Product : A23 Poker

Brief on Gaming

What is humanity's core motivation - Is it reproduction ? Is it survival ? or is it socialisation ?

What is humanity's core motivation - Is it reproduction ? Is it survival ? or is it socialisation ?

Now lets say all of these are met ! What are we left with - a brief moment of JOY and FUN wouldn't hurt anyone.

"I feel playing games sits in a very sweet spot of providing entertainment through interaction."

My product is a real money gaming poker application, where people put in real cash for the thrill it gives them - be it making money, defeating someone, being at the brink of losing it all and winning it back.

People play games all the time to pass time but when money comes into the picture, things get serious - "Skin in the game".

A23 Poker provides the best online gaming experience of the popular card game 'poker' for its enthusiasts in the most reliable, trust worthy, non-intrusive way.

It is available on the play store and app store. Users can play with fun chips or add real money through their accounts. The market is dominated by players like Adda52, Pokerbaazi and MPL.

What the product solves ?

Poker enthusiasts want a safe and reliable platform to experience the thrill of playing anytime from anywhere.

What is the core value prop ?

With online gaming comes many challenges introduced by -

• The random shuffling of cards (is it manipulated?)
• Random anonymous opponents (are they bots?)
• Fair gameplay (Fraudsters, are they colluding on the table?)
• Is my money safe (deposit/withdrawal)
• Addiction / gambling (responsible gaming)
• Seamless gameplay and onboarding experience (KYC verification, Game banned in certain states ,etc.)

"A23 Poker provides a trusted ecosystem to experience in-person poker online for fun and real money."

Some product insights

1. Driving initial liquidity on to the platform through Free roll tournaments proved to be a good way for attracting higher LTV players.
2. By segregating reward tiers based on rake generated weekly, we saw an increase in 10-15% users playing higher bets.
3. Players choose default min raise option to raise. By increasing min raise by 1.5x we were able to see an incremental increase in rake / hand

The User | ICP

Prioritization

Score out of 10 ( Best )

Top 3 ICPS

1. Professional Players (ICP1)
2. Business Owners (ICP2)
3. Students / Young Adults (ICP3)

The Market

Real Money Gaming is a huge growing market owning to high internet penetration, population and UPI services.

TAM

External Research + Top Down + ICP

Total Gamers - 500 M

Paying gamers - 20% -= 100 M

%of RMG Card players - (15-20%) = 20 M

Split of Card Gamers between Rummy and poker 60 / 40 - 0.4 x 20 = 8 M

Potential paying poker players (PPP)= 8 M

Monthly active users (MACU) = 10% = 800 k

Avg. spend per year = Based on ICPs

ICP 1

Purchase = Rs.30-70 K / month

No. of times money rotates in the system ~ 4

Rake% (platform fees) = 3-5% = 8k / month

% of such user out of PPP = 10 % = 80 k

TAM = 40k x 8k x 12 = Rs. 8000 M

ICP 2

Purchase = Rs.100 -150 K / month

No. of times money rotates in the system ~ 4

Rake% (platform fees) = 3% = 15k / month

% of such users out of PPP = 15% = 120 k

TAM = 120k x 15k x 12 = Rs. 20000 M

ICP 3

Purchase = Rs. 0.5 -1 K / month

No. of times money rotates in the system ~ 2

Rake% (platform fees) = 5% = 1.5k / month

% of such users out of PPP = 30% = 240 k

TAM = 240 k x 1.5k x 12 = 4000 M

Total TAM = 8000+ 20000 + 4000 = Rs. 32000 M

Estimated Total TAM ~ 4000 Cr

Considering Deep internet and UPI penetration across most cities ~ 80% would be serviceable = 3200 Cr

Considering the top 3 competitors dominate the market being first movers and consider CAGR growth of 30% ~ (Assuming 30 % would be obtainable) = 0.3 x 3200 = ~ 1000 Cr

The Channel

Early Scale Stage

Considering A23 Poker has been in the market for 14 months and

achieved a good adoption rate and rapidly growing customer base.

Organic

Paid

CAC = Rs. 2000

AOV (rake / month) = Avg purchase x No. of times money rotates in the system x Frequency

LTV = AOV x margin % x retention = 10000 x 3 x 4 x 0.04 x 4 = 19200

CAC : LTV = 1 : 9

Marketing Pitches

Selecting ICP1

Channel

Considering the audience

• Is younger, a bit well-off, consumes a lot of content on card games and is rapidly growing
• Growing working middle class
• Increasing adoption to new technologies
• Impactful influence led following

Selecting ICP 1 basis TAM estimate.

Campaign Structure

Objective :

1. Drive App Install & Signups
2. Drive first purchase - Adding money into the system (Conversions)

Ad Groups :

Creatives

Variation 1 FB Ads

Variation 2 Instagram / Mobile Ads

Referral

Brag worthy thing about product -

1. Winning big money
2. Instant withdrawals
3. Bonus Rewards

Platform currency -

Bonus Cash - playable in game credits which can be used to play games and enter tournaments

Choosing Redeem User flow for Referral

Happy moment on getting money back + winnings upon withdrawal

Why?

1. No. of different players with Tournament winnings over a period of time would be low
2. Validation for moment - Could have performed less than expected in Tournament
3. Once a successful withdrawal has occurred, it signifies range of feelings - capitalizing money won, trust with the system, validation of successful exchange

Redeem User flow

Whom should you ask for referral?

Discovery

In - App Notification

Referral Program

1. Total Bonus earned by referring
2. Easy to share social options
3. Rewards progress journey - Unlocking based on refers
4. Progression in journey only on add cash by referee
5. Referral Leaderboard for validation

Refer and Earn Landing Page

Example of WhatsApp Message