Mobile and Tablet Gaming

MOBILE AND TABLET GAMING

2014 DECONSTRUCTING MOBILE AND TABLET GAMES

PATRICK WALKER

H EAD OF I NSIGHTS AND A NALYTICS EEDAR IS WORLD’S LARGEST VIDEO GAME-FOCUSED RESEARCH FIRM

• GamePulse • Data Feeds • Dashboards • Investment Services • Legal Services • Mock Reviews • Sales Forecasting • Custom Research • Syndicated Reports EEDAR Database • Custom Surveys 50,000 Games 80 Million Data Points vCONTEXTv IS EVERYTHING 1. Market Sizing & Segmentation M OBILE GAMING GROWTH DRIVEN BY M OBILE DEVICE ADOPTION

NA Mobile Gamers - By Device NA Mobile Gamers [Q3 2014][Active SP/Tablet Gamers] [2012-2014][Active SP/Tablet Gamers]

200

180

160 35% 140 49.7MM 120 50% 71.0MM 100 194.8 80 164.2 Millions 141.9 60 125.2 111.3 15% 40 84.1 21.3MM

0 2012 2013 2014 Own a Smart Mobile Device Play Games on their Smart Mobile Device Smartphone Only Tablet Only Smartphone & Tablet vCONTEXTv IS EVERYTHING DUAL SMARTPHONE/TABLET G AMERS ARE DRIVING THE REVENUE

NA Mobile Gaming Revenue ($MM) - By Device Avg. Monthly Avg. Yearly Gamers Total Spend Spend Spend (MM) (MM)

15% Smartphone $1.12 $13.46 49.7 $668 $668 Tablet $1.64 $19.73 21.2 $419 SP/Tablet $4.04 $48.45 71.0 $3,438

9% Total $2.72 $32.65 141.9 $4,633 $420

Smartphone/Tablet Gamers spend 76% almost: $3,438 •4X Smartphone Gamers •2.5X Tablet Gamers

Smartphone Gamers Tablet Gamers Smartphone/Tablet Gamers vCONTEXTv IS EVERYTHING MOBILE SPENDING IS A POWER CURVE

Near 50/50 Revenue Split Share of Mobile Players and Revenue - By Mobile at $10/Month Segmentation Gamer Segment % of Players % of Revenue

45%46% 49% 49% 51%

6% 0%

Non-Payers Moderate Payers Heavy Payers

45% of mobile gamers

vCONTEXTv IS EVERYTHING WHALES ARE MORE LIKELY TO BE MALE

NA Mobile Gamer Gender

% Male % Female Heavy Payers 71% Male

All Mobile Gamers 44% 56%

Heavy Payers 71% 29% Moderate Payers 59% Male

Moderate Payers 59% 41%

Non-Payers 37% 63% Non-Payers 63% Female

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% vCONTEXTv IS EVERYTHING WHALES ARE OLDER

NA Mobile Age

2013 2014 Heavy Payers 71% Male 31.2 Years Old

Moderate Payers 36.6 34.6 59% Male 32.5 30.2 31.2 28.0 Years Old 26.7 28.0 27.7

Non-Payers 63% Female Non-Payers Moderate Payers Heavy Payers All Mobile Gamers 26.7 Years Old

vCONTEXTv IS EVERYTHING WHALES USE BOTH DEVICES

NA Mobile Gamer Device Usage % Smartphone Only % Tablet Only % Smartphone and Tablet Heavy Payers 71% Male 31.2 Years Old All Mobile Gamers 35% 15% 50% 77% SP/Tablet

Moderate Payers Heavy Payers 11% 12% 77% 59% Male 28.0 Years Old 63% SP/Tablet Moderate Payers 23% 14% 63%

Non-Payers Non-Payers 38% 16% 38% 63% Female 26.7 Years Old 38% SP/Tablet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

vCONTEXTv IS EVERYTHING SPEND IS ONLY PART OF THE PICTURE

A more nuanced definition of Investment needed

vCONTEXTv IS EVERYTHING INDEXING INVESTMENT : THE CORE STATUS SCALE

• Two key components of investment Non-Payer Moderate Payer Heavy Payer MONEY

Light Player (<1hr/wk) CASUAL SEMI-CASUAL MIDCORE

TIME Moderate Player (1-4hr/wk) SEMI-CASUAL MIDCORE SEMI-CORE

Heavy Player (>5hr/wk) MIDCORE SEMI-CORE CORE

• Redefining “Core” • “Casual” and “Core” as levels of investment vCONTEXTv IS EVERYTHING INDEXING INVESTMENT : THE CORE STATUS SCALE

