Glu Mobile Inc. Combined Proxy Statement & Annual Report for The
Total Page：16
File Type：pdf, Size：1020Kb
JOB TITLE Glu Mobile AR REVISION 2 SERIAL <12345678> DATE Thursday, April 23, 2020 JOB NUMBER 373683-1 TYPE PAGE NO. i OPERATOR JOSEPHA Glu Mobile Inc. Combined Proxy Statement & Annual Report for the 2020 Annual Meeting of Stockholders JOB TITLE Glu Mobile AR REVISION 2 SERIAL <12345678> DATE Thursday, April 23, 2020 JOB TITLE Glu Mobile AR REVISION 2 SERIAL <12345678> DATE Thursday, April 23, 2020 JOB NUMBER 373683-1 TYPE PAGE NO. ii OPERATOR JOSEPHA JOB NUMBER 373683-1 TYPE PAGE NO. iii OPERATOR JOSEPHA April 28, 2020 Dear Stockholders, 2019 was an educational year for Glu and our stockholders. After two years of high growth, we endured a few challenges, some self-created, some exogenous, that resulted in less than expected growth. Our results were still solid with a 10% improvement in bookings compared to 2018. We also delivered record adjusted EBITDA as well as record GAAP profitability, a major milestone for the company. Despite these accomplishments, we felt we could have done better. As a result, we have made some key changes to position us for more significant growth in the future. This includes a reorganization of our Revenue Team, a new approach to giving guidance on new title launches, and a series of process improvements across the Studio and Central infrastructure. Although there is a lot of uncertainty in the current state of the world, we believe these actions, combined with our solid foundation and proven Growth Games, are already strengthening our position in 2020 and beyond. Our Growth Games, Design Home, the Tap Sports Baseball franchise and Covet Fashion, all had double-digit year-over- year bookings growth in 2019 and collectively ended the year representing 79% of our bookings. In addition, we also added Diner Dash Adventures to our portfolio of live titles. As discussed on our earnings calls, these Growth Games are the focus for Glu – games that grow bookings year-over-year. They provide predictable, repeatable revenue and margin contribution, and allow us to invest in expanding our portfolio with the addition of new Growth Games that stack on the existing titles creating the potential for a strong, aggregated growth curve for the company. Design Home, the number one home decorating game where you get to live the life of an interior designer, grew annual bookings by 12% to $176.3 million. In 2019 we introduced ‘My Home’, a meta game system that expands creativity for our players, offering fun new in-game features. As successful as Design Home has been, we expect the franchise to continue to grow . We intend to build infrastructure to bring the game to other platforms such as web browser, and are looking at e-commerce opportunities as well as expanding our growth in Europe. We also have exciting features planned to continue to strengthen engagement and expand monetization. Covet Fashion delivered $66.1 million in bookings for 2019, which was up from $53.4 million in 2018. The team continues to deepen the creative experience through new features such as Prop Shop, as well as expand the brand through real world events such as Covetcon and Covet Socials. This title is now in its seventh year and going stronger than ever, with successive new records in the third and fourth quarters of 2019. We are very optimistic about the future for this amazing franchise and look forward to further additions to expand the social connection between our players. Finally, our Tap Sports Baseball franchise also had its best year ever delivering $90.9 million in total bookings in 2019, up 21% from 2018. The depth of live operations and events, combined with a highly tuned elder game, has driven this game to the top of the sports genre with a highly dedicated and loyal player base of enthusiastic supporters. The 2020 version includes many new game features as well as a significant expansion of territories where the game is available. 2019 also saw the addition of Diner Dash Adventures to our growing list of live games. The latest in the Dash franchise, this hybrid game of a cooking time-management core loop and a decoration elder game has created what we believe is the best game in the series. The team is currently creating more systems and features to deliver additional fun and compelling events to our players on a daily basis. We very much look forward to a long life for Diner Dash Adventures and believe it can become another Growth Game for Glu. Glu’s core strategy has been to create and operate Growth Games that delight our players. Now that we have built the internal infrastructure, culture and environment needed for this, we are able to accelerate our strategy by acquiring games