« Create life one pic at a time »
Imagine having a career, the family of your dream, and being able to travel around the world to meet new and exciting people? What if I told you you can be the master of your own life and have it just the way you always wanted it? Photo by photo, pic by pic, live the life of your dreams, maximize your money and meet new people. Have fun and enjoy life- one pic at a time.
Pixies is a game in the form of a mobile app. Users have different missions which they complete to advance in the game.
What is the point of Pixies ?
Pixies gives its users missions to take pictures of different items (for example « a restaurant that serves fish », « a dog carrying a newspaper » etc.).
Data base for market analysis (user preferences towards different brands, and the possibility to interact and influence their decisions towards certain brands through marketing)
Shifting marketing strategies from passive to active- leaving users not feel bombarded by the ad industry
Pixies is an endless game providing possibility to further develop and add new challenges as time passes
Users can turn their virtual dreams into (virtual) reality: success, family, status etc.
Our target market is divided into two different categories
Players are end users of the game. They all own smartphones and come from different regions and backgrounds. The most typical users though belong to generations Y and Z. They go to school or are just starting their careers. They grew up with smartphones and belong to the “selfie” generation having almost always had profiles on social networks such as Facebook, Twitter and Instagram. To them, this app is a fun game, following the success of those such as Pokemon Go and Angry Birds. They value status, fun and games. This gives them a new challenge, and just as in the case of previous apps, they are willing to make in app purchases to advance faster in the game and gain fast access to better in app rewards.
Big and small businesses have the opportunity to attract customers through putting in place lures or short term offers. For example- a bakery can attract customers by buying an in-app lure which activates a challenge- “Today, a photo of a receipt from that bakery (with today’s date) will give you twice the amount of XP you would have otherwise received”. This lure is seen only by people living in a specific region. This way, the app becomes a platform for online targeted marketing.
On a global scale, big brand name sponsors can have custom-made challenges (try on an outfit from Zara, take a photo of today’s receipt at McDonalds and get double the points).
These businesses have the same kind of customers as are our target players. However, as it is in the case of mobile applications, the possibilities for marketing are virtually endless as we have seen in the case of the Russian Sberbank aggressively using Pokemon Go to gain new customers.
Pixies is a mobile app game. Players must snap pictures in order to advance through levels.
How to play ?
After having registered and created a user profile, you will see four different categories to play: family, career, entertainment and status.
The user can decide which category they want to work on. It is up to them to choose any or all of the options.
There are different levels inside of each category (added on in updates), with different rewards.
Each level requires users to take a few specific pictures. Most levels will require 3 pictures, although some will go as far as 5. Low levels (1-5) will require 1-2 pictures each. We are showing here an example of “career tasks”.
As users level up, pictures become more and more specific. For example, in the status category, a low level would require to take and upload a picture of a white car. In higher levels, the car would have to be white, and of a specific brand and model.
Upon completion each level brings golden coins to the user. Those coins will be used as an exchange means later on.
In addition to the usual tasks of taking pictures, users have the option to upload additional photos which they can put on « sale ». Those photos can be bought by those users who are not in position or do not wish to take certain pictures.
Golden coins can be spent on different bonuses (for example « skip to the next level », « add minutes to the timer in the short term challenge (will be explained in further reading) or buy pictures from another user).
Golden coins can be earned in the game (through completion of challenges or sales of pictures) or purchased at the store.
Users can set up their personal art galleries. In them, other users may decide to « follow » them or « like » them. The best galleries are chosen each week and awarded coins.
Users can decide to « employ » other players to complete certain tasks. This will cost them coins (that they will be giving to the “employee players”)
In addition to the usual levels, there will be short-term challenges which users can complete in a set amount of time. Those challenges will bring better rewards to players, as well as badges that players will be able to show off.
The game will feature specific events which will often correspond to real life periods (for example a specific event taking place on a holiday such as the National day and featuring pictures that are representative of it). These events can be global or regional, but they all give users extra boosts or other rewards (exclusive, never seen before items, or discounts in the store).
