revenue /4 months: 3.106.948

Objective

Business Objective Marketing Objective Communication Objective

Achieve about 3 millions of
revenue in 4 months
Raise awareness of 2 million people in 4 months
Attract 1.6 million people to download and play
the game in 4 months
+ Phase 1 (1 month):
500 thousand pre-register
+ Phase 2 (3 months)
Convert 400 thousand people from phase 1
Attract 1200 thousand people download
Convey the message “Revelation M - Reveal
your fantasy world” to target customers.
Emphasize brand positioning discovery and
experience where players can freely explore
their own fantasy world
 Market
Market Product
Product Competitor
Competitor Key issue Market Entry
Customer Market Entry Communication
Customer Communication
Overview Analysis Analysis Objectives
& Objective Strategy Profile Strategy
Overview Analysis Analysis Profile Strategy Strategy

Our main customers are 21-35 years old and are attracted or influenced
by Chinese culture
ROOM TO WIN

Skill Master All-round Enthusiast Community Gamer Casual Challenger

Motivation Completion and Challenge Story and Graphics Community and Story Competition and Completion

Early adopter, willing to try Late adopter, usually

Quickly adopt, always Late adopter, likely to play
new game if the storyline watching review and hear
Adoption behavior seeking for newest and some familiar games and
or graphic attractive the opinions from friends
greatest game. rarely explore new games
enough when choosing game

If the playing experience is

Quick to adapt but also Like engaging with the
attractive enough, they Playing game casually, might
While playing behavior quick to quit due to always community beyond
likely to stick in the game not devote much time to play
looking for new experiences playing alone
and influence other to play

Emotion

More than 3 hours per day 2-4 hours per week

Play frequency 1-2 hours per day 5-6 hours per week
Lives and breathes games When having free time
5/5 3/5
4/5 2/5
With plenty of disposable Rarely spend money on
Not dedicated as Skill Love playing game but they
Willing to pay income available, they have the game, only when the
Master but willing to pay don't spend much money on
passion and the funds to motivation (incentives,
for in-game items the game
invest in new game bonuses, ..) is big enough
 Market
Market Product
Product Competitor
Competitor Key issue Customer
Market Entry Market Entry Communication
Customer Communication
Overview Analysis Analysis Objectives
& Objective Strategy Profile Strategy
Overview Analysis Analysis Profile Strategy Strategy

Reasons to choose “All-round Enthusiast”

1. The segment is large enough in the SEA market

2. Easy to reach due to player in this segment actively find new games
3. Has a pre-existing love for Chinese culture and was influenced by the graphic factor when choosing a
game, which matches the current strengths of the product.
4. Ready to spend money to own in-game items
5. High chance to become a regular player and influence other customer segments

Strategist
Quantify the target segment 2.5%
Area
Gamer
5.5%

From the team's survey combined Skill

Master
with desk research, the All-round 11%
Competitive
Arena Gamer
Enthusiast segmentation accounts Casual
Challenger
41.5%
for 24.5% of the Southeast Asia’s 15%

game market All-round

Enthusiast
24.5%
(Partner, 2019)
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

Target Customer Driver Barrier

Age: 21 - 35
Gender: Male and Female
Game Genres: Many types: strategy, puzzle,.. but most of time 76% 85%
play RPG
Interest: Hugely attracted by Chinese culture Exploration % Open World Large package capacity
Behavior:
- Avid gamers who play for many hours per week
- Enjoy many other kinds of game experience like watching game
content, discussing about game with friends or communities. 82%
- Willing to try new game
Game Theme

⇒ 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)

68% several times 61% several times a 45% several times a

Frequency 68% several times a day 46% play games daily. 41% play games daily
a day day day
Average mins/
56 minutes 53 minutes 60 minutes 116 minutes 58 minutes 51 minutes
session
Average 86
spending/ 20,8 16,8 33,4 Singaporeans willing to 13,3 16,4
person pay for premium game

- 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)

- Chinese cultures influence a large segment of the society

Similarity - Southeast Asian people value the concept of “face”. This refers to “a person’s reputation, influence, dignity and honour.
Many people because of the pressure of social status often choose to go to the fantasy world in the game to relieve stress
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

POTENTIAL

Vietnam Thailand Singapore Indonesia Malaysia Philippines

667 millions 1680 millions

327 millions
Market Value Highest-profile games Fastest-growing 673 millions 572 millions
472 millions Spending the most
and Growth markets in Southeast market in
money on game
Asia. Southeast Asia

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 .