Demographic Breakdown of Mobile Market

# of Males (MM) # of Females (MM) Age

30.0 33

31 31 25.0 30 29 28 20.0 27 27 26 25 15.0 23

10.0 21

19 5.0 17 27.8 11.9 18.1 22.2 16.9 19.1 11.9 7.2 3.7 3.2 0.0 15 Casual Mid Core

vCONTEXTv IS EVERYTHING 2. Mobile Gamer Activity INVESTED GAMERS USE THEIR DEVICES MORE

Smartphone and Tablet Usage – Smartphone and Tablet Usage – Casual Mobile Gamers Core Mobile Gamers

Smartphone Tablet Smartphone Tablet

Play Games Play Games

Use Other Apps Use Social Media Use Other Apps Use Social Media

Direct Direct Watch Movies Watch Movies Communication Communication

Read Books or Read Books or Browse Internet Browse Internet Magazines Magazines

vCONTEXTv IS EVERYTHING CORE GAMERS PLAY FOR DIFFERENT REASONS

•Mobile games are used Top Reasons for Mobile Gaming most frequently to “Pass Pass Time While Waiting 49% the Time while Waiting” Lower Priced Games 36%

•Availability of Low Take a Break 33% Priced games matters Use a Device I Used for Other Purposes 32% more to Casual Gamers Casual MobileGamers Relax 30% •Core Gamers experience: Relax 78% •Relaxation Pass Time While Waiting 76%

•Challenge Take a Break 70%

Use a Device I Used for Other Purposes 67% CoreMobileGamers Challenge Myself 62%

% of Mobile Gamers Who Endorsed the Reason as Very Important vCONTEXTv IS EVERYTHING CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS

Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From Other Activities vCONTEXTv IS EVERYTHING CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS Heavier Spenders Endorse Playing Mobile Games for Reason Related to the Games

Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From vCONTEXTv IS EVERYTHING Other Activities 3. The Mobile Gaming Funnel THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING SOCIAL & S TOREFRONT ARE KEY

Sources Mobile Gamers Use to Discover Mobile Games

Top Charts 43% Word of Mouth 36% Featured App 35% Saw Someone Play 33% Friend's Facebook Post 21% Video Service 19% Facebook Invite 18% Source Type: Facebook Ad 18% Social Banner Ad in Another App 18% Storefront Traditional Gaming Website 18% Social Network Currency Offer 16% Paid Acquisition Discovery App 16% Media Other Social Networking 15% Mobile Gaming Website 14% Twitter 14% Text Message 13% Mainstream Media 13%

Percentage of Mobile Gamers that Often Use Source

vCONTEXTv IS EVERYTHING CORE GAMERS FAVOR THE STOREFRONT

Top Discovery Sources

Top of Charts 30%

Word of Mouth 25%

Saw Someone Playing 23%

Featured App 21% Casual Casual MobileGamers Facebook Invite 8%

Top of Charts 64%

Featured App 62%

Word of Mouth 47%

Saw Someone Playing 47% CoreMobileGamers

Gameplay Video 44%

Percentage of Mobile Gamers who Often Use the Source vCONTEXTv IS EVERYTHING BRANDING PLAYS A CRITICAL ROLE IN DISCOVERY

Influence of Brand on Mobile Game Download

Established Mobile Game Branding 61%

Other Game Branding 44%

Console Video Game Branding 36%

Movie Branding 33%

Other Media Branding 29%

Product Branding 21%

Celebrity Branding 13%

Percentage of Mobile Gamers that Endorse Type of Branding as Influential vCONTEXTv IS EVERYTHING THE PERFECT TEACHER ON BRANDING

Who better to teach the industry about branding than someone who is really only a brand?

vCONTEXTv IS EVERYTHING BRANDING PLAYS A CRITICAL ROLE IN ENGAGEMENT

78% Mobile •Strong Mobile Brands appeal to 53% 52% all segments of Mobile Gamers Other Game 41%