One of the key components of the application will be teamwork. Just like in Pokemon Go! , players will be playing both as individuals and as teams. This gives them the opportunity to meet, feel like they are part of a community and stay interested. Unlike Pokemon Go!, teams in Pixies will be short-term and related to user’s interests (users will not just choose a random color)
The user downloads the game and starts playing. They see different categories and choose to focus on the business one. This is the category that brings the most coins. They may or may not choose to come back and try a different category as well (e.g. family). For now, business gives them the following tasks:
Open a bank account (upload a photo of a bank)
Choose your ideal carreer path (upload a photo that represents it)
Choose a company you would like to work for (upload the headquarter/office/logo/anything representing said company)
Upload a photo of a tool you will be using at work (a mic, a spoon, a pen, a laptop- any tool depending on your career)
The entertainment category should be the easiest to complete in comparison to others. However, users will be gaining less xp and coins from it. Tasks for the first two levels should be as follows:
Upload a picture showing your favorit way of relaxing.
Upload a photo of your favorit coffee place/restaurant.
Upload a photo of your go-to beverage
A picture representing your hobby
The family category should be designed to bring the most xp, but not as many coins as the business category.
Upload a picture of a toy
A picture of a home cooked meal
A picture representing ones ideal family
A photo of a nursery
The status category should remain locked until a certain number of xp (a certain level) is achieved and until the user maintains a certain number of coins on their account.
Real and potential influencers
How can the app evolve
The point of the application is ultimately to provide users with unique experiences suiting their taste. As such, it is crucial to have a strong network of influencers as well as to form partnerships with firms. In that sense, the application will be used as a promotional tool as well as an influencer center.
In addition to using influencers (popular users who will be given products or who will be invited to various events in order to create the buzz), regular challenges and special tasks will be set in place to promote various brands. For example, in a given market we could have a special event with a clothing giant eg. Zara here. The tasks in the event will include “create the best outfit using Zara clothes. After having uploaded the pictures, the winner is chosen by popular votes, thus creating an additional buzz for the application, the partnering brand and the event itself. The winner (or the top 3 contestants) get a coupon in Zara stores and get additional promotion within the application, thus raising their popularity.
In addition to the tasks given by the application, we can give a voice to big influencers or stars as well and let them have their own tasks.
Let’s say we have a partnership between MTV UP! and a big popstar we will call Justin Bieber. Being a celebrity, Justin Bieber has many followers in the application as well. Before the MTV music awards, or another MTV event, Justin Bieber sets a challenge for his followers: snap a picture showing your favorit way of drinking MTV UP! The winner gets be flown away to have an MTV UP! with Justin in the backstage of the MTV music awards.
Using short-term teams gives us the possibility to further analyze markets as well as to create competition and insuring the application remains popular even after the initial buzz. For example, an event during the (Geneva) motor show: Are you team Mercedes or team BMW? Each team receives tasks related to the event. All members of the winning team (the one with the most points) receive a badge with the logo of their chosen brand. The most successful, active player receives a prize directly from the brand itself.
As the application is also targeting photographers, in blending the real and the virtual world, there will be contests for the best photos. The best photos from the application will be exposed in an art gallery. This is not only an additional event related to the application, bringing it publicity, or an opportunity to invite influencers, but it also serves to bring a more mature audience and motivate users not only to take pictures only to advance through levels, but also to take the BEST photos, brining eventually additional credibility to the application.
In the long term, the development of virtual reality is a very big opportunity for the application. Instead of having 2D galleries (like on Facebook, Instagram etc.), users will be able to design their custom art galleries, which are not only limited to uploading pictures, but also designing their gallery space, the way it should be furbished, the colors etc. Other users would thus be able, with the help of augmented reality glasses, “visit” those galleries, walk around them, rate them. This opens a market for all partners who are in furniture and design industries.
What are the key benefits of the application?
Who do we need
In order for the application to work well and reach the objectives it is designed to, a number of specialists are needed.
App developer and designer team:
To make the application itself as well as to design its visual identity. Although it could be beneficial to have an on place team, outsourcing here could be considered as there are other countries with extensive IT knowledge and experience who charge less than developers in the Western world.
Most successful applications are announced up to a year before their launch. The marketing team should focus on establishing a marketing strategy which would attract users. Their tasks should include market analysis, branding the application, making sure it appeals to the target market and take care of all the promotional activities (attracting influencers, managing advertising, attracting partnering firms).
To create new tasks and challenges and make sure the application is constantly evolving and providing users with new, exciting content.
It would be beneficial to have experts from these fields in order to create addiction to the game as well as to set up tasks which will create and retain the interest of users. In that sense, they have to work in close relationship with the creative team.
To advise on the legality of actions in each country. Especially since our target market are among others underaged users.
Suppliers for the web shop
- The application will among other things be making money from sales of memorabilia related to short term events and activities itself. For this, we will need suppliers who will be able to ship those items.
