Monetisation Project - A23 Poker

Real Money Gaming

"A23 Poker is a real money gaming poker application, where poker enthusiasts come together and play for the thrill of winning."

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Retention Curve

The retention curve flattens after M2 at about 9%. Although retention is little on the lower side compared to industry peers, monetisation can be done for a decent user base.

Deeper Engagement

The Users


Users	Casual	Power	Core
Age	35	28	42
Location	Vizag	Coimbatore	Gwalior
Company	Cab Driver	Business Manager / Professional Poker Player	Business / self employed
Estimated App Spends / month	Rs. 5-10 k	Rs. 50 - 90 k	Rs. 3-5 L
Marital Status	Married / Kids	Un married	Married / Kids
Where do they spend time & money	Spending time with family / Local new apps / Social apps	Fashion Brands / Poker community & events / Social Media/ Dating / Casinos	Local media apps / News / Family Time / Shopping / Markets
Buying Power	Extra money earned / Med risk player / low appetite	High stakes / Med risk player / high appetite	Well Off / Gambler / High Risk player / high appetite
Key Competitors for Wallet	Pokerbazzi, Junglee poker, Pocket 52	Pokerbazzi, Junglee poker, Pocket 52	Pokerbazzi, Junglee poker, Pocket 52
Decision to Sign Up	Signed instantly / Instant Bonus reward on signup	Plays on multiple apps / Rewards system / Opponent players / Trusted ecosystem	Brand & trust factor / Easy of onboarding
Perceived Value	Convience	Reliability and Trust	Convience
Frequency of Use / hrs per week	7- 10 hrs	20 -30 hrs	10 - 15 hrs
% of Users	30%	10%	20%

>50% of users are Core or Power users of Dunzo. Hence, monetisation can be done.

Willingness to Pay

	Casual	Core	Power
How much would you pay for product	₹ 100-200	₹10k	₹50 - 1 L per / month
Would you pay for this just once or on a recurring basis?	2 times / month	4 times / month	2 times / week
What would make you pay more	Discoverability of features, Free Tournaments	- Better availability of SKUs. Loyalty and reward systems	Wide range of SKU's Loyalty and reward systems Privileged features

Casual

Core

Power

How much would you pay for product

₹ 100-200

₹10k

₹50 - 1 L per / month

Would you pay for this just once or on a recurring basis?

2 times / month

4 times / month

2 times / week

What would make you pay more

Discoverability of features, Free Tournaments

- Better availability of SKUs.

Loyalty and reward systems

Wide range of SKU's

Loyalty and reward systems
Privileged features

Substitute Pricing

Core Problem solved

A23 Poker solves by providing easy access to play their favourite card game online with real people for money anytime (effort) .

Users are primarily buying for time and effort

Substitute way	Flexibility to use	Physical effort	SKU availability	Pricing	Core Users
Poker Baazi	High	Low	High	Med	Working Professionals Business Professionals
Pocket 52	High	Low	High	Med	Working Professionals Business Professionals
With Friends in Person	Low	High	Med	Low	Working Professionals Business Professionals

Pricing Design

Who to charge

RFM Analysis

Casual	Core
How much would you pay for the product?	Rs 10 - 20 per order	Rs 20 - 30 per order	Rs 30 - 40 per order
Would you pay for this just once or on a recurring basis?	- Recurring, for the occasional need.	- Recurring. Frequency is higher than Casual users and would prefer some sort of loyalty program with one time payment and benefits though. - Users will build larger cart value to cut down on extra fees.	- Recurring, as perceived value is high. - Would prefer some sort of loyalty program with one time payment and benefits.
What would make you pay more	Using more features of Dunzo if we have, - Better availability of SKUs. - Better pricing.	- Better availability of SKUs. - Better pricing.	- Wider range of SKUs. - More features like subscription for recurring needs (medicine, pet supplies, milk etc), etc

We should definitely charge Champions and Loyal Customers as their perceived value and willingness to pay is high. Potential Loyalists can also be charged but the willingness to pay is lower for them.

When to charge ?

Once the user has experienced a game by using the pseudo bonus.
Lost initial first purchase amount
Won multiple games

Perceived value is highest at -

Redeeming winning amount (Money)
Loyalty / Bonus received (Dopamine)

What to charge for ?

As we have seen earlier, access and output (effort) are what are valued most by A23 customers.

Output (Effort) - Charge for getting huge amounts of players together at a platform
Rake = Wager amount per table * by each player * Platform Fee
Access - Charge for providing high reward tournaments with winnings
Rake from Tourney = Entry Fee * No. of Players - Tourney Winnings

What is the core value prop currency?

Access to community of player playing for money (output / effort).

What is the core user action from user POV ?

If I will play with on this platform I will make more money in return (effort)

How to charge ?

Persona (Business Professional)	Avg earning / hr	Perceived Effort	Frequency/month	Perceived Value vs Perceived Price, per order	How much to charge per wager
Potential Loyalists	700 - 900	1.5x	2	Rs 400 vs Rs 8 50x	Rs.8
Loyal Customers	2000 - 3000	1.5x	4	Rs 625 vs Rs 9 70x	Rs. 9
Champions	5000 - 8000	1.5x	8	Rs 750 vs Rs 9 83x	Rs. 9