CloudMoolah basic review from ICORating agency

Project Details


Ticker symbol: XMOO

Project Type: Gaming

Extended company description: CloudMoolah is a payment system integrated into Unity Technologies’ game development software (Unity Editor), that enables one to make payments within games using popular payment systems and MOO tokens.




ICO Details

Start of Public ICO: 30.03.2018

End of Public ICO: 30.04.2018

Token Sale Duration (weeks): 4

Token type: ERC20

Total number of tokens issued: 300,000,000

Tokens available (Pre-Sale + Public ICO): 123,000,000

Investment goals:

Price of 1 MOO: 0.30 USD

Accepted payments: ETH

Token Role: Functional


Team size (number of people): 20

Number of advisors and partners: 8

Project Information

CloudMoolah is a payment system integrated with Unity Technologies’ game development software (Unity Editor), that enables payments within games using popular payment systems as well as MOO tokens.

The CloudMoolah system also supports payments for Unity-made Android apps. CloudMoolah combines payment methods such as telco cards, prepaid cards, e-banking and the upcoming MOO token. 

In addition, the project plans to create an app store called the MOO Store. The integration of CloudMoolah with Unity will enable game developers to place their products in the MOO Store. This will give them access to more than 100 million players in Southeast Asia through more than 500,000 points of sale. The payment system also enables the monetization of games.


Sandra Wu (LinkedIn) — Director, Head of Legal Department at Mercer Investments, formerly executive director of the Association of Corporate Counsels, Partner at Weil, Gotshal & Manges LLP, and at Kirkland & Ellis.

Brian D. Evans (LinkedIn) — Founder and CEO at BDE Ventures, founder of Influencive, Marketing Director at Shipchain, Advisor to Adbank.Network.

Lt-Gen Ng Jui Ping (n/a) — Director of Yanlord Land Group, Director of a Singapore Shipping Corporation, Pacific Andes Resources Development, Chairman of the August Asia Consulting and Consultant to the Sumitomo Mitsui Banking Corporation.

Andras Kristof (LinkedIn) — CTO at Yojee, formerly founder and CEO of EMBUSU Terminals Pte Ltd, Founder of HOMEGRW, CTO at Zeicast.

Branden Hampton (LinkedIn) — CEO of the Elevator Studio, Weedhumor, Celemerch, advisor to Dollar Beard Club.

Quentin Staes-Polet (LinkedIn) — Vice President of Business Development at Improbable, formerly regional director for south APAC at Unity Technologies, and Director of Business Development and Strategic Partnerships APAC at Unity Technologies.

Hal Bame (LinkedIn) — Co-Founder and Chief Business Development Specialist at Iprodoos, Advisor at Novum Capital, Cloud Moolah Foundation Limited, and Co-Founder at Consentium, and at MatchMe Pte. Ltd.

Yap Lian Seng (LinkedIn) — Managing Director at Zico Insights Law, attorney at the Supreme Court of Singapore, formerly partner at Morgan Lewis Stamford.

Project partners:

Unity Technologies — a video game development company.

True Digital Plus — a payment aggregator. Operates in the field of eSports in Thailand.

VTC — a multimedia corporation in Vietnam.

MOL: Money Online — a company dealing with payments.

Softworld  — a game publishing company in Thailand.

Bluepay — a mobile payment platform.

Iahgames — a company working with game developers in SEA and Hong Kong.

Unipin — a company that works in the field of game payments.

Sam & Co (n/a) — a company selling games in offline mode.

Attracted investment — $35 million. (CrunchBase):

  • $30 million from ICO.
  • $5 million from Aetius Capital.


The project is based on a payment aggregator for online games, combining several payment systems.

Strengths of the project:

  • the team has experienced advisors and partners.
  • initial investments have been received.
  • the project design has already been presented.
  • markets selected by the project demonstrate high growth rates.

Weaknesses of the project:

  • The team has not submitted a marketing strategy for the project entering the Asian market.

Market and Industry

According to Digi-Capital, mobile gaming revenues will have increased from $29 billion in 2015 to $45 billion by 2018, with an annual growth rate of 15%. Furthermore, Asia dominates the market, accounting for 50% of total profits.

Since the company is also creating a marketplace, it is also necessary to analyze this segment of the market. Statista’s data shows that Google Play’s and the App Store’s revenues from the sale of apps and mobile games grew by 52% in a year ($12.5 billion). 

