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Green Games Student Guide

2021-31-01 | Version 01.01

Copyright © 2021, Oracle and/or its affiliates
Confidential - Oracle Restricted
TABLE OF CONTENTS
Table of Contents 1
Green Games Case Study – Student Guide 2
Overview 2
Background 2
Architectural vision 3
Green Games strategy 3
Competitive threats 3
Green Games current state IT infrastructure 3
Protecting business assets 4
Revenue generation 4
Gaming as a Service 4
Aquistitions 4
Targetting the gaming market 5
State of the art gaming 5
The Challenge for Oracle 5

Green Games Team Org Chart 6

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GREEN GAMES CASE STUDY – STUDENT GUIDE
Important note: Green Games is a fictional Case Study. No aspect of the content related to Green Games is factual.
All characters in Green Games are fictional and are not based on any person. Any similarities are purely coincidental and
unintentional.

Overview
Green Games is a profitable top ten player in the games software industry with annual revenues of $1.2 billion. They are
established as a serious player in the geo-based Massive Multiplayer Online (MMO) mobile gaming sector. Green Games has
enjoyed stable share prices and achieved strong financial performance through a combination of organic growth and
acquisition.

Background
Two years ago, Green Games launched its geo-based Massively Multiplayer Online Role-Playing Games (MMORPG)
platform. This subscription-based model has successfully attracted a whole new generation of gamers and saw significant
revenue growth.

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Sales Assets

Green Games is well recognized for its leadership in role-playing games and has a significant presence on all three major
consoles including Xbox, PlayStation and Wii. However, the future focus of the company is on mobile devices enabling
thousands of players to compete in an interactive virtual world anytime, anywhere. Green Games is perceived to have fallen
behind in the fast-moving gaming sector since the launch of Pokémon Go.
The Executive team at Green Games believes this has the potential to convert a large percentage of Green Games’ loyal fans
into paying subscribers whilst also attracting many new fans from the rapidly growing pool of MMO game players
worldwide.
The MMO gaming market is maturing and the major players are beginning to achieve sustainable profitability. After an
industry shakeout where many competitors who relied on advertising revenue dollars went out of business, a new business
model has emerged which is based on in-game ad placement, significant subscription revenues and end game purchases.
Green Games has established a significant and well-respected gaming development platform. This platform enables Green
Games to adapt quickly to the rapidly changing world of gaming. This platform is designed around the game-lifecycle from
development, testing, marketing, advertising, hosting, and business management services. If this platform can be matured,
Green Games can monetize the platform and offer this as a service to other game developers and gaming development
companies.
The company has 3,500 employees with their headquarters in Foster City, California. Their newly consolidated datacenter is
in Colorado Springs, CO which supports their MMO infrastructure.

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Architectural vision
Green Games partnered with key solution providers to build its current platform which has three key design characteristics:
Highly scalable
Multipurpose
High performing
These characteristics have provided Green Games with an architecture that delivers its own MMO offerings through a cloud-
based approach. This cloud-based approach allocates appropriate resources on-demand to satisfy variable gaming needs.
Additionally, Green Games’ business applications, database repository and customer experience services utilize the same
infrastructure.
Green Games’ current platform was built on hardware and software from a data center consolidation project completed
nearly three years ago. This project enabled them to cut costs while establishing the platform to begin enabling IT as a
service to internal lines-of-business. Delivering on the promise of IT-as-a-Service to business stakeholders is foundational
to Green Games success. This must be accomplished prior to transitioning these internal services into a new external
services revenue stream over the next 18 – 24 months.

Green Games strategy

Strategy is developed by the Strategic Initiatives Council (SIC), which approves all strategic investment decisions. The SIC
has identified strong potential to increase revenues to 2B in 2-3 years via the following:

INITATIVE GROWTH STRATEGY

Gaming Subscription-based gaming allowing gamers to buy standard, gold, and all-access subscriptions to
games and a defined number of Personas ”lives”. Additional Personas can be purchased. Attracting
additional gamers, extending revenue life cycle of each game, and improving margins is key.

