CloudMoolah

Mobile gaming Steam Store for Southeast Asia, with an inbuilt Kickstarter for game developers and virtual items marketplace.

About CloudMoolah

CloudMoolah is a game distribution platform that allows individuals to use various payment systems such as top-up cards, prepaid cards, and MOO tokens to purchase content. The aim is to allow game developers to target and receive revenue from users that do not have access to credit cards.

Token Sale Use of Blockchain

Product

2.2
Product
Readiness

Is the product ready for use? Is there a working prototype or MVP? How long until it is operational?

2.0
N/A
2 - Proof of concept or test platform.
Appeal

How appealing is the product? How good or necessary is it? Does it have a distinct edge?

2.0
N/A
2 - Meh, okay.
Target User Base

Is it mass market or niche?

4.0
N/A
4 - Large audience / wide market.
Competition

Are there many other similar solutions or is this one of just a few, or even one of a kind?

1.0
N/A
1 - Many / much better competitors.
Innovation

How innovative or inventive is the product, either conceptually or technologically?

2.0
N/A
2 - Some, but nothing outstanding.

Product

The gaming market is quite saturated with up and coming blockchain-related projects. However, it is stated that CloudMoolah has “signed an exclusive deal with Unity on a collaboration to develop an app store, called MOO Store, which integrates [their] flagship product, CloudMoolah”. This partnership may allow CloudMoolah to effectively compete with other blockchain gaming organizations. The aim is to address the issue of a lack of payment channels, which makes it difficult for developers to reach some audiences, particularly in Southeast Asia. Thus, the target user base is quite large.

Product Whitepaper

Use of Blockchain

1.0
Use of Blockchain
Blockchain Development

Is blockchain technology essential? Does it make the solution significantly different and better?

1.0
N/A
1 - None; simple Ethereum based coin.
Disruptive Blockchain Advantage

How disruptive is the introduction of blockchain technology into the product's market space?

1.0
N/A
1 - None or indeterminate.
Need for a Custom Token (vs. BTC or ETH)

Is the token essential or could it be done just as well or better with fiat or Bitcoin?

1.0
N/A
1 - None really, just fundraising.
System Decentralization (besides token)

How decentralized is the system architecture other than the token (e.g., data collection, storage, access, and use, or decision making processes, etc.)?

1.0
N/A
1 - Essentially centralized.
Contribution to Blockchain Ecosystem

How compelling is the solution's contribution to the evolution of blockchain infrastructure and economy?

1.0
N/A
1 - None really, or unknown.

Use of Blockchain

MOO is an ERC20 compliant token. It is explicitly stated in the document that in order to “To accelerate the development of the MOO Store, Cloud Moolah Foundation Limited (“CMF”) has been incorporated to undertake the Token Sale”. In other words, the MOO token is primarily a means of funding for the platform. MOO tokens can be exchanged for CloudMoolah Points (CMP) with a bonus not exceeding 20%, which can be used as a means of exchange on the MOO Store.

Use of Blockchain Roadmap

Whitepaper

3.0
Whitepaper
Comprehensiveness

Does it cover the full scope of the problem and solution?

3.0
N/A
3 - Covers most key issues; a few holes.
Readability

Is it easy enough to understand?

4.0
N/A
4 - Easy to read and understand.
Transparency

Does it candidly describe and disclose where the project now stands, how much exists and how much still needs to be done, etc.?

3.0
N/A
3 - Basic honesty with some hype.
Business Plan Presentation

Does it contain a viable, comprehensive business plan?

3.0
N/A
3 - More information required.
Technology Presentation

Does it present a well thought out technological architecture? Does it address implementational challenges?

2.0
N/A
2 - Missing critical information.

Whitepaper

The whitepaper is fairly long at 56 pages. The technology plan is presented in fairly low detail; there are few technical aspects of the platform that are discussed beyond a layman level explanation. The business plan is presented at a moderately low level of detail, with market research taking up approximately 3 pages of the document. Overall the whitepaper focuses primarily on the logistics of how the platform will operate.