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According to the team’s analysis, the volume of the gaming market in Southeast Asia was $1.5 billion in 2015, and it is expected to grow to $9 billion by 2025. In the period from 2015 to 2025 the annual growth rate will be 20%.

Regarding income from mobile application stores, it is expected that by 2020 this will amount to $100 billion. This growth is due to the development of smartphones and stable internet connections, which enables the support of video games, virtual and augmented reality. 

Comments: Markets are showing high rates of growth, which suggests occupying a market niche is possible. In addition, the project’s partnership with Unity will have a positive impact in the fight for a market share.


Adyen — A payment system for online games, supporting WeChat Pay, Alipay, Qiwi and Yandex.

Payment for Gaming — A payment system enabling in-game payments.

Boss GS — A payment system that can be integrated into games.

Summary: The main difference of CloudMoolah from its competitors is their focus on Southeast Asia and the presence of a big industry partner.

Engineering features of the platform

The platform includes the following components:

  • CloudMoolah is a payment aggregator, which enables payments to be made within the platform ecosystem.
  • Wallet. The wallet will enable users to store CMP and other items.
  • MOO store is an app store that integrates Unity games. Blockchain technology is used for payments within the store.

The ecosystem supports two tokens:

  1. CMP (CloudMoolah points) — A game currency enabling users to make purchases within games.

    Developers can withdraw CMP at the rate of CMP = 0.01 USD.

    Later, CMP will also be converted to the ERC-20 format.
  2. MOO tokens can be used for:
    • investment.
    • trading in the MOO Store.
    • providing full access to content, articles and events from the best mobile games Made-in-Unity.
    • monetization of games.
    • exchange for CMP.

Technical description

The platform’s ecosystem will function as follows:

  1. A gamer exchanges traditional currencies or MOO tokens for CMP.
  2. Players can use CMP to make in-app purchases.
  3. Developers can exchange their CMP for traditional currencies or MOO tokens.
  4. Developers can also pay with tokens to launch games in the MOO Store.
  5. Game developers can request help with the implementation of a game in the Cloud Alliance.
  6. Another option for raising funds for the launch of a game is crowdfunding carried out with MOO tokens.
  7. Gamers can be rewarded with CMP for completing a quest in a game/level etc.
  8. Players and developers can trade services and items by selling and buying them for MOO tokens.

Comments: The product design preview is available at [].

Technical roadmap

In the future, as technology and data are being developed it is planned to implement the following:

October 2017: Successful launch of the CloudMoolah system.

2Q 2018: Launch of the Alpha version of the MOO Store.

3Q 2018: Release of a beta version of the MOO Store.

4Q 2018: Release of MOO Store. Completion of phases 1 and 2, which include:

  • Integration of CloudMoolah in the MOO Store, use of CMP as a currency.
  • The release of wallets.
  • Integration of the facility for publishing content for tokens.
  • Crowdfunding facility.

2019: Start of phase 3 development.

2020:  Completion of phase 3:

  • Moving CMP to blockchain.
  • Implementation of the reward system.
  • Facility for trading objects and services.

Comments: The project has presented a step-by-step strategy for the development of the platform.

The team has successfully completed the CloudMoolah launch phase. It is not possible to view the code as it is a commercial secret. It is also not possible to examine the smart contract.


We have analyzed the CloudMoolah site and its documentation for adequacy and consistency in relation to making an investment decision.

Information about the project is contained in the White paper, Light paper, the Introduction to South Asia, Privacy Policy and Terms of Service.  The documents are presented in English, the Light Paper is also available in Korean, Chinese and Russian. The project is described in detail in the White Paper; the main emphasis is on the description of the platform’s functionality and the market analysis.

The website also provides information on the project, the roadmap, ICO, partners, team and advisors. The site is available in English. 

Summary: The documentation provides insight into the project. The platform functionality is described in sufficient detail, but technical components are not disclosed.


Percentage of tokens to be issued for sale: 41%

Start of Public ICO: March 30, 2018

Token type: ERC20

Accepted payments: ETH

Price: 1 MOO = 0.30 USD

ETH price: 540 USD per ETH

MOO/ETH price: 1,800 MOO per ETH

Min contribution: 0.2 ETH

Max contribution: 20 ETH

Crowdsale duration: 4 weeks, until 30 April 2018.

MOO is a functional token which may be used for:

  • investment.
  • trading in the MOO Store.
  • gaining full access to content, articles and events in the best Made-in-Unity mobile games.
  • game monetization.
  • exchange for CMP.

