MARKETING PLAN FOR A GAMING APP - WARZONE INSIDE(GOING TO BE A GAMING APP)

1. MARKETING PLAN
WARZONE INSIDE –
A MOBILE GAMING APP

4.  The current work is to closely understand the
mobile app market emphasizing on gaming apps
and lay down a marketing plan for a new gaming
app, “Warzone Inside” and carrying a
comprehensive and extensive study of its
“Freemium Model” and marketing strategy which
further includes studying its market segments,
competitors, pricing and promotions strategy.

5. APP
• It offers ultimate
multiplayer
counter strike
experience with
real locations
and for the first
time incentives to
winners.
• Game same as pc game,
“Counter Strike” but with
additional features which
include real maps(location
identical to some historic
fight spot), any two teams
can play from any part of
the world(Given internet is
available :P), Additional
weapons available(which
varies with country’s
traditional weapons used).

6. • You can play
both offline and
online.
• Game will have
different
stages(difficulty
wise – only while
playing with
bots) and
anyone can play
the game either
individually or
with a team.
• Online connectivity
maintains your score
and show your position
in a leaderboard.
• There will be different
local servers running
and anyone may
connect to any server
given the person who
created the server allow
that person to get in the
server.

7. • There will be two sides terrorist and counter terrorist one
can choose to be in either of two.
• There will be different maps in which you can play.
• The game will continue with different maps randomly at
certain difficulty level(to be selected when you are playing
with bot) and the more you win/kill your counterpart, the
more points you have.
• There would be range of guns available at different costs,
which you can buy depending on your score.
• Even if your score comes down to zero and you still want
to buy a gun as you are in the middle of the game, you
can do that by buying some credits.
• So you can also play the complete game for free or can
use your money to sustain in the game.

8. INCENTIVE FOR OUR “WHALE”
USERS
Any team/individual who is registered will keep appending to
their score so the more you play, better will be you score and
this way after every 1 month(usually on last day of month)
there would be a big fight between the highest scoring
terrorist team and the corresponding counter terrorist team.
The winning team
among the two will
be given back full of
their credits spent in
the last month.
Offer a discussion forum to our most
involved users wherein they could
make up strategies and also offer
some suggestion to the company for
improving the user experience.

9. SITUATION ANALYSIS

10.  Our mission is to offer an ultimate gaming
experience to all with supreme quality graphics,
user interface and animations. We aim to bring the
best game enthusiast from around the world to our
gaming platform and offer them a mobile gaming
experience like never before.

11. => To reach out to 1,000,000 downloads after launching in
India within a year.
=> Expand in other markets viz. US, Canada, European Union
Countries, South Asian Countries by the end of 2nd year.
=> Top gaming app, in terms of growth after one year of its
entry in the market.

13.  There are n numbers of apps offering
fundamentally similar to what we offer but
following are the POPs and PODs analysis with any
generic mobile gaming app:-

14. POD/POP WARZONE INSIDE
POP Framework same as that of pc game counter strike
POD Let gamers buy credits by pitching in some real money to
buy newer weapons.
POD Offer real life maps with some real historic mission
significance.
POD Offer single player/multi player game with an access to
fight anyone around the world connected to the app. A
challenge option available.
POD Maintaining the scorecard and make the leaderboard
visible to all, to track the highest scorer in both terrorist
and counter terrorist group.
POD The top scorer at the end of every month from both groups
terrorist and counter terrorist fights and who wins is
reimbursed his all the money used to buy credits
POD Can work both way with internet and without it.

15. SEGMENTATION AND TARGETING

16. MOBILE GAME USERS WORLDWIDE
TOTAL 1.5 BILLION CUSTOMERS
MARKET SIZE

17. GROWTH OF MOBILE GAMING MARKET

18. OUR TARGET MARKET – DEMOGRAPHIC
WISE

19. WHY COUNTER STRIKE ONLY??
• As per current gaming trends counter strike is
the 6th most played game in the gaming industry.
• The current gaming apps available do not offer
the quality experience that one experiences
while playing the pc Counter Strike – SO AN
OPPORTUNITY TO DO BETTER.

20. MARKET NEEDS
People want thrill, excitement, challenge,
competition in their game and that’s what we
offer with our high graphics, real life locations
which dates back to some historic fight/mission in
real life, multiplayer experience, and earning
credits to buy newer weapons.

21. SO FROM ABOVE STUDY – THE TARGET
MARKET
• Everyone out there, a gaming enthusiast is our
customer base, with special emphasis on the
counter strike gamers.
• Demography, Behavior and Psychology wise we
target everyone/mostly boys at an age above
12 years.

22. TARGET MARKET SEGMENT STRATEGY
• Our strategy focuses on launching the game
country wise starting with India. Upon
launching the game, we will stay in regular
contact with our customers via numerous
online methods, including social media and
email marketing.
• Further we plan to launch in other parts of the
world viz. US, China, European Countries.

23. OUR DISTRIBUTION CHANNELS

24. • Google Play Store
for Android
• Apple App store –
iphone
• Blackberry App
World – Blackberry.
• Microsoft Store
AVAILABLE AT FOLLOWING PLATFORMS

25. • Social Media and Word of Mouth primary leverage
for vast majority of our marketing.
• Email Marketing
• Facebook Fan Page, Twitter Handle.
• Game release video to be reached to all customers
through various viral videos network.

