Inti Games

Launch Helix in Australia or wait?

Introduction

• Inti game is china based company which manufactures outdoor

game equipment(Racquet)

• Founded by Thijmen De Schipper and Jochem Van Rijn in January

2013

• De Jong, a famous entrepreneur and investor, provided financial

backing to incorporate Inti games.
Background

• De Schipper came with novel idea of combining two games

(Badminton & Beach volleyball) to create new game which can be
played anytime, anywhere.

• De Jong, Van Rijn and most publisher were enthusiastic about the
idea.

• They sought feedback from several experienced entrepreneurs and

game publishers before designing the product.
Initial setbacks

• Issues encountered and it’s solution

1. Lack of technical knowledge in designing –
Solution-Hired graduate industrial designer and graduate student
intern.
2. Failure of first prototype- first prototype of design uses 3D
technology which construct prototype layer by layer. It can’t be use
for mass production.
Solution- Approached well established designer studio “Tweetonig”
Milestones

• First milestone- Creation of model by using 3D printing technology

• Second milestone- Made a model capable of satisfying the

requirement of mass production.
Entry into domestic market (Netherland)

• Game industry in neatherland was conservative and traditional.

• Inti game began to sell product to well established retailers and

distributors.

• It collaborated with Blokker who made initial deal of 23000

pieces.
Expansion into international market

• Inti games took part in Toy fair start up competition in Nurnberg

which help them to raised brand awareness for their
product(Helix) in international market.
• They attracted retailers from all over the world.
• Inti game become the finalist of the category Hardware summer of
ISPO BRANDNEW at ISPO Munich 2014.
• Toy fair helped to establish strong relation with distributor and
retailor in Australia.
Main issues

• To find trusting partner in china.

• Adjustment to dutch Helilx model placed a lot of time pressure.

• Only 80% of design was completed.

• It became difficult for Inti games to meet delivery date.

Stuck in Dilemma

• Weather to launch or wait?

If they launch the product
1. Regardless of quality issue, The risk were high.
2. If product failed to meet customer’s expectation, Brand image
of Helix would affect adversely.
3. Damage would disrupt Inti games future internationalization
plans in U.K. and the U.S.
 Stuck in Dilemma

• Weather to launch or wait?

If they wait for product launch
1. They miss the opportunity to be first mover in the Australian
market.
2. Loose big turn over.
3. Internationalization plans would be blocked.
Our view point for Dilemma

They have issue to get bank loan for further quality check at
initial stage.

By launching the product, they can generate revenue which can

be used for expansion as well as quality modification of Helix.

Even by postponing the product launch, we can’t guarantee the

acceptance of product by consumers.
Our view point for Dilemma

• Inti games should launch their product in Australia market.

Because
1. They will get first mover advantage
2. As product is new in market, there is no benchmark to evaluate
product with other products
3. If there is some problem in Helix, it can be identified through
feedback and modified accordingly.