Whitepaper Compliance

Roadmap

2.2
Roadmap
Concreteness

Is there a concrete and practical development plan (vs. just a conceptual vision)?

2.0
N/A
2 - Vague, noncommittal.
Feasibility

Is the development plan realistic? Is it based on reasonable goals and timelines?

3.0
N/A
3 - Optimistic.
Vision

Is there a larger, long-term vision?

2.0
N/A
2 - Riding the current wave.
Dependencies (services or capabilities)

How available, operational, or trusted are the other systems or capabilities on which the project relies?

2.0
N/A
2 - Not fully available or trustworthy.
Current Position

Where is the project now, relative to its vision and plans?

2.0
N/A
2 - Critical obstacles ahead.

Roadmap

The roadmap presented in the whitepaper spans from March 2018 to 2020, with 7 milestones in total, and contains significantly low levels of detail. Milestones reached thus far are not included in the roadmap. The release of the MOO Store alpha version is planned for Q2 2018. Considering the low number of developers on the team, some of the milestones are fairly ambitious.

Roadmap Company and Team

Compliance

1.8
Compliance
Token Utility (value through usage)

How much use is there for the token itself (regardless of its value as an investment vehicle)?

1.0
N/A
1 - None in the near (or any) future.
Token as Security (tradable instrument)

How valuable is the token as an investment vehicle or financial instrument?

1.0
N/A
1 - Solely; a passive investment vehicle.
Token/Smart-Contract Readiness

Is the blockchain infrastructure of the project ready for use? Is there a working prototype or MVP? How long until it is operational?

1.0
N/A
1 - Nothing yet, just an idea.
Attention to Compliance Issues

How much attention is given to compliance (via token and ecosystem design, token sale participation, etc.)? Is this issue addressed directly and coherently?

3.0
N/A
3 - Limited to blanket standard.
Legal Review/Risk Assessment

What kind of legal documentation (reviews or agreements) and risk assessment are provided?

3.0
N/A
3 - Semi-professional (e.g. Howey Test)

Compliance

The whitepaper contains a disclaimer section that is approximately two-thirds of a page in length. Additionally, there is a section towards the end of the document that with content regarding legality of the platform and risk factors, which is approximately 12 pages long and very detailed. It is explicitly stated that MOO tokens should not be considered securities. KYC will be used and residents from the US and China will not be able to participate in the token sale.

Compliance Token Sale

Company and Team

3.4
Company and Team
Company Stage and Foundation

Is the company already established? Has it raised funds before? Is it mature?

4.0
N/A
4 - Established with some fundraising history.
Background of Lead Team Members

Do we know who they are? Do they have LinkedIn profiles? Do they have solid, relevant backgrounds?

4.0
N/A
4 - Verifiable relevant experience.
Team Assembly and Commitment

Is a solid, fully committed core team in place? Do they have online (e.g. LinkedIn) profiles showing sufficient relevant experience? Is their participation transparent?

3.0
N/A
3 - Mostly assembled and committed.
Team Skill Set Relevance

Does the amount of talent and skill in each area seem to fit the project requirements?

3.0
N/A
3 - Correlated to project requirements.
Team Skill Set Balance

Is the team well-rounded (biz/tech/blockchain)? Is there sufficient talent and skill in all areas of required development?

3.0
N/A
3 - Somewhat uncertain, probably okay.

Company and Team

Four team members are listed on the the Cloud Moolah website, along with their profile pictures, short descriptions, and links to LinkedIn profiles. Six additional team members are included in the whitepaper, and the reason why these particular team members are omitted from the website is unclear. Many of the team members have professional experience working in the gaming industry. Overall, the team is severely lacking from a software/blockchain development standpoint. However, since this ICO is purely to raise funds, extensive blockchain development experience is not necessary, as the level of blockchain development experience required to create a new ERC20 token (strictly for funding purposes) is quite low. It is stated that CloudMoolah has successfully been integrated into the Unity Editor and “available together with Amazon Apps, Apple’s iOS App Store and Google Play Store”. Team members have been involved (marketing and publishing) with reputable games such as FIFA Online 2, World of Warcraft, Counter-Strike Online, Starcraft 2.