50% Movie 27%

37% Other Media Core Gamers 25% •Core Gamers are very Casual Gamers 70% Console responsive to Console Franchise 24% Branding 36% Product 16%

14% Celebrity 9%

vCONTEXTv IS EVERYTHING INITIAL ENGAGEMENT – SOCIAL AND GENRE DRIVE E XPECTATIONS

Reasons Mobile Gamers Download Mobile Games

Price 66% Game Genre 47% Friend Recommendation 44% Graphical Quality 44% User Reviews 43% Played A Free/Lite Version 42% Star Rating in the App Store 41% Heard People Talk About It 37% Near Top of Download Charts 37% Screenshots in App Description 35% Known Brand 33% Source Type: Seeing a Video of Gameplay 31% Social Art Style 30% Storefront Featured App 29% Game Aspect Published Reviews 28% Media Attractive App Icon 26% Game Name 24% Controls or Input Method 24% Part of An Existing Franchise 24% Magazine Advertisement 16%

Percentage of Mobile Gamers that Endorse the Reason as Very Influential vCONTEXTv IS EVERYTHING THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING THE CORE LOOP DRIVES ENGAGEMENT

vCONTEXTv IS EVERYTHING EASY TO LEARN, DIFFICULT TO M ASTER IS KEY

Features Mobile Gamers Share About

Controls Are Easy To Learn 43% Lots of Content 41% Gameplay Is Challenging 40% Story Is Interesting 39% Gameplay is Simple 38% Quality of Artwork 37% Uses Humor 36% Gameplay is Innovative 34% Lots of Customization Options 32% Can Compete Against Others 31% Features Familiar Brand or IP 26% Long Gameplay Sessions 26% Short Gameplay Sessions 24% Large Community and/or Good Social Features 21%

Percentage of Mobile Gamers who Cite Feature Often when Sharing About a Game

vCONTEXTv IS EVERYTHING Feature Preference is Tied to the Type of Game

Combat City Builder Feature Categories Most Important to Target Consumer Group [Ranking Score = Reverse of Average Rank Position]

Guilds 6.7

Clan v Clan 6.6

PvP 6.0

Customize Squad/Base 4.9

Graphics 4.7

Theme/Setting 4.2

Combat 4.1

Upgrade… 4.0

Single-Player 3.9

0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 Ranking Score (1-7) v Clash of Clans – The Power of Updates

Clash of Clans Monthly Revenue Clan Wars 4/2014 $60 [USA][iOS]

$50 Dark Elixir Hero Abilities & Winter 1/2012 Theme 12/2013 $40 Leagues 2/2012

$30 Millions $USD) Millions $20

$10

$0 Monthly Revenue ( Revenue Monthly

v THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING SHARING BEHAVIORS M IRROR FAVORED DISCOVERY SOURCES

Mobile Gaming Sharing Activities

Tell friends about the game verbally 38%

Show friends gameplay 29%

Give the game a star rating in the storefront 22%

Invite friends to play through Facebook 19%

Tell friends about the game via SMS 17%

Write a review in the storefront 16%

Post about the game on Facebook 16%

Invite friends through email 14%

Post about the game on other social sites (Pinterest, Twitter, etc.) 13%

Discuss the game on the forums 13%

Post a video of gameplay footage 11%

Percentage of Mobile Gamers that Often Engage in the Activity vCONTEXTv IS EVERYTHING GAMERS SHARE ABOUT DIFFERENT THINGS Most Shared About Features

Fun Controls 33% •Casual Gamers Look for FUN Challenging 31% Simple to Learn 30%

Lots of Content Casual Casual Gamers 29%

Good Story 27%

0% 20% 40% 60%

Quality Art 64% •Core Gamers Look for QUALITY Game is Innovative 64% Challenging 62%

CoreGamers Can Compete with Others 61%

Good Story 59%

0% 20% 40% 60% vCONTEXTv IS EVERYTHING CORE PLAYERS SHARE MORE

Sharing by Core Status

Sharers Heavy Sharers

23% 16%

2% 53% 52% 44% 33% 21%

Casual Midcore Core vCONTEXTv IS EVERYTHING IN SUMMARY Your most Less Casino engaged More Malcolm Gladwell consumers are the heavy spenders and the evangelists

vCONTEXTv IS EVERYTHING THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING MOBILE GAMERS SPEND TO IMPROVE EXPERIENCE

