*Rooster Fighterz

XANA, being a Web3 Metaverse product having a predominant user base in East Asia,
is looking to enter the rapidly evolving digital gaming market in India with it’s game
*Rooster Fighterz - inspired by the Manga. Rooster Fighterz is a betting game, where
the players can bet on roosters in a virtual race which will be livestreamed.
Since the target market is India, all web3 aspects in the game will be excluded.
Wherein, the actual game is NFT dependent. The reason to exclude the web3
integration is that the Indian audience is not yet ready for such web3 games as it is
considered “too technical”. And moreover, they prefer to have a simple and easy user
journey, and expect an engaging experience within a couple of clicks.
Points to Note/Suggestions: ETA for modified game TBC - UPI/FIAT payments
integration - Legal licenses/certifications - updated user journey and game logic -
leverage anime factor - consider adding in-game affiliate rewards to encourage
word-of-mouth promotion of the game(referral)
Alternate Note: Be aware of the negative impact on XANA’s brand image and
reputation that might arise. Since Japanese companies are held of high regard in the
Indian market, XANA being an emerging tech (web3) product - after creating a highly
immersive and functional metaverse, entering into the market with a betting game can
possibly tarnish the Brand Identity.

Market Entry
This GTM plan is tentative and can be modified according to further additions/changes
in Product strategy.
This doc has been prepared assuming that Rooster Fighterz will be modified according
to the needs of the Indian Market and will fall purely under the RMG category.
Pre Launch
Market Introduction and Brand Building:
Brand Development
To establish a strong and memorable brand identity, we will be following the below
mentioned strategies:
​ Create an LP for Rooster Fighterz
​ Create a captivating brand story, emphasizing the unique aspects of
Rooster Fighterz.
​ Design a visually appealing logo, tagline, and color scheme that resonates
with the target audience.
Once these are done, we can either;
​ Initiate a pre launch marketing campaign to create Hype/FOMO by adding
a surprise/mysterious element by doing marketing stunts, adding
 countdown on the LP for the launch of the game and creating a buzz
about the project by doing a short term PR and influencer campaign.
OR
​ Skip pre launch marketing and just continue with a traditional approach of
social media marketing which will yield very slow results(little to no).
Website, Social Media Launch & SEO
To build a strong online presence, we will have to;
​ Populate the LP with compelling content and optimize for SEO with
comprehensive game information.
​ Set up and optimize social media profiles on Twitter, Instagram and
(Telegram/Discord), focusing on engaging Indian gaming audiences.
​ Focus on SEO since the game is web-based.
Initial Content Plan
For Generating interest and informing potential users, we will;
​ Develop a content calendar focusing on game tutorials, earning potential,
and the USPs of our game.
​ Utilize blog posts, social media updates, and video content to entirely
engage the audience.
​ The overall content strategy will be unconventional and more inclined
towards meme materials.
​ Guerilla and comparative marketing tactics will be used with humor and
satire involving existing market competitors.
User Acquisition
Coming to the most important part of the strategy, Pulling in the audience.
Influencer/PR Marketing
We should leverage influencers/celebrities to generate conversion for the game.
This should be done in collaboration with an external influencer/talent marketing
agency. We will have to provide them with the content and a unique link set with
UTM parameters to analyze the performance rates. Conversion pixels can also
be embedded in the LP for tracking the signups/success of each influencer. For
this, we should;
​ Collaborate with influencers who have a strong following among the Indian
audience within the gaming niche or Celebrities. We should also consider
their past campaign results before finalizing them.
​ Organize joint live-streams, gameplay sessions, and promotional content
since we should not be following the traditional way of just posting on
social media using them. Involving them in an unconventional promotional
stunt would be different and will definitely spike interest within the
audience.
​ PR will be done to boost this effort.
Performance Marketing
Performance Marketing has limitations when it comes to promoting betting games in
India. It's important to note that for games or apps in the fantasy/gambling/RMG
category, direct ad campaigns are not feasible. However, collaborating with third-party
agencies having partnerships with Meta and Google can enable ad runs using
alternative keywords, but at a higher cost. They should be certified/licensed to run ads
for this category of products.
Community Building
To create a loyal user community for a betting game can be a misleading thought. But
this could be a game changer in a way since we’ll not only be giving the players an
avenue to share their feedback and initiate discussions, but also looking at the bigger
picture of instilling XANA’s values and laying a foundation of XANA’s brand identity into
their minds. This could be leveraged for future activities within the XANA ecosystem.