Philippines Vietnam Indonesia Thailand

Average Annual Spending Per Person
Malaysia Singapore
We divide into 2 groups
Reference: NewZoo, Raw Data, Niko, Z Marketer
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

GROUP 1: MOST DOWNLOADS

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)

We can see from Raw Data of Z Marketers, Thailand and

Indonesia had the highest rank about the number of
downloads of 4 competitor games and they gained high
total of revenue.
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

GROUP 2: EASILY TO GET REVENUE

Secondly, to achieve high revenue easily, we should focus on Singapore and

Malaysia after the first group

Average Revenue Per Downloads

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.

Philippines Vietnam Indonesia Thailand Malaysia Singapore

Reference: Raw Data, Niko, Z Marketer

 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

Budget Allowance Suggestion

We suggest the budget should invest on Vietnam

Thailand and Indonesia the most with Philippines
10%
25% to increase our downloads to the 10%
game. Thailand
25%
Next, we can invest on Singapore and Malaysia
Malaysia at the same percent is 15% to 15%
transfer potential download into high
revenue.

Final, Philippines with 10% and the same Singapore

Indonesia
15%
with Vietnam 10%. 25%
 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

Insight

CATEGORY TRUTH CUSTOMER TRUTH BRAND TRUTH

Role-playing games make the player become a
main character in the game, They can explore
the world, fight, connect with friends,
INSIGHT
They love to express themselves through
gameplay, customization, storytelling and
role-playing. They want to experience a wide
range of emotions by diving into stories and
narratives that they are familiar to.
Players can become the main character in
Chinese mythology and folklore, by which
they can express themselves and explore their
own fantasy world in the game

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.

Big Idea + Key Message

“Revelation M – Reveal your Fantasy World”

 Market Product Competitor Customer Market Entry Communication
Objectives
Overview Analysis Analysis Profile Strategy Strategy

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

Share of time on mobile

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)

Media Channel (Jorik, 2020) (Jorik, 2020)

Phase 1: Pre-registration (1 month) Phase 2: Amplification (3 months)

1. Steam 1. Youtube: KOL; Streaming; Video marketing of
2. Online magazine game application
3. Youtube. 2. Social Media
4. Social Media 3. Game community
ROUND 2
IMC PLAN TO ENTRY
SINGAPORE’S MARKET
VNgame team
Nguyễn Thủy Tiên

Đỗ Hồng Nhung

Mai Thùy Linh

 EXECUTIVE SUMMARY

PROBLEM:

Revelation M will be officially launched in Singapore on 12/12/2021

JOB TO BE DONE:

● IMC Plan for RM Project in Singapore

OBJECTIVES:

● Increase Revelation M’s awareness in Singapore

● Increase downloads and revenue
● Differentiate Revelation M from other RPG games
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

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

327 million 3.8 million 6,5% 20,9% but 32%

Market value Users Volume Singapore The rest of SEA Contribution of the total
(Jill Arul, 2020)
market CAGR market CAGR revenue of SEA
(Newzoo, 2020)
(gamescom asia, 2020) (Newzoo, 2020)

OPPORTUNITIES THREATS

- 88% of Singaporeans is now online, and 72% of the
Internet users plays video games on their mobile phones
(Lee, 2020)
- Singaporean gamers are willing to pay more to improve
gaming experience: 80% spends money on in-game items
(ciena, 2021)
- The organic install ratio is low (25%) (raw data). Singapore
had the highest customer acquisition cost in the SEA
market. so we needed to spend the marketing budget
where it would count the most and understand the
Singapore players' habits to stay on target.
- 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

Dragon Raja Total Revenue

Sum of the first three months downloads: 87.000 = % people spent money x total
people download x revenue per
download
Customer payment behavior
= 80% x 87.000 x 31,3 = 2.179.000
Revenue per download: 31,3 (Raw data)
80% of the Singaporeans spent money on in-game items
(www.ciena.com, n.d.)

