PokerDangal

Consulting Group-5
 Introduction
• In 2017, Varun along with engineering batchmate Varun Puri and two other co-founders Shashwat
Jain and Karan Gandhi, started Xeta Networks, under which they launched Poker Dangal, an online
poker platform

• The Poker Dangal platform is available on desktop, Android, and iOS, and users can play three
variations of poker: Texas Hold’em (the most popular in the world), four card pot limit Omaha, and
five card pot limit Omaha.

• Poker Dangal’s approach to online poker worked so well that the small business quickly grew into
one handling lakhs of users on a monthly basis

• With service and tournament fees levied on each of these players, the company estimates it will
record a revenue of Rs 40 crore this year
   SWOT Analysis
• Limited offerings 
• Early mover in game varieties
• Customer centric organization • Only 8% market share
• Certified Random generator​ • Superficial marketing efforts
• Successful loyalty and cash-out • Poor iOS app rating
schemes​
• Low flexibility of pricing in the
• UI/UX focused​
industry
• High impact team
• Indian Government charges 30
percent on winnings above
10000, which might discourage
players from playing big

• High growth market

(22% CAGR 18-22)​ • State Regulations and bans
• Tier 2 cities markets • Societal perception as gambling
• Evolving gambling market
• COVID impact on Casinos • Low entry barrier for new players
• Product expansion • Limited capital access, winner
• Additional rounds of capital takes it all
can be acquired • Chances of fraudulent usage of credit
• The business can be sold card
profitably as Price-earnings • Easy for gambling industries to get
ratio is be higher involved in controversies
 PEST Analysis

POLITICAL ECONOMIC SOCIAL TECHNICAL

• Legal age (18 years)  • Reliability problem

• Law varies • 30% tax above a • Skeptics • Players can play
from state to state win of 10,000 INR  identifying poker at multiple table a
• Online Poker • Expecting a grow as illegal time
is not legal in a few at CAGR of 22.1% • Trust issues • Instant cash
states  out system
 Porter's 5
Threat of New Entry Competitive Rivalry
• Technology certified by • 10 Major competitors
Australian Labs (source: Owler)
• Know-how of nuances Threat of • No competitor in five card
New Entry pot limit Omaha 

Buyer Power
Supplier Power
• Comparable Services by
• Self-sufficient platform hence Competitive Buyer Power
no supplier power Supplier Power competitors
Rivalry • No long lock-in period

Threat of 
Threat of Substitution
• Highly volatile preference of Substitution
online gamers
• Government regulations

Customer Analysis/Target Audience
• Comfortable with online transactions.
• Skilled with playing poker.
• Have disposable incomes .
• Uses as an alternative to gaming or OTT
platforms.
• 1.2 Lac active monthly users with 90%
coming from tier2 , tier3 cities.
3 C's Analysis
Company Analysis
• Offers free online contest entry coupons and
entry-cash to attract new customers.
• Huge potential for onboarding ios users.
(<85% of mobile app users).
• Promotes five card pot limit Omaha (most
popular).
• Offers the opportunity to play at multiple
tables simultaneously.
• Charges for entering tournaments as well as
3-4% service fee for each hand.
Competitor Analysis
• Online casual gaming platforms like
Pocket52, Paytm First Games, Winzo and
Dream11. 
• Fantasy games with regional language
support. 
• Backed by large VC firms such as Tencent,
SoftBank, Alibaba.
• Higher penetration of mobile app users.
 Marketing Mix
PRODUCT
• Online Poker
Service
• Individual games &
tournaments
• five card pot limit
Omaha

PLACE PRICE
• Online • Pricing per
hand
platform
• Tier 1 & Tier
2 cities
4Ps • Entry fee for
tournament

PROMOTION
• Loyalty & Referral
• Tournaments
• Instant Cash out
system
• Play on multiple
tables
McKinsey 7S Framework Analysis
Thank You!