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Summary © Glu Mobile Inc., Private and Confidential Page 1 Launch date: 7/6/11 Days Live: 22 days Man Months (non-QA) to date: 83.8, (1.1) 22 m/m Revenue to date: $221,894 Downloads to date: 1,888,363 KPIs DAU average: 202,299 users Engaged player % Need from Lin Retention: 133,409 users Rev/DAU average: $.05 Rev/day average $10,086 Eternity Warriors (as of 7/27/2010)
Users (DAU) © Glu Mobile Inc., Private and Confidential Page 2 Eternity Warriors
Rev/DAU © Glu Mobile Inc., Private and Confidential Page 3 Eternity Warriors
Total Spend © Glu Mobile Inc., Private and Confidential Page 4
Reach (K Factor) © Glu Mobile Inc., Private and Confidential Page 5 Eternity Warriors K Factor will be the measurement of new users obtained from existing users. The measurement needs to explicitly come from our ability to track those organic additions from invitations from existing players. The design of the metric is under investigation. Funnel (as percent) Initial Funnel measurement will be a specific measurement of the percent of players completing 1 round of game play and ending up in the store, followed by that same player re-entering game play. -Initial implementation in 1.1 Retention TBD by Lin
© Glu Mobile Inc., Private and Confidential Page 6 Product Update Roadmap FeaturesGoalsActual ReachNew Facebook bragging messages More buff customization with more friends 1% FunnelAdjustment to Difficulty balance and moved Free weapon up 1 level. 2% RetentionArena engagement and arena medal rewards Daily quests (Bro-Ops) Quest invite push notifications Enhanced daily bonuses 3% 2% 1% RevenueArena environment New armor sets and weapons w/arena medals and Gems Economy and difficulty balancing 5% 1% 2% Misc. Eternity Warriors 1.1.0: August 8 th (On track)
© Glu Mobile Inc., Private and Confidential Page 7 Content Update Roadmap TypeDetails Weapons3 weapons (1 two-handed/1 hammer/1 dual-wielding) -Retention/Revenue Armors2 sets (6 pieces total) -Retention/Revenue ConsumableArena SC/HC multiplier -Revenue MapsArena environment -Retention/Reach/Revenue Misc.6 enemy re-skins -Retention Eternity Warriors 1.1.0: August 8 th
© Glu Mobile Inc., Private and Confidential Page 8 Product Update Roadmap FeaturesGoalsActual ReachNew Daily Quests2% FunnelAccess consumable store in gameplay Retention RevenueAccess consumable store in gameplay Flurry AppCircle clips New armor and weapon type Server side control of store New weapon quest requirements Shield repair 3% 2% 1% 3% 1% Misc.Encrypt saved data to prevent hacks/cheats50% Eternity Warriors 1.2.0: September 2 nd
© Glu Mobile Inc., Private and Confidential Page 9 Content Update Roadmap Eternity Warriors 1.2.0: September 2 nd TypeDetails WeaponsNew sword/shield weapon type (allows blocking) -Retention/Revenue Shield repair/maintenance -Retention/Revenue Trade in old hc weapon towards purchase of new hc weapon -Revenue ArmorsNew armor w/stat increasing buffs -Retention/Revenue ConsumableNew consumable packs -Revenue MapsNone Misc.New daily quests -Retention/Revenue/Reach
© Glu Mobile Inc., Private and Confidential Page 10 Product Update Roadmap FeaturesGoalsActual Reach Funnel RetentionVillage environment New valuable consumables Local notifications for events 3% 2% 1% Revenue Misc.New daily quests1% Eternity Warriors 1.3.0: September 30 th
© Glu Mobile Inc., Private and Confidential Page 11 Content Update Roadmap Eternity Warriors 1.3.0: September 28 th TypeDetails WeaponsNone ArmorsNone ConsumableNew valuable consumables -Revenue MapsNew Arena environment -Retention/Revenue Misc.New daily quests -Retention/Revenue/Reach
Toyshop Town (Alpha Milestone 8/16)