Company and Team Product

Token Sale

2.8
Token Sale
Raise Amount Max

Is there a clear cap? Is the maximum raise amount modestly sufficient (as opposed to either greedy or insufficient)?

3.0
N/A
3 - Justifiable.
Raise Amount Min

Is the minimum raise reasonable considering the development plan? Are there raise-amount dependent milestones?

3.0
N/A
3 - Justifiable.
Fund Allocation

Is fund distribution and allocation reasonable and justified?

3.0
N/A
3 - Rough estimates, but sensible.
Token Allocation

Is the ratio of tokens sold to those kept reasonable? Does it prevent the company from having too much control?

3.0
N/A
3 - Sufficient company/community interest balance.
Media Presence and Following

Is the sale being talked about in Reddit, Bitcointalk, Social Media, Medium, etc.? Is information available and accessible? Is there interest?

2.0
N/A
2 - Minor exposure and interest, or ambivalent reception.

Token Sale

Information regarding the token sale is presented more clearly on the website than in the whitepaper. The total number of MOO tokens is 500 million (40% is reserved, 12% is for the private sale, 12% is for the public sale, 10% is for suppliers, and 26% is for the cloud alliance team and advisors). The allocation of tokens is suspect, especially since the reserve fund is quite significant at 40%. The reserved funding will be used for future fundraising, employee compensation and developer incubation. However it is stated that “There is no certainty that the Reserved MOO Token will be utilized or offered for future sale. CMF shall have sole discretion to deal with the Reserved MOO Token in any manner it deems fit”. The allocation of funds is described in moderately high detail (44% is allocated for platform development, 16% for marketing, 13% for OPEX, 6% for the developer incubation program, 6% for the operational reserve, 5% for the reward program, and 10% for the contingency). The soft cap is $10MM USD and the hard cap is $30MM USD, where 1 MOO = $0.30 USD. The token sale takes place on March 1, 2018.

Product

The gaming market is quite saturated with up and coming blockchain-related projects. However, it is stated that CloudMoolah has “signed an exclusive deal with Unity on a collaboration to develop an app store, called MOO Store, which integrates [their] flagship product, CloudMoolah”. This partnership may allow CloudMoolah to effectively compete with other blockchain gaming organizations. The aim is to address the issue of a lack of payment channels, which makes it difficult for developers to reach some audiences, particularly in Southeast Asia. Thus, the target user base is quite large.

Category Breakdown
Readiness

Is the product ready for use? Is there a working prototype or MVP? How long until it is operational?

2.0
N/A
2 - Proof of concept or test platform.
Appeal

How appealing is the product? How good or necessary is it? Does it have a distinct edge?

2.0
N/A
2 - Meh, okay.
Target User Base

Is it mass market or niche?

4.0
N/A
4 - Large audience / wide market.
Competition

Are there many other similar solutions or is this one of just a few, or even one of a kind?

1.0
N/A
1 - Many / much better competitors.
Innovation

How innovative or inventive is the product, either conceptually or technologically?

2.0
N/A
2 - Some, but nothing outstanding.
Product Score:
2.2

Use of Blockchain

MOO is an ERC20 compliant token. It is explicitly stated in the document that in order to “To accelerate the development of the MOO Store, Cloud Moolah Foundation Limited (“CMF”) has been incorporated to undertake the Token Sale”. In other words, the MOO token is primarily a means of funding for the platform. MOO tokens can be exchanged for CloudMoolah Points (CMP) with a bonus not exceeding 20%, which can be used as a means of exchange on the MOO Store.

Category Breakdown
Blockchain Development

Is blockchain technology essential? Does it make the solution significantly different and better?