Objective

Marketing Objective Business Objective Communication Objective

Attract 87.000 people to download and play the Achieve about 2.179.000 in revenue Convey the message “Dive into mythical
game in 4 months in 4 months adventure” to target customers.
+ Phase 1 (1 month):
81.200 people pre-register
+ Phase 2 (3 months)
Convert 60.900 people from phase 1
Attract 2.6100 people to download
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

Singaporeans are the most passionate gamers in the SEA market both in terms of
playing and spending
Singapore Indonesia Malaysia Thailand Philippines Vietnam

Mobile penetration 88% 67.15% 86,60% 76% 74.1% 69%

(Statista, 2021b) (Statista, 2021f) (Statista, 2021d) (Statista, 2021e) (Statista, 2021c) (Statista, 2021a)

Average mins/session 116 minutes 53 minutes 60 minutes 56 minutes 58 minutes 51 minutes

(Statista, 2020c) (Statista, 2020e) (Statista, 2020b) (Statista, 2020a) (Statista, 2020d) (Statista, 2020h)

Average spending/person
86 16,8 33,4 20,8 13,3 16,4
(According to Raw Data)

Observation into Singaporean gamers

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

Skill Master All-round Enthusiast Time Filler Popcorn Gamer

Competition and
Motivation Completion and Challenge Concept and Community Community
Completion
Late adopter, usually watch
Quickly adopt, always Early adopter, willing to try Late adopter, likely to play
review and hear the opinions
Adoption behavior seeking for newest and new game if the concept or some familiar games and
from friends when choosing
greatest game. graphic attractive enough. rarely explore new games
game

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

More than 3 hours per day 5-6 hours per week

Play frequency 1-2 hours per day 1-2 hours per week
Lives and breathes games When having free time
5/5
4/5 3/5
With plenty of disposable 2/5
Not dedicated as Skill Master Love playing game but they
Willing to pay income available, they have Like watching game content
but willing to pay for don't spend much money on
passion and the funds to rather than playing game
in-game items the game
invest in new game
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

Reasons to choose “All-round Enthusiast”

1. The segment is large enough in the Singapore’s game market
2. Compared to Skill Master segment, the target segment is numerically superior and have high chance
to become a regular player and influence other customer segments
3. Compared to Time Filler and Popcorn Gamer segments, the target segment is easy to reach because
they actively find new games

Quantify the target segment

From the team's survey combined with desk
Popular genres by age group
research, the All-round Enthusiast segmentation
accounts for 16% of the Singapore’s game market
36%
Top persona in Singapore
39%
#1 The Time Filler
28%
23%
18%
#2 The All-round Enthusiast #1 The Popcorn Gamer
9%
(Statista, 2020) 16% 12%

(gamescom asia, 2020)

 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

To get a deeper understanding of the target segmentation, we have interviewed

Thomas Nguyen - an avid gamer living in Singapore.