Advertising Revenue is generated through the use of in-game advertising. This is a significant opportunity for
Green Games and revenue will depend upon sharing near real-time analysis of gaming heuristics
with advertisers who can quickly act to insert ads in the most played games at peak times. This
capability will be a corner stone of Green Games expanding its advertising revenues.

Merchandise Gaming Merchandise available for sale as in-game modifications (“mods”) and external promotion
purposes online and at gaming conventions. Recognizing gamer preferences, social commentary,
and play style will allow Green Games to more accurately predict what to include in new
downloadable content (DLCs) as well as respond to address unseen merchandising opportunities.

Green Games will continue to migrate away from the physical media part of its business to an ebusiness model as it focusses
on the mobile market.

Competitive threats
Green Games has had several conversations with cloud service providers such as Microsoft, Amazon, Google, Adobe and
Salesforce. Green Games has extreme performance requirements for its MMO gaming platform, and they are struggling to
find a partner who can deliver extreme cloud performance cost-effectively. Green Games is open to outsourcing the
infrastructure, but they are not confident that there are any vendors who are able to provide the service levels demanded by
gamers. Green Games are currently looking for vendors to help them with designing an in-house, hybrid cloud architecture
that will provide what they need. In this effort they have been working with Salesforce, IBM, SAP, and Oracle.

Green Games current state IT infrastructure

Green Games has made three acquisitions in the past three years as part of their past inorganic growth strategy. They have
also successfully consolidated some of their disparate IT systems into a unified information systems architecture.
Additionally, they have consolidated multiple datacenters into two, backing each other up in an active/active business
continuity configuration. They have standardized on Oracle Database with Oracle Fusion Middleware all running on various
hardware platforms. Approximately 60% of their on-premises hardware consists of equipment from their acquisitions but

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this is coming off of warranty in the next 3 - 6 months. The IT division is short staffed and heavily reliant on a lot of overtime
and external contractors to manage these complex systems and networks.
Green Games has a very wide range of application software, much of it from acquired companies. Significant software
footprints include SAP, Oracle E-Business Suite, and PeopleSoft. Green Games also owns several Exadata and a Supercluster
systems which it is not in production at this time. Green Games also has a VBlock Infrastructure Platform system. The VBlock
had initial issues but it is now up and running the SAP workload. Lastly, Green Games has recently purchased some cloud
infrastructure from Amazon to try out running application test and development processes in the cloud.
Green Games has a primary data center in Foster City CA, with their mirrored BC facility in Colorado Springs, CO.

Protecting business assets

At the core of Green Games is code. Green Games was founded on the principle of ecological responsibility and Mason
brought this type of responsibility to the first game with a STP (structured technology platform) coding architecture. This
architecture has enabled Green Games to achieve dramatic reductions in the development, testing and deployment time
lines of new games which is a “crown jewel” of the development philosophy. Keeping their source code protected is at the
heart of their security requirements. Unlike some competitors, they have not yet had a breach because of the strict security
requirements, protocols and procedures. In fact, employees who are granted access to source code must sign an agreement
that includes severe penalties.

Revenue generation
Green Games is now implementing a 4-year strategy to become the #1 player in the geo-based MMORPG and Massively
Multiplayer Online Real Time Strategy (MMORTS) market generating $7B revenue.
This will be achieved by:

GROWTH TARGET GROWTH INITIATIVES

$2B Revenue through increasing current revenues from gamers, advertising, merchandising and
sponsorship.

$4B Acquisition, the first to be within the next 12 months.

$1B Offering Gaming as a Service and creating the leading gaming ecosystem.

Strategy and strategic investment decisions all go through the Strategic Initiatives Council (SIC).

