What if marketing often seen as a complex, jargon-filled subject could be explained so simply that even a 7-year-old could understand it? Enter Ottie’s Fishy Business, Singapore’s first marketing-themed card game created by local founder Cassandra Ong, who wears many hats as a marketer, entrepreneur, and mother.
Developed by Ong’s fractional marketing agency OtterHalf, this first-of-its-kind, screen-free card game brings to life real-world marketing concepts through otter-ly adorable storytelling and gameplay. Aimed at children aged seven and up, as well as curious adults, the game teaches the fundamentals of marketing from branding and storytelling to influencer marketing and ethics in a fun and relatable way.
From Founder to Mumpreneur: The Story Behind Ottie’s Fishy Business
Cassandra Ong’s journey from marketer to game creator was deeply personal. Having faced early entrepreneurial “flops” as a child due to a lack of marketing knowledge, she became passionate about ensuring today’s young minds don’t face the same challenges. Her dedication culminated in an eight-month process of game design, testing, and refinement, a true labour of love that bridges motherhood, creativity, and education.
Her company, OtterHalf, played a pivotal role in turning the idea into reality, managing everything from branding and design to social media strategy. The game has since become more than a playful learning tool, it’s a symbol of how marketing can be demystified, one card at a time.
Interview with Cassandra Ong, Founder of OtterHalf and Creator of Ottie’s Fishy Business
To learn more about the inspiration, challenges, and creative journey behind Singapore’s first marketing-themed card game, our team spoke with Cassandra Ong, founder of fractional marketing agency OtterHalf and the creator of Ottie’s Fishy Business. In this candid conversation, Cassandra shares how her daughters inspired her idea, what it took to turn it into reality, and how the game is helping both children and adults discover that marketing can, indeed, be fun.
1) What sparked the idea for Ottie’s Fishy Business, and how did your daughters inspire you to bring this game to life?
Cassandra Ong: It all started with one of those classic mum moments. One evening, my daughters asked, “Mama, what do you do at work?” I tried explaining marketing, but quickly realised it sounded abstract and full of jargon.
That got me thinking. Marketing shapes almost everything we see, buy, or believe, even at a young age. Yet I was only taught marketing in university. Because I never had earlier exposure, I experienced my share of failures as a kid — from a sticker business that never took off, to a flea market stall that didn’t sell a thing. Looking back, I realise that a little marketing knowledge could have drastically changed the outcome.
Other than that, in my work, I’ve seen so many founders who are brilliant at building products but completely lost when it comes to marketing. They never learnt it in school, even though it’s just as important to them today as subjects like Economics and Math.
So I thought to myself: why don’t we teach marketing concepts to all the kids and curious adults in a simple and relatable way?
Knowing my daughters love playing card games like UNO and icon-matching games, I decided to create something that would teach marketing in the same fun, screen-free way that card games do.
That became Ottie’s Fishy Business, a marketing-themed card game that brings together my worlds of motherhood, storytelling, and marketing. It had a waitlist of more than 50 people before launch, and to date, 2 weeks after launch, has been played by more than 75 groups and counting.
2) Can you share what the eight-month journey of developing, prototyping, and testing the game was like? Were there any memorable challenges or “aha!” moments along the way?
Cassandra Ong: It was equal parts chaos and magic, very much like parenting.
The hardest part of the process was simplifying complex marketing concepts to make them understandable for a 7-year-old. If you had seen the very first version of our card game, you would have been so confused. We tried to incorporate too many ideas, yet I still thought it was the best version ever. Thankfully, my teammate kept reminding me to playtest it with my target audience — and I did, with my 7-year-old, my teenager niece and nephew, and my husband. The initial feedback was that the game was too slow, too boring, and too confusing. Those honest comments were painful but necessary.
In fact, the first “aha!” moment came during playtesting with my daughters. Hearing my 7-year-old shout “market research,” “A/B test,” and “budgeting” during the game gave me a sense of achievement I wasn’t prepared for. Even if she doesn’t grasp every term perfectly yet, the fact that she’s exposed to them now makes it all worthwhile.
