David Worle VP of Content Acquisition WildTangent Games How to Find Success on Android

The Platform Battle

Market Share

Revenue Performance 4

Epic Fail by Google and App Stores Early Problems Unknown DRM No filter for content No carrier billing Side-loading Apps Broken games, security concerns Confused market - forcing everyone through Google Checkout Device confusion, fragmentation Android OS versions constantly changing 5

What’s Been Missing? No curated store Payments not seamless Lack of ready- made audience Customers seem less willing to pay, expecting to get free stuff Porting old content, not taking advantage of new platform Is this a self-fulfilling prophecy?

Massive Consumer Adoption of Android

Internet Device Sales Forecast

Android Growth Total number of Android devices worldwide = 300 million Over 850,000 new Android devices activated each day Gartner and comScore report Android has over 50% market share of smartphones worldwide and in U.S. Android continues to dominate the smartphone market At same time, Apple's iOS lost ground dropping to 29% from 41%. Android's U.S. market share jumped to 61% last quarter from 49%

What do Android Games Need to Succeed? Fantastic Content Billing Ease Exposure Multiple Business Model Support Execution 5 Elements Required Mutual partnership between content creators and distributors

Multiple Business Model Support Not all Content Is Equal  Retail Price (games can be worth more than.99)  Rental  Advertising  Item Purchase  Subscription

Make a Fantastic Game Find Good Distribution Partners Test Game on Relevant Devices Dedicated Account ManagerCommunication Plan Price changes, release dates, pre- release build up, alerts for new builds Stripped APKs No 3 rd party ad networks, analytics or social networks (unless there is no tie to a store) Well-organized asset delivery Marketing copy! Layered art files Main game image that works for small and large sizes Execution – What’s your plan to work with partners? Confidential Be easy to work with.

Making Sense of the Operating System Data updated May 1, Gingerbread 65% Froyo 21% Most widely used versions of Android on GooglePlay 86%

Top 10 Revenue- Producing Devices 1.Samsung SGH-i997 2.Samsung SGH-i727 3.Samsung SGH-i897 4.Samsung SGH-i777 5.HTC PD LG LG-P925 7.Motorola MB865 8.Motorola MB860 9.Samsung SGH-i Pantech P8000 Top 10 Paid Games 1. Draw Something $ Angry Birds Space Premium $ Cut the Rope $ Where’s My Water $ Mine Craft Pocket Edition $ Fruit Ninja $ Osmos HD $ Cut the Rope: Experiments $ Grand Theft Auto III $ Doodle Jump $.99 Non-Curated Confidential 15

Top 10 Revenue Producing Devices 1.Sony Ericsson Xperia Play 2.Motorola Droid RAZR 3.Motorola Droid Bionic 4.HTC Droid Incredible 2 5.Motorola Doid X2 6.HTC ThunderBolt LTE 7.Samsung Charge 8.Motorola Droid X 9.Samsung Galaxy Tab 10.Motorola Droid 3 Top 10 Paid Games 1. Need for Speed: Hot Pursuit $3.99* 2. Battlefield Bad Company $ Dead Space $ 3.99* 4. Fruit Ninja $ Bejeweled 2 $1.99* 6. Assassin’s Creed HD $ Plants Vs Zombies $ The Sims 3 $3.99* 9. Madden NFL 12 $2.99* 10. Modern Combat 2: Black Pegasus HD $2.99* vs. Curated - Verizon App Store Confidential *Monthly Subscription Cost

Curated Benefits Verizon Apps greater visibility with smaller hand-picked catalog Advanced filters protecting publishers from copywriter infringement Developer community support test and optimize device development Additional billing models monthly recurring subscriptions for monetizing consumers Carrier Direct Billing single option for payment removes confusion on consumer’s end

Knowing Your Customer Recent survey results of our audience regarding their operating system

Who Is The Typical Android Consumer? There is no typical customer, everyone is a special snowflake 19 SkeeterGregory Uncle Slappy Maggie Meg Ryan