Unconventional Marketing
Apart from social media and influencer/pr marketing, we should also do a mix of offline
marketing to create humongous hype for the project. For example; We can create and
put up ‘missing posters’ of a rooster(with game logo or in-game image or a live rooster)
in several parts of highly populated tier-1/2 cities and create an ‘anonymous’ PR stunt
about it. “Roosters are missing throughout the county, PETA highly concerned” can be
used for PR, PETA is being involved just to attract attention. And then once there’s a
possible hype, we can follow up with a reveal campaign and bombard the marketing on
social media, twitter trending and also involve influencers - while the CTA would be the
LP which will have the countdown to the game launch day with the trailers. This can be
more of an initial hype stunt. *Note that this is just a sample idea to create a buzz.
We can also;
​ Organize flash mobs in major cities with participants dressed in
game-themed costumes, performing activities related to the game. Since
this shouldn’t be tagged as “yet another betting game”
​ Utilize projection mapping in high foot-traffic areas to showcase game
trailers or cryptic messages about Rooster Fighterz.
​ Create a viral social media challenge related to the game’s theme,
encouraging user participation with incentives.
The goal is to create unexpected, memorable experiences that prompt social sharing
and word-of-mouth.
Referrals
Incentivize user-driven growth by implementing a referral program rewarding users for
new sign-ups and also for sharing the game links with their friends.
Post Launch
Conversion
The Game
After all the above pre launch marketing activities, the actual conversion of the product
depends on the quality and standard of the game when compared to the others in the
market. Players would follow the marketing trail and end up in the game platform and
then it all depends solely on the game, but the interest on whether to play or not should
be spiked by the UI/UX and USPs of the game to ensure it doesn’t end up as another
born2die project(this is a very quick psychological process that would only take 30-60
seconds).
Engagement and Retention
This is yet another crucial part that will determine the success of the game.
​ Gamification of User Experience to enhance user engagement and
retention.
​ Introduce seasonal game challenges, leaderboards, and reward systems.
​ Regularly update game content to maintain user interest.
​ Festive season updates to the Game UI can connect emotionally to the
Indian audience.
​ Community: This might not align with existing market practices since most
betting game community channels are subscribe-only. But to have a
community where players can interact with each other can create a sense
of competition/achievement and an urge to play more. Subsequently, the
quality of the discussions will help retain them in the community for a
longer period which we should moderate.
​ Customer Support and Feedback Loop: To build a responsive and
adaptive gaming environment we have to establish robust customer
support channels and utilize feedback from community channels to
continually improve the game.
Partnership & Collaborations
Collaborating with established Game Publishing Companies can be a strategic move.
This not only leverages their market reputation but also targets their existing audience
base. However, a compelling pitch is essential for such partnerships. On the other hand,
collaborating with other games for mutually beneficial display of in-game ads can also
be done. We could also engage in partnerships with non-gaming brands for
cross-promotional activities that could attract a broader demographic.
Marketing Maintenance
Monitoring and analyzing marketing effectiveness is key. Site traffic, SEO performance
and user engagement & content performance will be monitored. Based on data, we will
be continuously optimizing the strategies by adjusting the tactics accordingly.
Requirements
To effectively execute the above strategy, we would require a dedicated team.
Resources
 ​ Content Creators/Strategists(with video & design expertise): For
high-quality, engaging content creation.
​ Social Media/Community Managers: To manage interactions and content
postings.
​ SEO Specialists(with technical & writing expertise): Since it’s a web-based
game, we would need highly performing SEO.
​ *Customer Support: For handling user inquiries and feedback.
Apart from these, internally we have to assign a dedicated team who will be responsible
for this project.
Executional Roadmap
Pre-Launch Phase (3 Months Prior to Launch - Suggested)
Month 1: Initial Setup and Planning
​ Week 1-2: Brand development, including creating a brand story, logo, and
color scheme.
​ Week 3-4: Set up the landing page (LP) and social media profiles. Start
initial SEO efforts.
Month 2: Content and Community Building
​ Week 1-2: Develop a content calendar and start producing blog posts,
social media content, and videos.
​ Week 3-4: Begin community engagement on platforms like
Telegram/Discord. Start seeding the game in forums and gaming
communities.
Month 3: Pre-Launch Marketing Push
​ Week 1-2: Initiate pre-launch marketing campaigns. This could include
teasers, countdowns, and the start of a PR and influencer campaign.