26. THE BEST WAY TO ANALYSE APP’S
POSITIONING IS THROUGH SWOT ANALYSIS

27. STRENGTHS
a. Idea of connecting everyone and competing to reach at the top is
comparatively new in the market and is branded new for Counter
Strike Game.
b. Monthly competitions – A unique innovative idea to engage
people more in the name – A completely new idea in the mobile
gaming industry.
c. Offering incentives to the topper of leaderboard – A unique idea
to communicate our customers that we value the quality of your
game.
d. Connecting gaming world to the real world by offering real
fighting locations – A unique idea to make customer feel like
more attached and known to the game.
e. Our USP(Unique Selling Proposition) is our all above qualities and
our “Freemium Model” wherein one can play the entire game for
free as well as pitch in money to enhance the experience.

28. WEAKNESS
a. The app is on its own, unlike other giant games viz.
clash of clans which are under gaming company
Supercell, so will have serious crisis of promotion
initially.
b. The app’s capacity to handle such a huge network of
people connected simultaneously not tested yet.
 The most important aspect of any marketing
strategy is to identify self- strength and at the
same time weakness.

29. OPPORTUNITIES
• Counter Strike 6th most played pc game.
• No competitor available in the market offering
counter strike with a worldwide connectivity and
incentives to winners.
• Releasing game in the respective country on the day
of some historic fight significance like in India
releasing it on 26 July 2016. Since 17 years back India
made a historic win over Pakistan in the famour Kargil
War.

30. THREATS
• The foremost is offering real map locations of fight scenes
which could be a bit difficult in countries like India wherein
such places are highly restricted.
• Presence of competitors like Clash of Clans, angry birds
who have already occupied the gaming industry to a great
extent.
• Inability to protect model due to less intellectual property
rights created for apps.

31. AFTER DISCUSSING THE GOALS AND ANALYZING
THE SITUATIIN LET’S LAY DOWN THE
STRATEGY FOR THE COMPANY’S MARKETING
PLAN:-

32. STRATEGY FOR TARGET MARKET
• All above age of 13 years from the statistics discussed
above.
• Offerings – Free access to all from downloading to
playing the game both individually and as a team.
• Offering tutorials and brief information about the
game’s functioning to the beginners and also during
the course of game.
• Further targeting more involved users for revenue
collection by popping up a notification(which user can
disable too) whenever there is devoid of credits in the
users account.

33. POSITIONING STRATEGY
• We plan to position it as a completely new
experience unique and different than what one
may have experienced before in any previous
apps.
• We want to be the “Apple” of gaming industry.

35. KEY ASPECTS OF MARKETING MIX
WARZONE INSIDE.
 Offers Ultimate multiplayer counter strike experience
with real locations and for the first time incentives to
winners.

36. PRICING OBJECTIVE MAXIMUM MARKET SHARE
DETERMINING DEMAND 1.4 BILLION MOBILE GAME
USERS
ESTIMATING COSTS ONLY PROMOTIONS COST
PRICING METHOD VALUE BASED + GROWING
RATE PRICING

37. • For buying 1000 credits one need to pay $4.99
• One can unlock a map on reaching a score of 50,000.
• The initial credit one will have will be 5,000.
• Buying the most expensive weapon costs - $1,000.

38. So, the price is equivalent to what
other gaming app competitors charge
and thus is a suitable price for accessing
the premium services and benefits.

39. • Social Media and Word of Mouth primary leverage for
vast majority of our marketing.
• Email Marketing
• Facebook Fan Page, Twitter Handle.
• Game release video to be reached to all customers
through various viral videos network.

40. Through Strategic Alliances –
Partner opportunities exist with
a. Universities, colleges, academic institutions
b. Professional associations, clubs, industry
affiliation groups
c. Entertainment Channels both television and
Internet.

42. PHASED APPROACH – SHORT TERM PLANS
AND IMPLEMENTATION
TOTAL TIME – 6 WEEKS
INCLUDING TIME FOR TESTING THE BETA VERSION

43. PROMOTION CHECK

44. IMPLEMENTATION SCHEDULE
OBJECTIVE TIME
MARKET RESEARCH 1 MONTH
APP DEVELOPMENT 6 WEEKS
PRE LAUNCH PROMOTIONS 3 WEEKS(INCL. DURING DEVELOPMENT
OF APP)
FINDING INVESTORS, COMMUNICATION
PARTNERS
3 WEEKS
LAUNCHING APP IN INDIA OCTOBER 2016
POST LAUNCH FEEDBACK ANALYSIS TILL NOVEMBER 2016
MARKET RESEARCH OVERSEAS JANUARY 2017 ONWARDS

45. THE FINAL STEP

46. MONITORING AND ANALYZING FEEDBACKS

47. MAKING ADJUSTMENTS AND CHANGES
AS PER THE FEEDBACK AND REVIEWS
RECEIVED.

48. THIS CONCLUDES OUR MARKETING
PLAN.

50. CREATED BY VISHAL NAGARKOTI, IIT
PATNA, DURING A MARKETING
INTERNSHIP BY PROF. SAMEER MATHUR,
IIM LUCKNOW