KISS – Keep It Simple Stupid 1.People will NOT read 2.3 menu screens is 3 too many 3.UI should be unnoticeable 4.Game mechanics (for phones) must be INTUITIVE 5.Men hunt and compete 6.Women collect and cooperate 7.Find the value in your game and charge for it Rules for Game Design 20

You Have to Become a Crossover Artist 1.Apply the KISS rule 2.Passion + Hook = Emotion  congratulations, you just connected with your audience 3.Burn from the first bar 4.Make a game you want to play 5.Passion INSPIRES people …Inspired people buy things 21 Taylor – Owns an HTC Sensation

Spend Time At Retail Say what? Watch how people shop, this can help inform your presentation sales strategy We are not rational creatures Ok I admit it, I liked the pink dinosaur Your game is your retail product, design it to sell 22

Don’t drink the Kool-Aid All purchasable games need not be 99 cents All successful games won’t only be in game purchase Having your game in 1 location is not all you need

WildTangent Android Test Devices Acer Iconia A500 (3.0 Tablet) Acer A700 (4.0 Tablet) – Pre-release Archos 101 (4.0.3 Tablet) Asus Eee Pad Transformer (4.0 Tablet) Acer Iconia A500 (3.0 Tablet) Acer A700 (4.0 Tablet) – Pre-release Archos 101 (4.0.3 Tablet) Asus Eee Pad Transformer (4.0 Tablet) HTC EVO 3D (2.3 Phone) HTC Wildfire S (2.3.3 Phone) Huawei Phoenix (2.3 Phone) Kindle Fire (Custom 2.3 Tablet) Lenovo K1 (3.1 Tablet) LG Optimus (2.3.3 Phone) LG Slate (3.0.1 Tablet) HTC EVO 3D (2.3 Phone) HTC Wildfire S (2.3.3 Phone) Huawei Phoenix (2.3 Phone) Kindle Fire (Custom 2.3 Tablet) Lenovo K1 (3.1 Tablet) LG Optimus (2.3.3 Phone) LG Slate (3.0.1 Tablet) Motorola Droid Razr (2.3.5 Phone) Motorola Atrix (2.2.1 Phone) Motorola Droid X (2.2 Phone) Motorola Xoom (3.2 Tablet) Pantech Element (3.2 Tablet) Motorola Droid Razr (2.3.5 Phone) Motorola Atrix (2.2.1 Phone) Motorola Droid X (2.2 Phone) Motorola Xoom (3.2 Tablet) Pantech Element (3.2 Tablet) Samsung Galaxy 10.1 (3.0 Tablet) Samsung Galaxy Nexus (4.0 Phone) Samsung Galaxy Note (2.3.6 Phone) Samsung Galaxy S (2.2.1 Phone) Samsung Galaxy SII (2.3.3 Phone) Samsung Galaxy 7.0 (2.2 Tablet) Samsung Galaxy 10.1 (3.0 Tablet) Samsung Galaxy Nexus (4.0 Phone) Samsung Galaxy Note (2.3.6 Phone) Samsung Galaxy S (2.2.1 Phone) Samsung Galaxy SII (2.3.3 Phone) Samsung Galaxy 7.0 (2.2 Tablet) Sidekick 4G (2.2.1 Phone) Sony Xperia Ray (2.3.3 Phone) Toshiba Titan (4.0.3 Tablet) – Pre-release Toshiba Sphinx (4.0 Tablet) – Pre-release Toshiba Blade (4.0 Tablet) – Pre-release Toshiba Thrive 7” (3.2 Tablet) Virgin Venture (2.3.5 Phone) Sidekick 4G (2.2.1 Phone) Sony Xperia Ray (2.3.3 Phone) Toshiba Titan (4.0.3 Tablet) – Pre-release Toshiba Sphinx (4.0 Tablet) – Pre-release Toshiba Blade (4.0 Tablet) – Pre-release Toshiba Thrive 7” (3.2 Tablet) Virgin Venture (2.3.5 Phone) On Deck HTC One S/X Motorola Photon

Sharing Information WildTangent is publishing a White Paper in June. Working with device manufacturers and carriers gives us access to all sorts of inside data and news.