ray flame introduction 2009
TRANSCRIPT
WWW.WEBMMO.COMWWW.WEBMMO.COM
A Company Introduction for Ray Flame Entertainment.
Oct. 2009
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ContentContentContentContent
‐Who Are WeWho Are We
‐Our Games
C P iti i & C titi Ad t‐Company Positioning & Competitive Advantages
‐Marketing Plan & Gamers Retention Plan
‐ Billing & Payment System
‐We Can Make A Difference
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Who Are We?Who Are We?Who Are We?Who Are We?
Ray Flame Entertainment was Online Game Publishingyfounded in Nov. 2007, a U.S. based Massively Multiplayer Online Games (MMOG’s) publisher focused on
Online Game Publishing
Virtual Economy(MMOG s) publisher focused on bringing high quality Asian and European game titles (MMORPG / Casual / Browser) to the North
Virtual Economy
In Game AdvertisingCasual / Browser) to the North American Market. We have subsidiary office in Beijing, China.
In Game Advertising
Consulting ServicesConsulting Services
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Our GamesOur Games‐Current
‐Upcomingp g
‐On the Pipelinep
‐ LOE Facebook HC iPhone CS MMORPG Game
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Our Major Game Licensing PartnersOur Major Game Licensing Partners‐Shanda Interactive Entertainment
‐Snail Game
‐Shanghai Chenlug
U i G‐Unique Games
‐ BigPoint g
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Game Title: Lords of Evil / Award: IGN/Fileplanet.com Editor’s Pick
Website: http://lord.webmmo.com
Category: Fantasy
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.p y,
Features: Guild System, Stronghold Battle, Unique Building and Army Development
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Game Title: The Legacy of Holy Castle
Website: http://holy.webmmo.com
Category: Medieval
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.p y,
Features: Special Heroes, Building Development, 2D Map, Battle Formations
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Game Title: Heroes of Gaia
Website: http://hog.webmmo.com
Category: Middle Earth Fantasy
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.
Features: Animation Battles, Tasks for Heroes, unique level‐up system.
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Why Us? Why Us? Why Us? Why Us?
Publishing a game title in China / Culture DifferencesKorea is totally different from
publishing the game in the U.S.
Culture Differences
Distribution A successful game in China / Korea
Distribution Channels
≠It will succeed in the North American Market
?Marketing Channels
≠
?What about the billing system, payment solutions and charge back payment solutions and charge back problems
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Company PositioningCompany PositioningCompany PositioningCompany Positioning
‐Be a leading game licenser/publisher/operator for Asian / European games in g g /p / p / p g
the U.S. and other overseas markets.
‐Help Asian games, especially games in China and Korea, on globalization,
localization, market entry and market campaign with a focus on U.S. market.
‐Capitalize on virtual economy and virtual item secondary markets.
‐Synergize in game activities/advertising with traditional industries.
‐Bridge big budget gaming companies and studios with low cost
d ldevelopment centers in Asia.
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Competitive AdvantagesCompetitive AdvantagesCompetitive AdvantagesCompetitive Advantages
R Fl E t t i t
Comparing to US Game Companies
US C i
Free to Play ModelTraditional ModelMonthly Fee ($15‐20/month)
Ray Flame EntertainmentUS Companies
Low Cost License & OperationHigh Cost in Dev. & Operation (15M R&D, 10M Promotion & Operation)
Cross Border SynergyLanguage &
Cultural Barriers
Time to MarketBig Players Slower
to Market
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Competitive AdvantagesCompetitive AdvantagesCompetitive AdvantagesCompetitive Advantages
R Fl E t t i t
Comparing to Korean/Chinese Companies
Korean/Chinese
Bi-lingual,, Access to both booming markets
Lack of Access and understanding of both markets
Ray Flame EntertainmentCompanies
Cross cultural, Superior Localization StrategiesSloppy Translation or Localization
Marketing, Distribution and Media partnerships
Limited local presence or channel partnership
Superior Game Selection & Strong Negotiation
CapabilitiesMediocre Games Selection
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Key Success FactorsKey Success FactorsKey Success FactorsKey Success FactorsFive Keys to Succeed
• Team members with combined 10+ years online game operating/publishing experience
from China, Korea and U.S.
• Developed 300,000 registered gamers in 4 months
•Access to database of over 6 million US gamers
•Access to multiple games from China, Korea and Germany, solid game selection and
negotiation techniques . Partners with Shanda Interactive Entertainment now.
