LAST MARKETEER STANDING

REVIVAL OF THE TITAN

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 Case Guidelines

No deadline extensions will be granted. Submissions must be made by the

specified deadline.

The decisions made by the committee are final and non-negotiable.

Submissions should be in PDF format and should not exceed a total of 2 slides,
excluding title slides.

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Include participant or team contact information on the submission for

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including case details, to unauthorized individuals.

Please note that these guidelines and rules may be subject to change or additional
specific instructions provided by the competition organizers. Participants should
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Industry Overview
The gaming industry in India with a market value of over $3.02 billion in 2023, is being
driven by a number of factors, including the increasing penetration of smartphones and the
internet, growing youth population, and rising disposable incomes. The Indian gaming
industry is segmented into two main categories: mobile gaming and console gaming.
Mobile gaming is the dominant segment, accounting for over 90% of the market. This is
due to the affordability and accessibility of smartphones in India. Console gaming is a
smaller segment, but it is growing rapidly.

The Indian gaming industry is still in its early stages of development, but it has the
potential to become one of the largest in the world. Despite its huge potential for growth,
the Indian gaming industry is currently in decline due to a number of inhibitors, as
described in the next section.

Challenges and Decline

The Indian gaming industry still faces a number of challenges. It confronts a series of
formidable challenges, each casting a shadow over its growth prospects. Foremost among
these challenges is the lack of regulatory clarity. This regulatory ambiguity engenders
uncertainty for both businesses and users alike. Coupled with this, there exists a pressing
shortage of skilled game developers in India, despite the nation's vast pool of IT
professionals. According to India Brand Equity Foundation (IBEF), there are only over
50,000 skilled game developers in India. This becomes quite a big challenge as the number
of gamers in India is increasing rapidly.
The industry further contends with fierce competition from international gaming giants
who have poured substantial investments into the Indian market, continuously launching
new games, along with the burden of high taxes, exemplified recently with the imposition
of a 28% GST on online gaming, which particularly burdens users engaged in real-money
gaming.
Compounding these woes are limited payment options, preventing many Indian users from
accessing conventional payment methods such as credit and debit cards. Lastly, the Indian
gaming landscape is marred by subpar internet connectivity, characterized by a relatively
low internet penetration rate and often slow and unreliable internet speeds. These
collective challenges have precipitated a recent stagnation in the Indian gaming industry,
despite its promising potential for growth and contribution to the national economy.
These challenges have led to a decline in the growth of Indian gaming industry in recent
years. According to a report by KPMG, the Indian gaming industry was valued at $2.8
billion in 2022, but is expected to grow to only $5 billion by 2025.
Indian users are the most affected by these challenges. High taxes and limited payment
options have made it difficult for them to afford and purchase games. Poor internet
connectivity also makes it difficult for them to play online games.

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According to a report by Deloitte, the average Indian gamer spent a modest $12 per month
on games in 2022, a figure significantly lower than the global average of $28. This reduced
expenditure reflects the financial constraints placed on Indian gamers. Additionally, as
revealed by a report from KPMG, Indian gamers played an average of 3.2 games per week in
2022, falling short of the global average of 4.3 games.
This suggests that Indian gamers may be limited in their gaming choices or accessibility.
Moreover, a report by the Federation of Indian Chambers of Commerce and Industry
(FICCI) highlights a disheartening trend: a staggering 70% of Indian gamers resort to playing
pirated games. These factors collectively underscore the challenges faced by Indian gamers,
affecting their gaming expenditure, variety, and reliance on pirated content.

About the Company

In 2012, Sergio Mendoza founded Vault Breaker Incorporation (VBI), a pioneering gaming
company that has since become a big player in the gaming industry. VBI's diverse portfolio
boasts a collection of captivating First-Person Shooter (FPS) titles, including phantom siege
and Multiplayer Online Battle Arenas (MOBAs) games like ‘Warrior's Legacy’, transcending
the realm of a mere game to become a cultural phenomenon.
VBI, with its roots firmly planted in the rich soil of India's gaming ecosystem, has risen to
the ranks of the top gaming companies in the country. A testament to its commitment to
delivering top-notch gaming experiences, VBI is often hailed as India's answer to
international gaming giants.
With an impressive portfolio of games under its belt, VBI has expertly tapped into the pulse
of the gaming community, catering to a wide array of gamers' tastes. 'Phantom Siege' stands
as a testament to the company's prowess in delivering adrenaline-packed action. This first-
person shooter plunges players into immersive battle arenas, evoking memories of classics
like 'Call of Duty' and 'Counter-Strike'. 'Warriors Legacy', a MOBA game, finds its
inspiration from genre stalwarts like 'League of Legends' and 'Dota 2'. 'Warriors Legacy'
offers a fresh, indigenous take on the MOBA genre. Drawing parallels with other gaming
behemoths, VBI has showcased that it's not just about the origin but the vision that propels a
company forward. Vault Break is now setting the benchmark for what's possible in India's
burgeoning gaming landscape.

Rise of Titans - The Journey so Far

As Sergio stood at the helm of VBI, he envisioned a thrilling chapter in the company's history
—a captivating foray into the dynamic Indian gaming market with ‘Rise of Titans’. This
innovative Battle Royale game is more than a product; it's Sergios's passion project, an
embodiment of his deep-seated commitment to break the Indian gaming industry wide open.