Targets © Glu Mobile Inc., Private and Confidential Page 13 DAU target Rev/day target MilestoneDateCompulsion Loop Status Economy Status Analytics Status StartN/A Vertical Slice7/11Complete. Social 7/22 Baseline implemented, not tuned Framework in place. Alpha8/16CompleteComplete, needs balance Complete, needs tuning Beta (CN Launch) 9/16TestedComplete, first draft balance Tested Final10/10 QA-10/28 Tested
1.0.0 Features © Glu Mobile Inc., Private and Confidential Page 14 1.Quest System (Including Tutorial) 2.Friends Town visiting/hiring/gifting 3.Dynamic Store control (gserve) Cost/Availability/Tagging 4.Farming mechanic 5.Resource management 6.Population/XP gating 7.Toy bit discovery/conversion mini activity 8.Character interaction with farming/construction 9.Visual unlocks at level-up
Tiny Tower FF (in Concept)
© Glu Mobile Inc., Private and Confidential Page 16 Tiny Tower Fast Follow Tiny TowerGlu Fast FollowDelta Build up a building, add floor vertically Build up a street/mall, add buildings horizontally While expanding horizontally, buildings still have one vertical upgrade [monetization] Residency Apartment (population) & 5 kinds of venues Residency Apartment (population) & 5 kinds of venues & special buildings Special buildings & decorations add buff to game play [monetization] Randomized residents with different attributes, names & appearance Arrange residents to work in venues accordingly to maximize earnings Operate and upgrade elevatorOperate and upgrade transportation vehicle Vehicle has more varieties to upgrade, capacity may > 1 [monetization] Simple quest systemRelatively larger quest systemMore quests, based on in game characters. [retention] Add consumables items [monetization] Non-pixel art for larger demographic Dynamic store Add meaningful social interaction
© Glu Mobile Inc., Private and Confidential Page 17 Tiny Tower Fast Follow Tiny Tower FF Start Date08/08/2011 End Date (v1.0.0) 1/6/2012 Dev. Weeks26 Man Months52 (non QA) Engineers2.5 Producer1.5 Designer1 Artists3 QA2 1 engineer joins Glu on 8/8. Still need to find 1 additional engineer. Producer is currently on EW. Will join project after EW v1.1 submission on 8/8. The AP comes from engineering so he can help reverse engineer TT. 1 designer joins Glu on 8/16. 2 artists are currently on EW. TBD when they can start working on TT FF. 1 artist still needs to be hired.
Additional roadmap details © Glu Mobile Inc., Private and Confidential Page 18 New Mage character and Multiplayer will be delivered in Ver. 1.4 and Ver. 1.5 respectively. -Mage is 2 engineers for 10 weeks (20 man/weeks) -Multiplayer is 2 engineers for 12 weeks (24 man/weeks) -Both will begin development as soon as ver. 1.1 is released. This reduces engineering for remainder of update features to 2 engineers for the remainder for versions
New Revenue Ideas © Glu Mobile Inc., Private and Confidential Page 19 Tiny Towers Fast Follow Concept PPT due 8/3 Proposed Dev. Start 8/8 Proposed Dev cycle 4.5 Months Simultaneous Release on Android Key Metrics: Est. DAU: 350,000 Est. ADR: $15,000 Pink TBD Current concept is Pet Show Princess Similar mechanic to Top Girl Career of Pet/Female Increase breed value/Female career success
Improvements to Studio © Glu Mobile Inc., Private and Confidential Page 20 Short Term Adjust 3 key salaries Improve overall staffing through opportunistic upgrades. Hire Key Design Manager Introduce Jira/Confluence Mid Term Adjust salaries to ensure retention of key people Develop Dev/Live studio model Expand key personnel for Live management Long Term Expand team count
Beijing Bi-Weekly Report 8/16 Through 9/11. Summary © Glu Mobile Inc., Private and Confidential Page 3 iOSAndroidMIGPriorityTOTAL Launch Date7/7/118/11/118/5/11.
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