​ Week 3-4: Intensify social media activities, focusing on unconventional
and meme materials. Begin guerrilla marketing tactics as planned.
Launch Phase (Month of Launch)
Week 1: Launch Activation
​ Execute the launch event. Ensure all digital platforms are ready for
increased traffic.
​ Start influencer livestreams and gameplay sessions.
Week 2-4: Post-Launch Momentum
​ Continue with influencer marketing and PR efforts.
​ Ramp up performance marketing with the help of third-party agencies, if
applicable.
Ongoing Community Engagement
​ Keep the community engaged with regular updates, challenges, and
leaderboard announcements.
Post-Launch Phase (1-3 Months Post-Launch)
Month 1: Evaluation and Adjustment
​ Monitor and analyze the effectiveness of launch activities.
​ Make necessary adjustments to marketing strategies based on
performance data.
Month 2: Continued Engagement and Marketing
​ Introduce new game challenges and seasonal updates.
​ Continue with community engagement, influencer marketing, and
performance marketing.
Month 3: Long-Term Strategy Implementation
​ Evaluate partnerships and collaborations opportunities and begin
outreach.
​ Plan for the next phase of content and community activities based on
player feedback.
Ongoing Activities (Beyond 3 Months)
​ Continuously optimize SEO and content strategy.
​ Regularly update the game to keep it engaging and relevant.
​ Maintain an active and responsive social media presence.
​ Monitor market trends and player feedback for continuous improvement.
Additional Analysis
5W2H Analysis of "Rooster Fighterz"
Who is involved?
The primary stakeholders are the game developers, marketing team, potential players
(target demographic in India), gaming influencers, and partners (gaming communities).
What is the objective?
To successfully launch and market "Rooster Fighterz," a RMG betting game, creating a
strong player base and establishing the game in the competitive RMG market.
When will this occur?
The timeline for the Go-to-Market (GTM) strategy should be aligned with the game’s
launch. Initial marketing efforts should ramp up in the months leading to the launch, with
ongoing strategies post-launch.
Where will this take place?
Primarily online (through digital marketing, social media, gaming platforms, and online
communities) and some offline activities (like flash mobs or pop-up events in
high-footfall areas in major cities).
Why is this important?
To create awareness, generate interest, and drive engagement and conversions (active
gameplay). Establishing a strong market presence is crucial for long-term success in the
RMG industry.
How will it be done?
Through a blend of traditional and innovative marketing strategies, including digital
marketing, influencer collaborations, community engagement, guerrilla marketing
tactics, and PR stunts.
How Much will it cost?
While an exact budget isn't specified, it’s important to allocate funds efficiently across
various channels, ensuring maximum impact and return on investment.
SWOT Analysis of "Rooster Fighterz"
Strengths:
Possibility of making money: Betting is a concept that is prevalent in India and by
providing a gamified provision, we can cultivate raw interest.
Target Market: Focused on a growing demographic of money-minded GenZ’s and
people who are addicted to making money online. Age can span from 25-40.
Community Engagement: Strong focus on building a community around the game,
fostering loyalty and long-term engagement with plausible integration of Anime.
Weaknesses:
New Brand: As a new entrant in the market, there’s a lack of brand recognition and
trust.
Limited Resources: Being a new game, there may be limited resources for extensive
marketing compared to established games.
Lack of player engagement: The concept might be simple but is less engaging. The
players will have to wait for their betting slots. Lack of playable elements and engaging
factors.
Opportunities:
Growing RMG Market in India: The Indian RMG market is expanding rapidly, offering a
significant opportunity.
Anime Factor: Since there’s a wider anime audience, signing with new and popular
anime IPs can create a sense of interest.
Threats:
Competition: The RMG market is highly competitive, with many established players.
Marketing Struggle: Pulling off a marketing campaign successfully is highly complex
when it comes to betting games.
Regulatory Challenges: The legal landscape around RMG can pose challenges.
Closing
This GTM plan for Rooster Fighterz is designed to aggressively target the Indian RMG
market, focusing on user acquisition, engagement, and influencer-driven conversions.
The plan balances traditional and innovative marketing strategies, ensuring a dynamic
and responsive approach to market demands and user preferences. Continuous
engagement, adaptation, and innovation are key to maintaining and growing Rooster
Fighterz's presence in the competitive RMG landscape.