Reasons Mobile Gamers Make In-App Purchases

To Progress More Quickly and Experience Game Content 53%

To Expand Upon or Refresh the Game Experience 51%

To Increase my Competitive Ability 48%

To Stand Out in a Cosmetic Fashion 38%

To Gift Items to My Friends 36%

Percentage of Mobile Gamers that Endorsed the Reason as Very Important

vCONTEXTv IS EVERYTHING FAVORED IAP PURCHASES HELP TO M EET THOSE AIMS

In-App Purchase Content Purchased by Mobile Gamers

Items that Replenish or Refill a Resource 22%

Game Affecting Permanent Items 21%

Consumable Boosts that Increase Experience Growth 20%

New Single Player Levels 20%

Consumable Boosts that Increase Stats 19%

Consumable Boosts that Decrease Wait Time 19%

Permanent Cosmetic Items 16%

More Robust Game Services 16%

Percentage of Mobile Gamers that Frequently Purchase Content

vCONTEXTv IS EVERYTHING THE MOBILE FUNNEL

vCONTEXTv IS EVERYTHING EXCESSIVE GATING IS PRIMARY M OTIVE FOR CHURN

Reasons Mobile Gamers Stop Playing Mobile Games

Progression Becomes Difficult Without Paying 54% Game Becomes Repetitive 48% Game Is Not What I Expected 46% Having to Wait A Long Time Or Work For Little Progress 45% Completing The Game Content 41% Takes Too Long To Load 40% Started Playing A New Game 37% Game Is Not As Good As Similar Games 37% Game Became Too Difficult 30% Game Became Confusing 29% Playing Too Many Other Games 27% Too Many Updates 26% Too Few Updates 25% Friends Stop Playing 23% Lack of Support 13%

Percentage of Mobile Gamers who have Often Churned for the Reason vCONTEXTv IS EVERYTHING GAMERS CHURN FOR DIFFERENT REASONS Top Reasons for Churning

Difficult to Progress without Paying 51%

Game was Repetitive 44%

Game was Not What I Expected 41% Core Gamers

Casual Casual MobileGamers Have to Wait a Long Time or Work Hard for Little Progress 36% churn when the Took Too Long to Load 35% game fails to live up to Have to Wait a Long Time or Work Hard for Little Progress 60% expectations

Difficult to Progress without Paying 56%

Game was Not What I Expected 55%

Game was Repetitive 53% Core Mobile GamersMobile Core Game is Not as Good as Other Games 52%

vCONTEXTv IS EVERYTHING CORE EXPERIENCES DEMAND LOYALTY

Churn Patterns By Genre

Have Not Churned a Game in the Past Year Have Churned >1 Game In the Past Year

53% 49% 46% 43% 43% 42% 41% 42% 41% 37% 32% 30% 28% 24%

Matching Puzzles Endless Runner Simulation City Builder Casino Slots Casino Poker Combat City Builder

vCONTEXTv IS EVERYTHING M OBILE GAMERS ENGAGE DIFFERENTLY BASED ON GENRE

51% 52% 54% 44% 38%

31% 36%

% Currently Playing %Currently Playing 1 GameFrom Genrethe Matching Puzzle Casino - Slots Endless Runner Simulation City Builder Poker Combat City Builder

51% 44% 45%

34% 36% 36% 32%

Genre Past in Year % Playing % Playing >3 GamesFrom

Matching Puzzle Casino - Slots Endless Runner Simulation City Builder Poker Combat City Builder

vCONTEXTv IS EVERYTHING QUESTIONS? Mobile Game Genres GENRES ARE MORE IMPORTANT THAN EVER

vCONTEXTv IS EVERYTHING CLICK TO ADD TEXT

• Click to edit Master text styles

. Second level ◦ Third level - Fourth level » Fifth level

vCONTEXT IS EVERYTHING CLICK TO ADD TEXT

• Click to edit Master text styles

. Second level ◦ Third level - Fourth level » Fifth level

vCONTEXT IS EVERYTHING DIFFERENT GROUPS – DIFFERENT GAMING MOTIVATION

Reasons Gamers Play Mobile Games Youth Are Less Interested in Relaxation

81% 83% Pass Time While Waiting 87% 80% 79%

Taking Quick Breaks From Other Activities 77% 69% 63% Helps Me Relax 75%

Can Use Device I Own For Other Purposes 73%

To Challenge Myself, Express Creativity 71% Male 13-20 Male 21-34 Male 35+ Female 13-20 Female 21-34 Female 35+ Lower Price than Other Games 69%

