Comms Plan
Transcript: MPL Communication PLAN CORE POSITIONING MPL in one-line India's biggest mobile gaming platform that rewards real gamers with real money key differentiators What differentiates MPL from everything else and makes it India's fastest growing gaming platform? 1 1) Power of the platform MPL is not just a gaming enterprise, it is a platform where gamers from all over India can compete and win in games built by game developers all around the world. This helps gamers compete on a wide range of games and game developers to present their games to a far wider audience. The platform model provides MPL tremendous scale as a marketplace and a huge room for growth which is unfathomable on a single offering ecosystem. 2 2) Skin in the game Gaming in MPL is no child's play. Gamers put real money on the line to win big rewards - this ensures that gamers make enough effort to improve their skill in the games in which they compete on MPL. This also translates into a very high degree of engagement of users with these games which creates a force multiplier effect on the games that are part of the MPL platform. The skilled ones get rewarded handsomely for their effort and persistence, while the ones who don't make it, work harder to improve their skill. 3 3) Made in india, made for the world In 2019, the global esports market has crossed $1.1 Billion with a global audience of 453 million users (201 mn enthusiasts and 252 mn occassional viewers). While India's mobile game users stand at around 200 mn and are projected to triple in the next 3 years. In 2022, India's mobile gaming revenue is projected to grow to $943 mn. It's clear that the lion's share of the global growth of esports will be powered by India. MPL aims to become one of the powerhouses of this growth by providing Indian game developers an opportunity to monetize their products among an Indian and global audience KEY STAKEHOLDERS whom does mpl need to engage with? 1) mobile gamers gamers MPL's biggest stakeholders would be 2 million mobile gamers that are spread all over India and the 6 million mobile gamers that are estimated to be added in the next 6 years. In that broad set, MPL needs to target highly skilled gamers who are on top of their game and would see value in competing in paid tournaments and challenges. 2) mobile game developers MPL needs to ensure that Mobile Developers from India and all over the world don't see MPL as a competition but as India's biggest gaming platform which can help them in presenting their offering to a very large audience than they would be able to reach on their own. In this set, the niche of small, indie game developers would be a better fit as they would be more flexible to work under the standard guidelines and constraints of the MPL platform. International developers who have a significant chunk of Indian audience should view MPL as an opportunity to monetize their offering from the Indian market and those who don't should view MPL as a launchpad to test Indian waters. DEVELOPERS 3) GOVERNMENTS As governments are yet to formally recognize esports as an industry, regulatory changes can potentially have massive ramifications on the company and the industry. Therefore, it is imperative that a dedicated outreach is made to the following arms of Central and the State governments: 1) IT Ministry 2) Finance Ministry 3) Commerce Ministry 4) HRD Ministry 5) I&B Ministry 6) Sports Ministry 7) MSME Ministry GOVTS 4) Institutions Institutions play a major role in determining policy, perceptions, and projections for the industry. Some of the major institutions which MTL should engage with are as follows: 1) Financial: RBI, DPIIT 2) Associations: NASSCOM, IAMAI, IFSG, CII, FICCI, ISPIRT, IESF, ABAI 3) Think-tanks: Niti Aayog, ORF, CPR, VIF, India Foundation 4) Consultancies: PWC, Deloitte, KPMG, McKinsey, E&Y, BCG, Bain, IBM, Accenture, Gartner, Mercer, Grant Thornton 5) App analytics platforms that generate industry reports: Google, App Annie, Similar Web, Localytics, Flurry 6) Brand Marketing platforms like Afaqs, Exchange4Media, Social Samosa, Advertising Association of India, Content Marketing Summit INSTITUTIONS 5) Investors The venture capital community is an important stakeholder from MPL's point of view, not just for investment possibilities in MPL but also for the investment potential for investors COMMS STRATEGY Levers of communication Building properties that will enable MPL's communication with its stakeholders and the world owned media Owned Media MPL should start with the following properties on its website which could become official mouthpieces for the platform. 1) Blog 2) Media Center 3) Heroes of MPL 4) Social Media channels 5) Audience-wise mailing lists Blog Blog The blog would share news, updates, developments, founders' and leadership team's opinion on industry developments and trends. The tone of the content on the blog would be fun, and casual while the content would be brief and snackable with an emphasis on visual media