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‘Rise of Titans’ represents Sergio's heartfelt mission to provide aspiring gamers in India with
the opportunities he wished he had during his own formative years. The game is a testament
to his understanding of the challenges potential gamers face, stemming from his own
childhood experiences. Sergio believes that everyone should have the chance to explore their
gaming potential, irrespective of their background or resources. With ‘Rise of Titans’, he
aspires to reshape the gaming landscape in India and empower a new generation of gamers to
pursue their dreams, just as he did.

‘Rise of Titans’ is a special kind of battle royale game where you're dropped into a world
that's all broken and messed up after a big disaster. It's not like regular games where you just
shoot at each other. Instead, you get to pick what kind of character you want to be, like a
hacker or a healer. These characters have special abilities that allow you to have competitive
advantages throughout the game. Furthermore, the game has two modes - solo and team.

In this game, it's not just about shooting, but also about how you use the environment. The
world around you changes as you play, shrinking with time, which can be good or bad for
you. So, it's like a game of strategy where you need to think and can work together with your
team to win.

So, in simple terms, ‘Rise of Titans’ is a game where you or your team battle it out in a
messed-up world. You have special powers, the world changes, and you can join clubs with
cool stories. It's a mix of strategy and teamwork, and it's not just about shooting. That's what
makes it different from regular shooting games

The Challenge for Sergio

VBI's path was strewn with challenges and opportunities as they prepared to launch "Rise of
Titans" into the Indian gaming market. After years of research and development, Sergio and
his team were finally ready to launch their product in 2019. Unfortunately for Mendoza and
his team, several competitors had come into the market before them. Both Warrior’s Legacy
and Phantom Siege Launched during 2017 and had gained significant traction and market
share. With his competitive and ‘Never give up’ attitude, Sergio decided to launch the game in
2019, with the belief in the product that his team had created. The huge launch took place
with promising user activity in the first 12 months.
As the globe embraced COVID -19 in 2020, The gaming industry began to expand with people
having much more time in their hands. At the same time the gaming industry started
competing more with the entertainment industry having streaming services like Netflix
fighting for this time. During this phase, The user count and activity of “Rise of Titans” was
growing but its market share in the Battle Royal segment was dropping.

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Task at Hand

As the sun sets on Nov 23, 2021, The 2nd anniversary of “Rise of Titans”, Sergio sat
on his balcony wondering what had gone wrong. You have been put in charge to lead
the project. The following are the four main points that you will have to work on after
your first meeting with Sergio:

What steps can the company take to change the perception of the gaming industry
in India?

How can we effectively convert non-gamers, particularly in Tier 1 and Tier 2 cities,
into avid gamers? Therefore, describe your customer acquisition strategy.

What strategies can be employed to activate users and maximize in-game purchases
while implementing thoughtful and strategic monetization techniques?

What measures can be taken to retain the new users once acquired, thus, enhancing
player loyalty in our gaming community?

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EXHIBITS
I) Different Game types:
MOBA (Multiplayer Online Battle Arena): A team-based competitive game where players
control unique heroes and aim to destroy the opposing team's base.

FPS (First-Person Shooter): Games where players experience action through the eyes of their
character, typically involving shooting and combat with firearms.

Battle Royale: A multiplayer game where many players compete to be the last one standing on
a shrinking map, scavenging for weapons and avoiding elimination by other players.

II) Other games launched by VBI

1. Warrior’s Legacy
In the game 'Warrior's Legacy', there are two teams with five players each. They want to
destroy the other team's Core, which is a central structure in their base. Players pick unique
'Warriors' with special abilities, like Mages, Wizards, or Assassins. The game has three lanes
with towers and a jungle area with monsters that give rewards. Teamwork and strategy are
crucial. Players work together to destroy towers, beat enemy Warriors, and get bonuses from
monsters. As the game goes on, it gets harder because players take longer to come back after
they're defeated. The team that smashes the enemy Core wins. There is no restricted time limit
for the game and players are allowed to explore the gaming arena without any inhibitions.

2. Phantom Siege
Phantom Siege is a first-person shooter game in a post-apocalyptic world. You play as Alex,
trying to save your family from 'The Phantom.' The game has great graphics, smart gameplay,
and a cool story. It has tricky maps with traps, bad guys, and stuff to collect, and you play
with a regular keyboard and mouse. One special thing is the 'Active Camo' power, which
makes you invisible for a bit. Your job is to finish hard missions, beat 'The Phantom,' and
rescue your family. Winning needs good shooting and clever thinking. The game tries to make
FPS games better by giving you different ways to win and a cool story.

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III)Deomographics of Target Segment of VBI

IV)Market share of the top gaming companies in India

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IV) MARKET SHARE OF TOP BATTLE ROYAL GAMES

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V) PSYCHOGRAPHICS OF TARGET SEGMENT OF VBI

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VI) MARKET INFORMATION

VI) SMARTPHONE USERS DATA

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VI) REFERENCE PICTURES OF THE GAME INTERFACE

A. GAMEPLAY

B. INGAME PURCHASE UI

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