1. Everything I Hate About Mobile User Acquisition Confidential Kongregate Document1

2. I work for Kongregate Confidential Kongregate Document2 THAT’S ME!

3. What is Kongregate? Open platform for browser-based games –Flash, Unity, HTML5, Java, etc. Mobile publisher of F2P games for core gamers 15M monthly unique visitors worldwide Core gamers – 85% male, average age of 21 MMOs, RPGs, CCGs/TCGs, TD, shooters, etc. Platform level virtual currency “Kreds” for F2P games Acquired by GameStop July 2010

4. Some of Kongregate’s Existing Developer Partners

5. I used to work at GREE 5 THAT’S GREE!

6. Aaron hates when people refer to ‘user acquisition’ as ‘getting installs’. Confidential Kongregate Document6

7. Aaron hates it when developers complain about CPI costs. Confidential Kongregate Document7

8. Aaron hates when the budget for UA is too low. Confidential Kongregate Document8

9. Aaron hates that postback is underutilized. Confidential Kongregate Document9

10. Aaron loves attribution partners. Confidential Kongregate Document10

11. Aaron hates tracking issues with attribution partners. Confidential Kongregate Document11

12. Aaron hates that ad networks and advertisers have very different goals. Confidential Kongregate Document12

13. Aaron hates when ad networks have nothing to offer. Confidential Kongregate Document13

14. Aaron hates blindly bidding on traffic in bulk. Confidential Kongregate Document14

15. Aaron hates when ad networks are not self service. Confidential Kongregate Document15

16. Aaron hates when people say they can’t afford good creative. Confidential Kongregate Document16

17. Aaron hates that there is no fountain of perfect users. Confidential Kongregate Document17

18. Aaron hates incent traffic. Confidential Kongregate Document18

19. Aaron hates being distanced from the publisher. Confidential Kongregate Document19

20. Aaron hates focusing on demographics. Confidential Kongregate Document20

21. Aaron loves Facebook. Confidential Kongregate Document21

22. Aaron hates Facebook’s 28 day look back window. Confidential Kongregate Document22

23. Aaron hates waiting more than 3 seconds to play a game. Confidential Kongregate Document23

24. Aaron hates seeing advertising offers upon launching the game. Confidential Kongregate Document24

25. Aaron hates when he can’t download the game over 3G. Confidential Kongregate Document25

26. Aaron hates reading in the FTUE. Confidential Kongregate Document26

27. Aaron hates focusing on just the tutorial completion rate. Confidential Kongregate Document27

28. Aaron hates tutorials that go too deep too fast. Confidential Kongregate Document28

29. And that’s everything that Aaron hates. aaron@kongregate.com Confidential Kongregate Document29