1.0
N/A
1 - None; simple Ethereum based coin.
Disruptive Blockchain Advantage

How disruptive is the introduction of blockchain technology into the product's market space?

1.0
N/A
1 - None or indeterminate.
Need for a Custom Token (vs. BTC or ETH)

Is the token essential or could it be done just as well or better with fiat or Bitcoin?

1.0
N/A
1 - None really, just fundraising.
System Decentralization (besides token)

How decentralized is the system architecture other than the token (e.g., data collection, storage, access, and use, or decision making processes, etc.)?

1.0
N/A
1 - Essentially centralized.
Contribution to Blockchain Ecosystem

How compelling is the solution's contribution to the evolution of blockchain infrastructure and economy?

1.0
N/A
1 - None really, or unknown.
Use of Blockchain Score:
1.0

Whitepaper

The whitepaper is fairly long at 56 pages. The technology plan is presented in fairly low detail; there are few technical aspects of the platform that are discussed beyond a layman level explanation. The business plan is presented at a moderately low level of detail, with market research taking up approximately 3 pages of the document. Overall the whitepaper focuses primarily on the logistics of how the platform will operate.

Category Breakdown
Comprehensiveness

Does it cover the full scope of the problem and solution?

3.0
N/A
3 - Covers most key issues; a few holes.
Readability

Is it easy enough to understand?

4.0
N/A
4 - Easy to read and understand.
Transparency

Does it candidly describe and disclose where the project now stands, how much exists and how much still needs to be done, etc.?

3.0
N/A
3 - Basic honesty with some hype.
Business Plan Presentation

Does it contain a viable, comprehensive business plan?

3.0
N/A
3 - More information required.
Technology Presentation

Does it present a well thought out technological architecture? Does it address implementational challenges?

2.0
N/A
2 - Missing critical information.
Whitepaper Score:
3.0

Roadmap

The roadmap presented in the whitepaper spans from March 2018 to 2020, with 7 milestones in total, and contains significantly low levels of detail. Milestones reached thus far are not included in the roadmap. The release of the MOO Store alpha version is planned for Q2 2018. Considering the low number of developers on the team, some of the milestones are fairly ambitious.

Category Breakdown
Concreteness

Is there a concrete and practical development plan (vs. just a conceptual vision)?

2.0
N/A
2 - Vague, noncommittal.
Feasibility

Is the development plan realistic? Is it based on reasonable goals and timelines?

3.0
N/A
3 - Optimistic.
Vision

Is there a larger, long-term vision?

2.0
N/A
2 - Riding the current wave.
Dependencies (services or capabilities)

How available, operational, or trusted are the other systems or capabilities on which the project relies?

2.0
N/A
2 - Not fully available or trustworthy.
Current Position

Where is the project now, relative to its vision and plans?

2.0
N/A
2 - Critical obstacles ahead.
Roadmap Score:
2.2

Compliance

The whitepaper contains a disclaimer section that is approximately two-thirds of a page in length. Additionally, there is a section towards the end of the document that with content regarding legality of the platform and risk factors, which is approximately 12 pages long and very detailed. It is explicitly stated that MOO tokens should not be considered securities. KYC will be used and residents from the US and China will not be able to participate in the token sale.

Category Breakdown
Token Utility (value through usage)

How much use is there for the token itself (regardless of its value as an investment vehicle)?

1.0
N/A
1 - None in the near (or any) future.
Token as Security (tradable instrument)

How valuable is the token as an investment vehicle or financial instrument?

1.0
N/A
1 - Solely; a passive investment vehicle.
Token/Smart-Contract Readiness

Is the blockchain infrastructure of the project ready for use? Is there a working prototype or MVP? How long until it is operational?

1.0
N/A
1 - Nothing yet, just an idea.
Attention to Compliance Issues

How much attention is given to compliance (via token and ecosystem design, token sale participation, etc.)? Is this issue addressed directly and coherently?