Can Play While Doing Other Things 69% Boys are more interested in Multiplayer

Fun Input Methods 60% 63% 57% 50% Easier than Console/PC Games 59% 36% 38% 36% Way to Connect With Friends/Family 47%

Playing Multiplayer With Others 42%

Male 13-20 Male 21-34 Male 35+ Female 13-20 Female 21-34 Female 35+ % of NA Mobile Gamers that Endorse Reason vCONTEXTv IS EVERYTHING DEFINING THE “CORE” EXPERIENCE

EEDAR’s Genre A more core system is based on experience takes the concept of core more effort to play

The word core is Many factors make often used and it more effort to rarely defined play a game

vCONTEXTv IS EVERYTHING “CORE” IS ABOUT ACCESSIBILITY

Complexity Art Style

Twitch Gameplay Session Length Price

Multiplayer Controls

vCONTEXTv IS EVERYTHING vCONTEXTv IS EVERYTHING WHO PLAYS AND HOW THEY PLAY VARIES BY GENRE

Mobile Genres Player Gender, Device, and Market Size Arcade Core Management/Simulation Puzzle Skill & Chance Strategy 55%

50% Brain Puzzle 45% Matching Endless Puzzle Runner Skill & 40% General City Physics Chance Combat City Builder Arcade Builder Puzzle Music 35% Racing Tower 30% Defense Simulation Card Casino – Sports Battle Casino – Chance 25% Shooter RPG General Skill Strategy

20% Action & Fighting % Players Play thatGenre on a Smartphone

15% 10% 20% 30% 40% 50% 60% 70% 80% Gender (% Female) vCONTEXTv IS EVERYTHING DIFFERENT GENRE – DIFFERENT PLAYER

Gender Splits by Genre [North America]

73% Matching Puzzle 67% Simulation 66% Casino Chance (Slots) 66% Brain Puzzle 61% Physics Puzzle 56% City Builder 53% Endless Runner 49% Casino Skill (Poker) 39% General Arcade 36% Tower Defense 33% General Strategy 32% % Female Racing 26% Card Battle 26% Action 23% Combat City Builder 21% Shooter 15% Sports -85% -65% -45% -25% -5% 15% 35% 55% 75% vCONTEXTv IS EVERYTHING MORE DIVERSITY – BROADER MARKET

Mobile Genres: Player Gender and Market Size [North America] 70% Matching Puzzle Brain Puzzle

60% Physics Puzzle 50% General Arcade Combat City Builder 40% Endless Runner

30% Shooter Racing Casino Chance Tower Defense 20% Casino Skill City Builder Simulation Sports 10% General Strategy

Card Battle NA Market NA (%of Mobile Gamers Play that Genre) 0% 10% 20% 30% 40% 50% 60% 70% 80% Gender (% Female) vCONTEXTv IS EVERYTHING MORE DIVERSITY – BROADER MARKET

Mobile Genres: Player Gender and Market Size [North America] 70% Matching Puzzle Brain Puzzle

60% Physics Puzzle 50% General Arcade Combat City Builder 40% Endless Runner

30% Shooter Racing Casino Chance Tower Defense 20% Casino Skill City Builder Simulation Sports 10% General Strategy

Card Battle NA Market NA (%of Mobile Gamers Play that Genre) 0% 10% 20% 30% 40% 50% 60% 70% 80% Gender (% Female) vCONTEXTv IS EVERYTHING WITH DIFFERENT REVENUE POTENTIAL

Quarter 2 iOS Revenue by Genre [iOS][Western Markets][Top 200 Grossing Games]

Combat City Builder $316.8 Matching Puzzle $222.2 Casino Chance (Slots) $168.3 City Builder $86.8 Card Battle $44.0 Simulation $35.6 Action/RPG $29.8 Casino Skill (Poker) $22.7 Brain Puzzle $21.6 Racing $13.9 General Arcade $12.3 Sports $10.9 Shooter $7.9 Endless Runner $5.8 General Strategy $4.8 Tower Defense $4.3 Physics Puzzle $3.6 $0.0 $50.0 $100.0 $150.0 $200.0 $250.0 $300.0 $350.0 Revenue ($USD) vCONTEXTv IS EVERYTHING ACROSS DIFFERENT MARKET SIZES