In what order shall the project take place
The project will be carried in phases as follows:
Starting a company in Switzerland
making a rough structure of “Pixies”,
Defining the target market and making a strategy
Gathering team (creative, research, back office, front office)
Finding famous personalities and influencers as well as 1-3 big brands to collaborate with (MTV Energy, Ethereum)
Additional testing (incorporating Ether as a means of payment)
Advertising and other promotional activities
1 year: Launching
Analysis of data related to number of users and their statistics
Attracting attention of big brands (missions that will be focused on those brands)
Going into new markets
Number of users: 10k
Focus on attracting new users
Additional integration of complementary brands (MTV, Ethereum etc.)
Number of users: 50k- 100k
Redefining the company – looking for the best marketing experts
Acquiring new influencers and brands
using all social media for advertising
decentralization: creating organic and paid profile players who will have their player bas
- Unique product
- Many elements to please a broad audience
- In sync with trends
- Unlimited fun
- One of the biggest target markets are underaged users who are usually not in a position to make purchases. However, this is also an opportunity to form them as consumers for brands which they will choose when they reach majority.
-Potential partnerships with giants in various markets
- development of augmented reality Threats
- Established firms and app developers can take elements of the application and incorporate them as part of their products
Where to start- big vs small market- why
In the world of mobile applications, the first 3 days are the most important ones. Those are the days when an application either succeeds or fails. Most downloads happen due to paid advertising, and only after 3-4 days do we see an increase in organic downloads. Some organic downloads happen due to word of mouth, but most are due to a higher visibility if the application is successful. It is therefore crucial that the application enters the top 25 list in any given market.
Most platforms (app stores) divide their sales by country. Since we are not going to target the whole world at once, it is important to choose the countries which we should target first wisely, as the costs of promotion vary greatly from country to country.
According to FIKSU research, in order to be in the top 25 apps, one would have to spend $200K in the USA 65$ in Germany, but only $7K in South Korea.
Both strategies have pros and cons. A small market gives us the opportunity to test the water and fix bugs and problems before we enter bigger, more challenging ones. Given the fact that nowadays, the biggest cost of app launching is the marketing itself and that big platforms (Itunes, Google play etc.) segment their apps by countries, it might be more efficient to enter a small market. The term “small market” here applies to countries where it is cheaper to promote applications, not necessarily those with less users.
However, with sufficient funds, big markets such as the USA are also the most profitable and tend to be good starting platforms as they influence other smaller ones.
Android or IOS
How will the application make money?
The application, although free to download and use will have a few sources to make money:
Although coins can be earned by performing tasks, users who want to advance faster and thus rank higher in the game will be able to purchase them. These coins can then be used in a variety of ways:
To buy additional time in time limited challenges
To purchase photos from other users (for example, if a user is not in a position, or doesn’t want to take a picture that is set as a task, they can purchase it from another user).
Customize the art gallery: purchase different frames for the pictures, paint the walls in the virtual gallery a different color, use the coins to purchase virtual decorations etc.)
“Employ” other players to snap better photos
To skip quests
Although there will be no pop up ads in the application itself, sponsored ads will be served as quests and challenges. Those can be global for high street companies or local for smaller businesses who want to target smaller communities.
A web shop will be available where users will be able to purchase memorabilia and collectibles connected to the application and its events.
AD REVENUE+ IN GAME PURCHASE
ARPU( average revenue per user) 0,43$
100 download (per day) x 0,43$= 430 $ / month 12.900 $
1000 download (per day) x 0,43$=4.300 $ / month 129,000 $
10.000 download (per day) x 0,43= 43.000 $ / month 1.290,000 $
The market of mobile game apps makes around 100 bilion dollars each year.
The US market yearly turnover is 15 billion dolars.
There are 1.7 billion users of app games around the world.
80% of all Internet users own and use smartphones.
Examples of similar apps:
Key Pokémon GO data points:
Total number of downloads – 100 million (by August 8th, Google Play market only)
Total revenue – $950 million in revenues in 2016
Average revenue per DAU – $0.25
Percentage of iOS users that do in-app purchases – 80%
Daily Active Users – 20+ millions
Time Android users spend with the game daily – 43 minutes
Three day retention – more than 60%
Revenue per day (April 2017) $262736
Mobile game developer Rovio Entertainment Ltd. says the popular Angry Birds franchise helped it double revenue in 2012, with net profit surging more than 55 percent to 55.5 million euros ($71.2 million). The Finnish company says that sales last year were 152.2 million euros, up from 75.6 million euro a year earlier.