Another “aha!” moment happened when I spoke with a marketing lecturer from Singapore Polytechnic. After understanding the gameplay, he played it with his students and immediately bought four more sets. I still remember his words: “Cass, I was very excited when you told me you created a game to teach marketing. I’ve been trying to find entertaining ways to teach my students marketing concepts.” Hearing that, and knowing he now uses it in his marketing lectures, made me feel like the card game actually adds value to others. It’s no longer just me thinking that it’s valuable. Others find value in playing the game too.
3) How does the game work and how do players help Ottie the Otter build her fish business?
Cassandra Ong: In Ottie’s Fishy Business, players help Ottie the otter grow her small fish stand into a thriving business using strategy, creativity, and a bit of luck. The deck has 55 beautifully illustrated cards: Mission Cards, Action Cards, and Wild Cards, each introducing real-world marketing scenarios.
Here’s how it works:
- Players collect Mission Cards to attract new customers to Ottie’s fish stand. Four Mission Cards are placed on the table, each one representing a marketing strategy that brings in new customers.
- Every player starts with six cards drawn from a pile of Action and Wild Cards.
- Players match Action Cards with the icons on the Mission Cards.
- Have enough Action Cards to match a Mission Card on your turn? Play your cards and collect the Mission Card. You’ve just brought Ottie more customers.
- Don’t have a match? Discard one card and draw a new one.
- Wild Cards are your superpowers. Use them to surprise your friends and change the game dynamics.
- The player who brings Ottie the most customers wins.
It’s quick to learn, takes about 20 minutes to play, and works beautifully across ages as long as they’re 7 years old and above.
4) What are the key marketing concepts the game introduces (e.g., branding, storytelling, influencer marketing, ethics, competition), and how do you simplify these for both children and adults?
Cassandra Ong: We make them relatable to children through simple storytelling.
In the game, Ottie the otter is the main character. She is tired of stealing koi fish from ponds (those living in Singapore would understand) and now wants to earn an honest living through her fish stand. The players help her bring in new customers through different marketing actions.
The Action Cards represent marketing tactics in Ottie’s world. For instance, “Branding” means creating a bright sign that makes Ottie’s stall stand out in the market.
There are also Wild Cards that enhance gameplay with special powers. For example, the “A/B Test” card allows a player to draw two cards and choose one to keep, which mirrors how A/B testing works in marketing. You test two ideas and continue with the one that performs better.
The game ends when all Mission Cards have been claimed. A Mission Card like “Big Idea Day,” for instance, might require three specific marketing actions (News & Press, Content, and Branding) to earn Ottie seven new customers.
Beyond children, adults find this surprisingly insightful too. It’s designed so that every card sparks a discussion — whether that’s between parent and child, teacher and student, or even among entrepreneurs.
5) Why did you feel it was important to design a screen-free, hands-on card game instead of creating a digital version?
Cassandra Ong: I wanted to bring learning back to the table.
So much of children’s learning and playing happens on screens today, but some of my best childhood memories were playing card games or heading down to the playground to play catch or “Ice and water.” Those moments of interaction shaped who I am today, and I want my children and their generation to have the same kind of experiences.
6) How do you see Ottie’s Fishy Business being used in schools, enrichment programmes, or even corporate settings?
Cassandra Ong: We’ve already seen interest from educators at universities and polytechnics. And this interest isn’t just shown within Singapore; an international school in Bangkok even reached out to request sample sets because they were intrigued by the product.
Singapore Polytechnic uses the game as both an ice-breaker and a teaching tool for marketing electives. We are also running workshops with Singapore Management University, using the game as an edutainment tool to help students understand marketing, especially those who are considering marketing as a future career.
The goal is the same everywhere: to make marketing easier to understand and to show that even technical or abstract ideas can be taught through play.
7) The game has been described as Singapore’s first marketing-themed card game, what does this milestone mean to you personally and professionally?
Cassandra Ong: It’s incredibly humbling and deeply meaningful.