Quarter 2 iOS Revenue by Genre [iOS][Western Markets][Top 200 Grossing Games] % Play 63% Matching Puzzle $222.2 60% Brain Puzzle $21.6 49% Physics Puzzle $3.6 39% General Arcade $12.3 31% Endless Runner $5.8 26% Casino Chance (Slots) $168.3 24% City Builder $86.8 24% Casino Skill (Poker) $22.7 23% Shooter $7.9 21% Racing $13.9 21% Sports $10.9 20% Combat City Builder $316.8 19% Action/RPG $29.8 19% Tower Defense $4.3 16% Simulation $35.6 13% General Strategy $4.8 9% Card Battle $44.0 $0 $50 $100 $150 $200 $250 $300 $350 Revenue ($USD) vCONTEXTv IS EVERYTHING ACROSS DIFFERENT MARKET SIZES

Genre Market Size Monetization Breakout Player Passion % Play KPI Range Revenue > $30MM % Favorite (Of Genre Players) Matching Puzzle 63% <$0.10 Yes 40% Brain Puzzle 60% <$0.10 No 23% Physics Puzzle 49% <$0.10 No 9% General Arcade 39% <$0.10 No 14% Endless Runner 31% <$0.10 No 19% Casino Chance (Slots) 26% $0.10-$0.20 Yes 13% City Builder 24% >$0.20 Yes 29% Casino Skill (Poker) 24% >$0.20 No 20% Shooter 23% $0.10-$0.20 No 10% Racing 21% $0.10-$0.20 No 14% Sports 21% $0.10-$0.20 No 10% Combat City Builder 20% >$0.20 Yes 20% Action/RPG 19% $0.10-$0.20 No 14% Tower Defense 19% $0.10-$0.20 No 15% Simulation 16% $0.10-$0.20 Yes 52% General Strategy 13% $0.10-$0.20 No 8% Card Battle 9% >$0.20 Yes 25% vCONTEXTv IS EVERYTHING AND DIFFERENT PATHS TO GET THERE

73% 17% Racing 42% 41%

HD Console Designated Handheld PC Mobile Only

78%

Fighting 57% 11% Action & 47%

HD Console PC Designated Handheld Mobile Only

78% Shooter 51% 35% 9%

HD Console PC Designated Handheld Mobile Only

81% Sports 9% 46% 33%

HD Console PC Designated Handheld Mobile Only vCONTEXTv IS EVERYTHING + Arcade +Tap Controls - Session Length

+ Card Battle +Monetization

Hybridization Roadmap

v v CORE EXPERIENCES DEMAND LOYALTY

Churn Patterns By Genre

Have Not Churned a Game in the Past Year Have Churned >1 Game In the Past Year

53% 49% 46% 43% 43% 42% 41% 42% 41% 37% 32% 30% 28% 24%

Matching Puzzles Endless Runner Simulation City Builder Casino Slots Casino Poker Combat City Builder

vCONTEXTv IS EVERYTHING GENRE MATTERS ACROSS THE FUNNEL

Greenlight • Market Opportunity

. Competitor Analysis

. Market Strategy

• Marketing Strategy • Accessibility • Brand/Theme

• Business Model

vCONTEXTv IS EVERYTHING GENRE MATTERS ACROSS THE FUNNEL

Greenlight • Market Opportunity

. Competitor Analysis

. Market Strategy

• Marketing Strategy • Accessibility • Brand/Theme

• Business Model

vCONTEXTv IS EVERYTHING PUZZLE GENRES

Puzzle Genre % NA Target Player Gender, Age, Market Size, and Market Leaders NA Market Market (MM) 45 Matching 59% 63.8 Puzzle Total NA Market Puzzle Target NA Market

Brain 58% 54.1 40

Physics 53% 29.2 35

Matching Brain Puzzle CORE STATUS 30 Physics Puzzle Puzzle NA TARGET MARKET (MM)