and teams as well. In June 2019, we added a new studio in Orlando, Florida that is working on another title for our Sports & Outdoors brand, this time a fishing game. With Tap Sports Baseball already established and Deer Hunter World on the way, this will give us a strong foundation in building out this umbrella brand and creating multiple sports and outdoor experiences, each with fun and engaging core mechanics and deep elder games for long term enjoyment. We are also building our Crowdstar brand in the lifestyle space based on the success of Covet Fashion and Design Home. JOB TITLE Glu Mobile AR REVISION 2 SERIAL <12345678> DATE Thursday, April 23, 2020 JOB TITLE Glu Mobile AR REVISION 2 SERIAL <12345678> DATE Thursday, April 23, 2020 JOB NUMBER 373683-1 TYPE PAGE NO. ii OPERATOR JOSEPHA JOB NUMBER 373683-1 TYPE PAGE NO. iii OPERATOR JOSEPHA April 28, 2020 Dear Stockholders, 2019 was an educational year for Glu and our stockholders. After two years of high growth, we endured a few challenges, some self-created, some exogenous, that resulted in less than expected growth. Our results were still solid with a 10% improvement in bookings compared to 2018. We also delivered record adjusted EBITDA as well as record GAAP profitability, a major milestone for the company. Despite these accomplishments, we felt we could have done better. As a result, we have made some key changes to position us for more significant growth in the future. This includes a reorganization of our Revenue Team, a new approach to giving guidance on new title launches, and a series of process improvements across the Studio and Central infrastructure. Although there is a lot of uncertainty in the current state of the world, we believe these actions, combined with our solid foundation and proven Growth Games, are already strengthening our position in 2020 and beyond. Our Growth Games, Design Home, the Tap Sports Baseball franchise and Covet Fashion, all had double-digit year-over- year bookings growth in 2019 and collectively ended the year representing 79% of our bookings. In addition, we also added Diner Dash Adventures to our portfolio of live titles. As discussed on our earnings calls, these Growth Games are the focus for Glu – games that grow bookings year-over-year. They provide predictable, repeatable revenue and margin contribution, and allow us to invest in expanding our portfolio with the addition of new Growth Games that stack on the existing titles creating the potential for a strong, aggregated growth curve for the company. Design Home, the number one home decorating game where you get to live the life of an interior designer, grew annual bookings by 12% to $176.3 million. In 2019 we introduced ‘My Home’, a meta game system that expands creativity for our players, offering fun new in-game features. As successful as Design Home has been, we expect the franchise to continue to grow . We intend to build infrastructure to bring the game to other platforms such as web browser, and are looking at e-commerce opportunities as well as expanding our growth in Europe. We also have exciting features planned to continue to strengthen engagement and expand monetization. Covet Fashion delivered $66.1 million in bookings for 2019, which was up from $53.4 million in 2018. The team continues to deepen the creative experience through new features such as Prop Shop, as well as expand the brand through real world events such as Covetcon and Covet Socials. This title is now in its seventh year and going stronger than ever, with successive new records in the third and fourth quarters of 2019. We are very optimistic about the future for this amazing franchise and look forward to further additions to expand the social connection between our players. Finally, our Tap Sports Baseball franchise also had its best year ever delivering $90.9 million in total bookings in 2019, up 21% from 2018. The depth of live operations and events, combined with a highly tuned elder game, has driven this game to the top of the sports genre with a highly dedicated and loyal player base of enthusiastic supporters. The 2020 version includes many new game features as well as a significant expansion of territories where the game is available. 2019 also saw the addition of Diner Dash Adventures to our growing list of live games. The latest in the Dash franchise, this hybrid game of a cooking time-management core loop and a decoration elder game has created what we believe is the best game in the series. The team is currently creating more systems and features to deliver additional fun and compelling events to our players on a daily basis. We very much look forward to a long life for Diner Dash Adventures and believe it can become another Growth Game for Glu.