Interest and behavior Thomas Nguyen Motivations

● Game genre: ● The game has many free promotions and
RPG (Genshin Impact, Dragon Raja) gifts
MOBA ● My friends play a lot
● Average playing time: 2-3 hours/day
● Equipment used to play games:
Iphone 11 Pain/Frustrations
● Cost large mobile space
● Spend lots of money buying in-game
items
Needs & Goals
● Take lots of time
● Attractive gameplay (large maps to
explore, diverse activities: opening maps,
boss raids, finding items, etc) BIO Fears
● High-quality graphic ● Updating the game takes up more space
● Appealing storyline Age: 23
● The game gets updated regularly to Gender:Male
refresh and attract more players Living place: Social Network
● High friendliness level reduces the gap Singapore
between paid and free users so that free
users won’t get bored
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

Target Customer

Age: 21 - 35 Need Pain point

Gender: Male and Female
Game Genres: Many types: strategy, puzzle, etc but most of
time play RPG 82% 85%
Interest: Hugely attracted by Chinese culture
Behavior: Game Theme Large package capacity
- Avid gamers who play for many hours per week
- Enjoy many other kinds of game experience like watching
game content, discussing about game with friends or
communities.
- Willing to try new game

Main Media Channel

Youtube, Facebook, Instagram according to data
about penestration rate of top media in Singapore
Job to be done:
88,7% 82% 65,1% Bringing the game’s fantasy world that meets
the needs of gamers to freely explore and
have adventurous experience.
(Statista, 2020b)
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

From the analysis of competitors in Round 1, we conclude product positioning compared

to our competitors
High-quality
graphics
REVELATION M’S STRENGTH

● High-quality graphics with character design is

the number 1 among its competitors with right,
eye-catching and extremely detailed design

● Diverse activities, meeting the demand for both

hard try and relax gamers. These activities are
more experienced-oriented, with large maps,
diverse features to freely explore

● High friendliness level to free players with fee

Battle-oriented Experience-oriented model reducing the gap between paid and free
gameplay gameplay players

REVELATION M’S WEAKNESS

Require mobile that has large storage and

configuration than most of its competitors (except for
Low-quality Genshin Impact)
graphics
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

Functional benefit Emotional benefit

- 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

● Character design has more highlights than current game on the

market (high flexibility, various combinations and extremely vivid
facial expressions, etc)
● Eye-catching and extremely detailed graphic design

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.

CATEGORY TRUTH CUSTOMER TRUTH BRAND TRUTH

Role-playing games make the player
become a main character in the game,
They can explore the world, fight, connect
with friends,
In a busy world we live today, everyone has Players can become the main character in
an adventurous side. They want to have the world inspired by Chinese mythology
freedom and discovery experience as a and folklore, by which they can reveal
reward for their great effort. their adventurous side and immerse
themself in a world of high freedom

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

Dive into mythical adventure

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

Phase PRE-REGISTER (4 weeks) AMPLIFICATION (6 weeks)

12/12/2021 - 12/01/2022 13/01/2022 - 24/02/2022
Customer
Awareness Consideration Action
journey
Week 1 2 3 4 5 6 7 8 9 10
(1)Pre-register on IOS, Androids (3)Revelation M cooth camp (5)In-app event
Key hook (2)Music video (4)Cinematic trailer
(3) TVC
- Raise 500.000 people’s awareness - Raise 200.000 people’s awareness - Raise 100.000
- 100.000 music video views - 80.000 video views people’s awareness
KPIs - Pre-register number: 60.900 (IOS) - Number of people download: 48.720 - 200.000 people
and 20.300 (Android) (IOS) and 12.180 (Android) join the event
- 500.000 people join the booth camp
Supporting (1)Website pre-register (3)Streamer review
tactics (2)Game teaser

On-way-on (5) Community (6) PR and online press (7) Advertising

 Phase 1: Pre-register (4 weeks)

KEY HOOK 1: Pre-register on IOS, Androids (12/12/2021 - 12/01/2022)

App Store and Google Play are the landing
Average CPI platforms for all marketing activities in
pre-register phase (advertising, PR and press,
5,53 2,23 website pre-register, etc)
Android IOS

33,6%
Singapore has the 4th most iPhone users in
the world in 2020 (Statista, 2020)

⇒ Run Apple Search Ads on App Store and ads on

Google Play with the budget allocation is 80% and 20%
 Phase 1: Pre-register (4 weeks)