2.2 Average Age 25 MATCHING 16.7 19.5 16.3 9

2.5 20 BRAIN 13.7 15.4 14.4 8.1

1.5 15 PHYSICS 6.5 7.8 8.9 4.6 50% 55% 60% 65% 70% 75% 80% Gender (% Female) vCONTEXTv IS EVERYTHING ARCADE GENRES

Arcade Genres % NA Target Player Gender, Age, Market Size, and Market Leaders NA Market Market (MM) 45 Gen. Arcade 43% 33.3 Arcade Total NA Market Arcade Target NA Market Endless Run 37% 30.8 40

Music 21% 12.6 35

CORE STATUS 30 Endless

Runner Music Average Average Age NA TARGET MARKET (MM) General 1.6 25 Arcade ARCADE 8.8 9.2 8.8 5

1.3 20 E N D L E S S 3.1 RUN. 8.2 10.6 7.6

15 MUSIC 3.1 4.2 2.8 1.9 1.5 40% 45% 50% 55% 60% 65% 70% 75% 80% Gender (% Female) vCONTEXTv IS EVERYTHING MANAGEMENT & SIMULATION GENRES

Management & Simulation Genres % NA Target Player Gender, Age, Market Size, and Market Leaders NA Market Market (MM) 45

Simulation 24% 24.7 Simulation NA Total Market Simulation NA Target Market 40 City Builder 37% 30.8

30 City Builder CORE STATUS Simulation NA TARGET MARKET (MM) Average Age 1 25

SIMULATION 4.9 7.2 7.4 4.2 20

CITY BUILDER 4.6 7 9 6.1 2.3 15 50% 52% 54% 56% 58% 60% 62% 64% 66% 68% 70% Gender (% Female) vCONTEXTv IS EVERYTHING SKILL & CHANCE GENRES

Skill & Chance Genres Player Gender, Age, Market Size, and Market Leaders % NA Target 45 NA Market Market (MM)

Skill / Chance 40% 25.3 Casino 40 Chance Casino Skill Casino-Chance 37% 30.8 Skill & Chance 35 Casino-Skill 21% 12.6

CORE STATUS Average Age

NA TARGET MARKET (MM) 25 1 S K I L L / 3.5 CHANCE 5.8 7.6 7.6 20 CASINO - 2.5 3.9 4.1 3.7 1.6 CHANCE Skill & Chance NA Total Market Skill & Chance NA Target Market

15 CASINO - 3.7 1.3 SKILL 1.9 2.7 3.2 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% Gender (% Female)

vCONTEXTv IS EVERYTHING STRATEGY GENRES

Strategy Genres % NA Target Player Gender, Age, Market Size, and Market Leaders NA Market Market (MM) 45 Strategy NA Total Market Strategy NA Target Market Tower Defense 26% 19.5 40 Gen. Strategy 17% 10.1

Card Battle 16% 9.0 35 Combat City 26% 20.2 General Strategy 30 Combat City Tower

CORE STATUS Builder Defense Average Average Age NA TARGET MARKET (MM) 25 Card Battle

TOWER DEFENSE 2 4.9 5.9 4.7 2 20 GEN. STRATEGY 2 2.3 2.5 2.4 0.9

CARD BATTLE 0.7 1.5 2.4 2.9 1.4 15 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% COMBAT CITY 2 4.2 5.7 5.5 3 Gender (% Female)

vCONTEXTv IS EVERYTHING CORE GENRES

% NA Target Core Genres NA Market Market (MM) Player Gender, Age, Market Size, and Market Leaders 45 Racing 28% 19.7 Core Genres NA Total Market Core Genres NA Target Market Action / Fighting 26% 20.6 40 RPG 26% 5.9

Shooter 24% 17.6 35 Sports 23% 11.4

30 Sports Action & Racing

CORE STATUS Shooter Fighting Average Average Age NA TARGET MARKET (MM) 25

RACING 2.6 6.3 5.7 3.9 1.4 RPG

ACTION / FIGHTING 1.9 6 6 5.6 1.4 20

RPG 0.8 1.9 1.6 1 0.6

SHOOTER 2.5 4.6 4.6 5.1 0.9 15 0% 5% 10% 15% 20% 25% 30% 35% 40% SPORTS 1 3.4 3.5 2.3 1 Gender (% Female)

vCONTEXTv IS EVERYTHING PATRICK WALKER | [email protected] SLIDES AVAILABLE