Within games, the project will use CMP tokens, which will not be pegged to ETH in order to speed up transactions:

  • CMP (CloudMoolah Points) is a game currency, enabling users to make in-game purchases.

Developers can withdraw CMP at the rate of CMP = 0.01 USD.

At a later date, CMP will also be converted to the ERC-20 format.

Token limit: 300,000,000

Advantages for token holders: the tokens are functional and can be used to access platform services or be sold.

Dividends: no

Additional token issue: no

Escrow: n/a

Tokens are sold in several stages:

Max Goal: $30,000,000

Minimum Goal:  $10,000,000

Bonuses: 25% bonus for a contribution of 50 ETH or more.

                35% bonus for a contribution of 1,000 ETH or more.

Bounty (ended)

Link to the bounty program: []

Summary: The project has opened a program for its popularizers (MOO Evangelist Programme), which enables them to buy tokens in the pre-sale (minimum 10 ETH) with a 15% bonus. All the terms of the program are specified at the link.

Token and capital distribution

Tokens and capital are distributed according to the following scheme:

Summary: Tokens do not affect the distribution of shares in the company. There is a 6-month lockup period for the team’s tokens.

Development Plans

Roadmap for the project:

In 2016 the project entered into a partnership with Unity Technology. Now it is preparing its ICO, launching the platform and the MOO Store.

Summary: The project plans to conduct a marketing campaign, but details have not yet been disclosed. Regarding scaling, the project aims to occupy the Southeast Asian market.


The team consists of 20 people, as well as 8 advisors. Information on the core members of the team (LinkedIn) is as follows:

Jonathon Sze (LinkedIn) — Co-founder and Head of Operations Department. Director of Product Management at Infocomm Asia Holdings, formerly technology manager at Igamesasia Pte Ltd.

Roland Ong (LinkedIn) — Co-Founder and Member of the Board of Directors. CEO at Infocomm Asia Holdings, formerly CEO of Iahgames.

Benjamin C (LinkedIn) — Co-Founder and Head of Finance Department. Investor at Shopback, TOAST, CEO of Aetius Capital.

There are 4 other people in the team.

Summary: The team is mainly from Singapore. All members have indicated their connection to the project. The team also features the following experts: Head of Technical Department, Head of Business Development Department, CTO, and Managing Director.


Information about the project is available via a variety of popular services such as Twitter, Telegram, Reddit, Medium, Bitcointalk, LinkedIn, YouTube and Facebook. The project has a working bounty program. 

The team is conducting an advertising campaign on social media. On Twitter and Facebook there are regular news updates and the project keeps a blog on Medium.

The format of articles about the project suggests that they were either written by the project team as reviews or by the media as announcements of another project staging an ICO. 

Comments: Interest in the project is gradually increasing. The marketing campaign is mainly developed on Twitter, Medium and Facebook.

An analysis of the CloudMoolah website’s traffic based on data from is illustrated and described below:

Traffic sources: []

Comments: direct: 49.33%, referrals: 28.16%, search: 9.61%, social: 5.63%, mail: 8.27%

Search traffic: 9.61%, of which 100% is “organic” traffic.

Referral Links: 0.2816


An analysis of CloudMoolah’s website traffic based on data from showed the following:

Comments: Top 5 countries for site visitors: Vietnam — 12.33%, USA — 8.17%, Singapore — 6.92%, Czech Republic — 5.88%, Japan — 5.25%.

Traffic sources: []

Referral Links: – 67.81%, – 7.74%, – 6.55%, – 3.64%, – 3.19%

Social activity: Facebook – 63.68%, Youtube – 36.32%

Summary: Based on available data it can be concluded that users are only now becoming interested in the project. The team is leading an advertising campaign on social media (Facebook, Twitter), communicating with users through Telegram, keeping a blog on Medium and participating in various events. In the last month, traffic to the site has increased by 51,000 visitors.

The information contained in the document is for informational purposes only.
ICORating received monetary compensation from the entity rated in this report for completing
the ratings report. However, the entity rated in this report did not have
the opportunity to approve this rating report before the report was published, nor did the
entity have the opportunity to edit or remove this report once it was published.
The views expressed in this document are solely those of the ICORating Team, based on data
obtained from
open access and information that developers provided to the team through Skype, email or other
means of communication.
Our goal is to increase the transparency and reliability of the young ICO market and to minimize
the risk of fraud. We appreciate feedback with constructive comments, suggestions and ideas on
how to make the analysis more comprehensive and informative.


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