Gaming as a Service
Green Games is planning to disrupt the gaming industry by creating a state-of-the-art gaming ecosystem, a 1 stop shop for
gamers and developers along the same business model lines as Apple. The existing development platform will be expanded
adopting an open standards architecture. It will provide ‘Gaming as a Service’ (GaaS) to a target market of an estimated
140,000 independent developers worldwide that enables them to develop and host the games they create using a standard
set of tools with access to online technical support, and more. Green Games sees this initiative as a strategic revenue stream
for long-term growth.

Aquistitions
Acquisitions are planned over the next 3 years to create a portfolio that will allow Green Games to capture the major share of
the market. It is planned to complete the first of these within the next 12 – 18 months. The Green Games Executive team is
already in discussion with investment banks about securing backing for reverse takeovers of leading companies in the
sector. There are rumors in the market place that Ubisoft is a prime target.

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Targetting the gaming market

The 3-channel strategy being adopted by Green Games will require new sales and marketing approaches to the gaming
market to attract a new generation of gamers as well as the developers and producers who are looking to turn their visions
into reality. This will require modern digital sales and marketing techniques to leverage social and gaming sites to drive
awareness of Green Games products and services. Green Games is therefore planning to create new sales and marketing
teams with the necessary skills to deliver the strategy.

State of the art gaming

Green Games has developed a new MMORPG game called Green World. It is expected to break new boundaries when it is
launched. This is a geo-based game, similar to Pokémon but takes the gamer to a whole new level of experience with
Enhanced Visualization Technology (EVT). This game combines geo-caching with mobile gaming, the true vision of Green
Games.
Green World builds a complete virtual world, which mimics the complexities and challenges of society. With sophisticated
modeling methods, it takes the concept of Second Life and Sim City to a whole new level. The Gamers can choose to take on
as many personas as they want hence enjoying multiple lives in the virtual world. Within each role, players can select from a
vast array of games to play ranging from sports, exciting adventures, breaking new frontiers to living everyday lives. Green
World will be played in augmented reality.
Through the use of the latest artificial intelligence the game gets progressively more sophisticated as more players join
because it continually learns and develops the complexity of the virtual planet. The competitive scenario is set by the rules of
each game and using advanced real time decision analysis, players from around the world play against everyone else in the
virtual world as well as against the machine. As the games develop, global challenges evolve and if players don’t balance
their activities against the damage they cause, the problems build up until environmental factors impact the world they have
created. Green World also incorporates natural disasters as well as emergencies and catastrophes in society which impact
the games being played.

The Challenge for Oracle

Green Games is evaluating the IT sector for suitable vendors to become its partners as it seeks to consolidate systems and
processes to build for the future. It is in the process of drawing up a shortlist of 3 potential suppliers to help them achieve
their vision. Oracle needs to be selected for that shortlist if it is to win future business from Green Games. Green Games
Executive Team Organization Chart

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GREEN GAMES TEAM ORG CHART

Mason Smith
CEO

Les Saunders
EA + Administration
Manager

Morgan Caines Shelby Walton Del Walker

Val Hart Taylor Reese
Chief Operations Chief Sales & Chief Human
Officer CFO CIO
Marketing Officer Resources Officer

Alex Cordell Mica Tomita Jean Scott Ray Sheraton Kim Sharp Ash Guggenheim Jo Marshall Mo Keating Andy Streeter
VP Services VP Supply Chain VP Sales VP Marketing VP Finance VP Ecommerce VP IT Chief Developer VP HR

Eli Segova Toni Saunders Fran Dante

Ronnie Jenkins Jules Cadence Stevie Booker Des Kaminski Pat London Asa Kendula
Customer Services Distribution Channels Director Digital
Gaming Evangelist Marketing Director Finance Director IT Director Web Developer Lead HR Manager
Director Director Channels

Riley Longleaf
Jan Harris Rio Preis
Applications
Sales Director IT Architect
Developer Lead

Sam Carter
System Performance
Lead

The C level officers sit on the Strategic Initiatives Council (SIC)

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