• Extensive experiences with PR, marketing, distribution and media relations
• Extensive working experiences/relationships with billing system providers payment
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• Extensive working experiences/relationships with billing system providers, payment
solution vendors and anti‐fraud system providers
Previous Success Case : MMOPrevious Success Case : MMO‐‐ClientClientPrevious Success Case : MMOPrevious Success Case : MMO ClientClientWebmmo.com is focusing on MMO browser games but Ray Flame Entertainment’s founding partners actually launched the another Entertainment s founding partners actually launched the another Chinese MMORPG game –World of Kung Fu successfully in 2008.
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Marketing PlanMarketing Plan
‐Ad Purchasing (Media Partners, Google Adwords, and etc.)
Co publishing with other world famous online publishers‐Co‐publishing with other world‐famous online publishers
‐Partnership with game portals, download sites, etc
‐Partnership with media companies
‐Creative PR exposures: press releases, PR campaigns & events
‐Utilize gamers community, social networking sites
Gamers reviews bulletin board forums‐Gamers reviews, bulletin board, forums
‐Contests, events, promotions
‐Search engine optimization
‐Campus campaigns, retail channels
‐1 Million gamer database
Others‐Others
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U.S. Media Partner (General Community)U.S. Media Partner (General Community)
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U.S. Media Partners (Chinese Community)U.S. Media Partners (Chinese Community)
•Chinese American TV Stations
•Chinese American Radio StationsChinese American Radio Stations
•Chinese American Newspapers
•Online Media, Websites, Portals that target Chinese Community
•Chinese Language Schools
•Chinese Art Design / Music Schools
•Chinese American Organizations / Associations•Chinese American Organizations / Associations
•Chinese American Event Management Companies
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Community Building and Gamer Retention PlanCommunity Building and Gamer Retention Plan
‐Refer a friend program
Competition Events‐Competition Events
‐ Seasonal Events
‐Weekly Newsletter
‐ Forum
‐ Blogging
Player Ranking‐ Player Ranking
‐Contest
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Billing System / Payment Solutions Billing System / Payment Solutions ––We Know Them All!We Know Them All!Billing System / Payment Solutions Billing System / Payment Solutions We Know Them All!We Know Them All!
‐Gamers need to have an account
‐Credit Card
Pre paid Card‐Pre‐paid Card
‐Free‐to‐Gamer (CPA model)
‐Anti – Fraud System
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‐Others
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Marketing and BrandingMarketing and BrandingAll Marketing campaigns Advertisings Events management during
Service Offering
‐ All Marketing campaigns, Advertisings, Events management during
CB, OB and Official launch
Campaign Management
Database Marketing
Game ReviewsSearch Engine OptimizationPress Release
Service Offering
F Offline EventsMarketing Intelligence
Community Building
Forum Promotion
Media Buy
2009/11/4Confidential Information 25
Localization MethodologyLocalization MethodologyLocalization MethodologyLocalization Methodology
‐ Looking for seed funding of $1.5MUSA / Korea / Japan
Korea USA Japan
‐Willing to give up 15‐20% sharesPower Distance 60 40 54
Individualism 18 91 46
Masculinity (Function Based) 39 62 95
Uncertainty Avoidance (Rule) 85 46 92
By Geert Hofstede, PhD
High Low
Masculinity Limited number of selectionGoal-oriented navigationFunctional images
Various selectionRelation-oriented navigationDecorative imagesFunctional images Decorative images
Uncertainty Avoidance
Limited amount of contents per page
Everyday and concrete imageR titi i
Page with long scrollAbstract images
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Repetitive expression
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Localization ProcessLocalization ProcessLocalization ProcessLocalization Process
‐ Looking for seed funding of $1.5MSelect games and developers • Early stage user and context research•Game acceptance research
‐Willing to give up 15‐20% shares
Define localization issues
•Competitive game test
• UI Inspection•Game test & observation• In depth interviews
Decide the level of localization
• In‐depth interviews
Develop localized version
Closed Beta
Open Beta
Official Launch
BillingBeta Beta Launch
Q A Testing
• Continuous UI enhancement•Website IA• Billing process implementation
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Q.A. Testing
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Translation ImprovementTranslation ImprovementTranslation ImprovementTranslation Improvement
‐ In‐game translation
‐ Storyline mock‐up
‐Gamer’s guild / FAQ improvement
‐ Language – errors inside the code‐ Language errors inside the code
‐Chatting room filtering system
‐Others
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OthersOthersOthersOthers
‐Other Marketing Campaigns / Promotions
Payment Solutions Selection / Comparison / Introduction ‐ Payment Solutions Selection / Comparison / Introduction
‐ Billing System Integrations
‐Media Partner Connection
‐Anti‐Fraud Issues
‐Trademark Registration
Legal Issues‐ Legal Issues
‐Customer Services
‐ Etc.
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