3.0
N/A
3 - Limited to blanket standard.
Legal Review/Risk Assessment

What kind of legal documentation (reviews or agreements) and risk assessment are provided?

3.0
N/A
3 - Semi-professional (e.g. Howey Test)
Compliance Score:
1.8

Company and Team

Four team members are listed on the the Cloud Moolah website, along with their profile pictures, short descriptions, and links to LinkedIn profiles. Six additional team members are included in the whitepaper, and the reason why these particular team members are omitted from the website is unclear. Many of the team members have professional experience working in the gaming industry. Overall, the team is severely lacking from a software/blockchain development standpoint. However, since this ICO is purely to raise funds, extensive blockchain development experience is not necessary, as the level of blockchain development experience required to create a new ERC20 token (strictly for funding purposes) is quite low. It is stated that CloudMoolah has successfully been integrated into the Unity Editor and “available together with Amazon Apps, Apple’s iOS App Store and Google Play Store”. Team members have been involved (marketing and publishing) with reputable games such as FIFA Online 2, World of Warcraft, Counter-Strike Online, Starcraft 2.

Category Breakdown
Company Stage and Foundation

Is the company already established? Has it raised funds before? Is it mature?

4.0
N/A
4 - Established with some fundraising history.
Background of Lead Team Members

Do we know who they are? Do they have LinkedIn profiles? Do they have solid, relevant backgrounds?

4.0
N/A
4 - Verifiable relevant experience.
Team Assembly and Commitment

Is a solid, fully committed core team in place? Do they have online (e.g. LinkedIn) profiles showing sufficient relevant experience? Is their participation transparent?

3.0
N/A
3 - Mostly assembled and committed.
Team Skill Set Relevance

Does the amount of talent and skill in each area seem to fit the project requirements?

3.0
N/A
3 - Correlated to project requirements.
Team Skill Set Balance

Is the team well-rounded (biz/tech/blockchain)? Is there sufficient talent and skill in all areas of required development?

3.0
N/A
3 - Somewhat uncertain, probably okay.
Company and Team Score:
3.4

Token Sale

Information regarding the token sale is presented more clearly on the website than in the whitepaper. The total number of MOO tokens is 500 million (40% is reserved, 12% is for the private sale, 12% is for the public sale, 10% is for suppliers, and 26% is for the cloud alliance team and advisors). The allocation of tokens is suspect, especially since the reserve fund is quite significant at 40%. The reserved funding will be used for future fundraising, employee compensation and developer incubation. However it is stated that “There is no certainty that the Reserved MOO Token will be utilized or offered for future sale. CMF shall have sole discretion to deal with the Reserved MOO Token in any manner it deems fit”. The allocation of funds is described in moderately high detail (44% is allocated for platform development, 16% for marketing, 13% for OPEX, 6% for the developer incubation program, 6% for the operational reserve, 5% for the reward program, and 10% for the contingency). The soft cap is $10MM USD and the hard cap is $30MM USD, where 1 MOO = $0.30 USD. The token sale takes place on March 1, 2018.

Category Breakdown
Raise Amount Max

Is there a clear cap? Is the maximum raise amount modestly sufficient (as opposed to either greedy or insufficient)?

3.0
N/A
3 - Justifiable.
Raise Amount Min

Is the minimum raise reasonable considering the development plan? Are there raise-amount dependent milestones?

3.0
N/A
3 - Justifiable.
Fund Allocation

Is fund distribution and allocation reasonable and justified?

3.0
N/A
3 - Rough estimates, but sensible.
Token Allocation

Is the ratio of tokens sold to those kept reasonable? Does it prevent the company from having too much control?

3.0
N/A
3 - Sufficient company/community interest balance.
Media Presence and Following

Is the sale being talked about in Reddit, Bitcointalk, Social Media, Medium, etc.? Is information available and accessible? Is there interest?

2.0
N/A
2 - Minor exposure and interest, or ambivalent reception.
Token Sale Score:
2.8

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