Professionally, as someone who spent more than a decade building a career in marketing, and after experiencing a layoff two and a half years ago that led to launching OtterHalf, a marketing agency that operates as fractional marketing teams for businesses, this feels like a full-circle moment. Ottie’s Fishy Business proves that marketing knowledge doesn’t have to be something “only adults know.” It can be taught, shared, and enjoyed by people of all ages.
Personally, it represents a small but important step toward using my knowledge to shape the environment my daughters, aged four and seven, will grow up in.
8) How has your agency, OtterHalf, supported the development and launch of the game?
Cassandra Ong: While I was the one who thought of the idea, my team at OtterHalf was the creative backbone behind this project. My team handled everything from branding, design, and copywriting to social media strategy and influencer marketing.
We treated Ottie’s Fishy Business like a real client, complete with campaign plans, iterations, and media outreach. Beyond the practical work, my agency gave me the confidence and capability to bring an idea to life for myself, alongside my clients.
9) How has being a mumpreneur influenced the way you approach both business and creativity?
Cassandra Ong: On the business front, I am more intentional. I think more deeply about how my work influences my daughters’ worldview, and I intentionally pitch for projects that will influence the environment my daughters grow up in.
Creatively, motherhood taught me to simplify complexity. When you’re explaining the world to children, you learn how to turn abstract ideas into stories they can understand. I also apply that to my work. Sometimes, less is more.
10) What lessons from motherhood do you bring into your work as a founder, and vice versa?
Cassandra Ong: Motherhood taught me to slow down, stay patient, and find strength in small steps.
Entrepreneurship taught me resilience. I tell my daughters that failure isn’t final; it’s feedback. Whether in business or life, you fall, learn, and get back up again.
Both remind me that growth takes time. As long as you become a little better than yesterday, that’s good enough.
11) How do your daughters feel about seeing their mum turn a family conversation into a real game that’s now helping others learn about marketing?
Cassandra Ong: They’re my biggest ambassadors. We recently set up a booth to sell the game at a Kidpreneur bazaar, and watching my shy 7-year-old confidently demo the game to other kids was one of the most rewarding parts of this journey. Secretly, I hope they’re proud of what their Mama created in partnership with them.
12) Motherhood often comes with challenges around time and balance, how do you manage raising a family while building a business and launching a first-of-its-kind product?
Cassandra Ong: There’s no perfect balance, only constant adjustments. Some days I’m a founder first, other days I’m just “Mama.”
Some things simply have to be sacrificed. When I was creating Ottie’s Fishy Business, I spent many late nights on weekends working on it, often forgoing sleep. But I did it anyway because I believed in the potential impact it could have on its intended audience.
Despite that, I am still trying to fully present wherever I am, giving my full attention to what’s in front of me, whether that’s a campaign meeting with my team or bedtime storytelling with my two girls. Both are equally important, and both are part of the same story of building something that matters.
13) Looking ahead, what are your future plans for Ottie’s Fishy Business and for OtterHalf?
Cassandra Ong: For Ottie’s Fishy Business, the goal is to make marketing education accessible to people of all ages. We’re developing school partnerships and community workshops, so that more people ages 7 and up can learn about marketing in a fun, hands-on way. We’re also exploring new versions of the card game based on feedback on our first edition, which will potentially cover other areas of business.
For OtterHalf, we’re doubling down on our fractional marketing model to help businesses scale sustainably. As companies rethink hiring and resources, our role as a strategy-first, a flexible marketing partner is more relevant than ever.
With Ottie’s Fishy Business, Cassandra Ong has created more than just a card game, she’s launched a movement that redefines how marketing can be learned, shared, and enjoyed. From classrooms to family tables, her game proves that meaningful education doesn’t have to be confined to textbooks or screens. It can happen through laughter, storytelling, and a little help from a clever otter named Ottie.
For those curious to experience marketing made fun, Ottie’s Fishy Business is available now at OtterHalf’s website. Early supporters can email OtterHalf at [email protected] for priority access and community playtesting sessions.