SUPPORTING TACTIC 1: Website pre-register

● Publish the game’s information (teasers, trailers, etc)

● Give rewards for early-bird registration players to
encourage people to pre-register
● Include a button which converts people to App
Store/Google Play to pre-register

SUPPORTING TACTIC 2: Game Teaser

● 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)

KEY HOOK 2: Music video (12/12/2021)

The influencer industry is established for over 15 years and constitutes a big part of youth culture in Singapore
=> Music Video with influencers will attract the young people and increase their awareness about the game.
(Digital Business Lab, 2020b)

Singer/Influencer: Narelle Kheng

Why choose her: Kheng has a huge influence on Singaporean youngsters (117k
followers), especially people from 21-35 years old

Plot: Kheng is walking into a mythical world where

she looks like a character in the game. She immerses
herself in an exciting adventure. Next, Kheng wears
normal clothes and plays Revelation M on her phone
joyfully in the middle of a depressed and
emotionless crowd.

⇒ Key message: Everyone has their own

adventurous side. By entering into the vibrant
mythical world of Revelation M, you will have the
chance to freely discover the endless adventure.
 Phase 2: Amplification (6 weeks)

KEY HOOK 3: Revelation M Boot Camp: 4 weeks (13/01/2022 - 13/04/2022)

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

● Apart from joining the competition

alone, gamers can share and invite
friends to join with. If their friends
accept the invitation, both of gamers
and their friends will receive rewards.
● Every week, player rankings will be
announced and the higher the rank, the
higher the rewards will be.
● Players can also join communities to
discuss about the game or watch
streamer.
 Phase 2: Amplification (6 weeks)
KEY HOOK 4: Official cinematic trailer
Objective: Officially announcing game’s launching
and introducing the game’s USP (character
customization and open fantasy world with large
maps)
Thumbnail
SUPPORTING TACTIC 3: Streamer review
Youtube and Twitch are the leading streaming sites
in Singapore used among gamers in 2020 (Statista,
2020d)
Streamers:
● Twitch: Arthars and stal - top 1 and 2
Singaporean streamers in terms of the most
hours watch, regularly streaming MMORPG
games (Streams charts, 2021)
● Youtube: TITAN GAMERS (No 1), 妄图改变世界 -
top most-subscribed Singaporean game
Youtubers, regularly playing MMORPG games
(Hype Auditor, 2021)
 Phase 2: Amplification (6 weeks)

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.

Gamers will find red envelopes with

attractive gifts inside. Players can
exchange or give red envelopes to
friends.
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

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.

1. Customized in-game items 2. Revelation M Merchandise

Introduce some in-game cloth based on Selling special game merchandise such as
Singaporean traditional costume such as T-shirt, phone case.
Cheongsam costume.
 On-way-on activity

SUPPORTING TACTIC 5: Community SUPPORTING TACTIC 6: PR and press

The main motivation of the target customer Key channel: Local magazine: Straitstimes
when playing the game is the community. Mothership.SG, The Pressing Time
Singaporean gamers prioritize community as
they live in a strong online media culture which
originated from the blogs. Therefore, creating
gaming community will connect gamers
together and update about all the activities
throughout the campaign.(Digital Business Lab, 2020b).

Key channels: Facebook group, Discord and

Reddit.
 Market Customer Product
Objective Big idea IMC plan
Overview profile Positioning

The story of Thomas Nguyen’s journey

Awareness Consideration Action

Informed Join Revelation

Watch Watch Watch Watch Join
See Read an Join about M Bootcamp
Actions game Pre- cinematic streamer in-app
Advertising music article community Revelation M
teaser register trailer review (game
video Bootcamp event
download)

Local Discord Website Website

Youtube Local Website
Touchpoint Facebook
Youtube
magazine
magazine Website Facebook Community
Youtube Twitch Website In-app
Youtube Twitch Social media Youtube

Excited

Emotion

Awful