© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. CASUAL CONNECT Hamburg 2011 “New Mobile Social Game Platforms for the Mass-market Audience” Anders Evju SVP & General Manager PlayPhone Social PLAYPHONE INC.

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Social Gaming for Mobile is here!

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Mobile Social Gaming Opportunity Freemium Mobile game Revenues to reach $14Bn in 2014: Juniper Research DeNA generated $700m from Freemium games in 2010 Gree announces Q3’10 Mobile Social gaming revenues of $105m PopCap announced 25% of its revenues came from in game mobile transactions in 2010 China’s TenCent announces that its 41% growth in VAS revenues in H are due to Mobile Social Games Glu moves to Freemium Gaming & announces Facebook version of mobile version 65% of all iPhone/iPod games in H were Freemium with in App Monetisation In App Purchases growing dramatically accounted for 80% of all freemium iOS Revenues in September 2010 (see Below) Feverish deal making! DeNA buys Ngmoco EA buys Playfish Disney buys Playdom Much VC activity and M&A discussions

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. But…It all starts in Japan…..! Japan has been always ahead of the West by 3 to 5 years in mobile 1999: NTT DoCoMo blew our doors off when they launched i-Mode, they started what we all wanted to copy; a full content store on a mobile device 2000/2001: Color phones and camera features appeared already in 2000 on the Japanese Operators followed by color video functionality in : Gaming was a dominant entertainment already in the early 2000’s, and Social Gaming on Mobile appeared already in /2010 mobile social games sales: Japan huge momentum with companies going public and generating millions of dollars per month, versus the West where mobile social games was an infant stage with basically no revenue. 2009/2010 mobile carrier transaction fees: Japan mobile carriers charge below 10% for mobile payment transactions, versus the West carriers that charge in average over 40% for the same mobile transactions.

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Tanaka Yoshikazu DeNA Mark Zuckerberg heard of these companies…?

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. They are creating a new world… Interesting Comparison.. Electronic Arts current valuation $5.5B… Interesting Comparison.. Electronic Arts current valuation $5.5B… DeNA valuation US$3.9B + GREE valuation US$4.0B +

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved What is driving this success?

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. The Western World… …..the opportunity is here now

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. How about MOBILE social gaming market growth? 2009 = almost nothing 2012 = US$3.0B ++ ?? I believe this is possible! How about MOBILE social gaming market growth? 2009 = almost nothing 2012 = US$3.0B ++ ?? I believe this is possible! Social Games US$3.0B

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. All the signs are here This WILL happen……

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Gaming on Social Networks has created a new industry Huge valuations ZYNGA: estimated valuation = $1B, $2B, name your price? PlayFish: Acquired by EA for as much as $600 mil Playdom: Acquired by Disney for as much as $763mil It is estimated that 10% of all Americans have played Farmville…! All signals are here…….

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Are we ready for mobile social games? All signals are here… Smartphones are taking over. 70% of Mobile subscribers are projected to have a Smartphone by end of 2015 Apple users download over 10 apps each Smartphones are now a Mobile Multimedia Device with power and graphics and connectivity of a PC The Mobile Audience/Demographics are similar to facebook audience Virtual Goods adaptation is growing rapidly Mobile payments are quick and easy No apparent winners in the Western Markets at present but space is receiving much attention Japanese companies are quickly entering the Western markets validating the opportunity……

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Introducing PlayPhone Social

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. But first, Who is PlayPhone?

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. PlayPhone Introduction True global direct to consumer mobile entertainment company. Reaching 1B mobile users Well known for delivering quality mobile entertainment content. 200,000 titles (Games, Social Games, Music, Ringtones, Images, Video, Text and Applications) Headquartered in Silicon Valley with w/offices in London - São Paulo – Tokyo - Beijing - Buenos Aires. 150 employees Groundbreaking platform focus on “freemium” model called PlayPhone Social Funded by 4 top US Venture Capital firms with over US$5 Billion under management Net Revenues have grown over 200% per year since 2005 US$48 Million in 2008 US$95 Million in 2009

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Best Premium Mobile Assets Ringtones (music tones)Games Wallpapers Videos

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Q BB © 2007 PlayPhone, Mobile Sites Powered by PlayPhone

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. In-store signage Wal-Mart Mobile Channels 18

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Internet Ads

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. TV Ads: Over 40 unique TV advertisements created in the last 12 months Over 2,000 TV Advertisements per month on major networks worldwide Real Life Examples: Reaching the Consumer PlayPhone has a massive ability to reach consumers

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Introducing PlayPhone Social

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Why PlayPhone Social? Providing Global Smartphone Distribution for Mobile Game Developers Monetization Mechanisms – Virtual Currency & Goods, Micro transactions – App Store, Android Market, PSMS, Subscription billing, PayPal, Credit Cards Social Graph – Friends Community Features – Loyalty Programs – Prizes Extensive support through PlayPhone’s Marketing Machine Extensive Distribution….just about everywhere… Seamless integration of Ad Partners (TapJoy, etc) Easy SDK Tools – Native iOS & Android – Web Browser (HTML5) for iOS and Android

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. PlayPhone Social Ecosystem SDK for Android, iPhone and Mobile Web games

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. PlayPhone Social: Key Features Introduction Multi-Payment Support Achievements Leaderboards Ad Platform Friends Multiplayer Cross-Compatible Virtual Currency & Goods

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Easy Game Sign-Up PlayPhone Social Platform

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Easy To Invite Friends PlayPhone Social Platform

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. PlayPhone Social Promoting the Best Content through The Store Front

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Community Import your Social Graph known Social Networks API’s Simple and intuitive

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Reward users for multiple friend referrals Reward for repeat engagement with games Frequent events and promotions encourage retention Prizes & Tournaments Convert early adopters to evangelists Real-time dialog via forums, SMS and builds trust and solicits feedback Comprehensive Avatar builder with more than 10k virtual items (coming Q2’11) Community

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. PlayPhone Social Billboard example on driving users to PlayPhone Social Using existing PlayPhone Marketing Techniques!

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. Introducing PlayPhone Social

© 2010 PlayPhone Inc. Product and company names mentioned herein may be a trademark or trade names of their respective owners. Artist names and images are for identification purposes only. All Rights Reserved. The BIG question.. Are you making money today in mobile social games… If not, talk to me! Thank You! Anders Evju