Prepared by Gfinity 2021

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© 2021 GFINITY, PLC A GLOBAL ESPORTS COMPANY L O N D O N , U K GFINITYPLC.COM Table of Contents Table of Contents

Introducing Gfinity Digital Media 0 3 MTG Rocks 1 3

Trusted Partners 0 4 Gfinity Deals 1 4

GDM Ecosystem 0 5 Acer Case Study 1 5

Gfinityesports.com 0 6 Social Ecosystem 1 6

Cadbury Heroes League Case Study 0 7 Why GDM? 1 7

RealSport101.com 0 8 Trebor ‘Give Me Strength’ Case Study 1 8

Dirt 5 Case Study 0 9 GDM Progromatic Inventory 1 9

StealthOptional.com 1 0 Thank you 2 0

RacingGames.GG 1 1

Epicstream.com 1 2 Gfinity Digital Media (GDM) is the home of all things gaming, esports & entertainment .

Comprising of six websites - Gfinityesports.com, RealSport101.com, StealthOptional.com, EpicStream.com, RacingGames.GG and MTGRocks.com - GDM reaches up to 14 million highly-engaged gamers every month and delivers more than 65m Monthly impressions across its social channels.

About Gfinity Digital Media A leading Google authority across a plethora of key games, GDM Introducing Gfinity reaches communities from every aspect of gaming - from those interested in top releases and consoles news, to esports fans or Digital Media those wanting to level-up their game with the latest hardware.

With content written by respected experts from the likes of The Daily Mail, Den of Geek, Eurogamer and more, GDM has grown exponentially in the space of a year - with total users rocketing from one million to 14 million in the space of 18 months.

All websites are specifically designed to be enjoyed on the move, with on-platform video delivered by the market-leading Connatix platform.

*Estimated impressions based off on-site analytics tools Trusted to deliver campaigns for clients including: GDM ECOSYSTEM

GAMING ENTERTAINMENT

TARGETED TECH TOPIC GFINITYESPORTS.COM GFINITYESPORTS.COM

Gfinityesports.com has grown from 5k users a month to over 8.9m in The ecommerce team also works closely with Gfinity to reach a under a year and a half. Despite the site’s reputation as the go-to different strand of users; Gaming Consumers. In fact, one of the destination for Call of Duty, GfinityEsports’ top-performing articles can site’s top articles in 2020 was a PS5 stock checker, which range from Pokemon Go, to FIFA 21, and Animal Crossing.

helped GDM sell over £500,000 worth of PS5 units through affiliate schemes.

With such a broad range of content to get stuck into, it’s no wonder that returning users make up over 25% of the site’s monthly traffic. Or Gfinityesports.com has nearly 400,000 signed up to push that GfinityEsports’ users will view 2 pages per session, spending notifications, reaches 35m gamers a month through its social almost a minute and a half on the page.

channels, and is building a highly-engaged returning user base through its recently launched - and constantly evolving - on-site Content focus: Gfinity blends a mixture of light news stories with rewards programme, Gfinity Plus. longer, more detailed how-to guides to help casual gamers improve. Whether that’s how to pull off the most insane skill moves in FIFA, or the best hiding places in Call of Duty Warzone.

GfinityEsports.com Monthly Uniques: 8,900,000 Monthly Page Views: 21,600,000

Gender

Male - 85% USA - 47% Mobile - 76%

Female - 15% UK - 17% Desktop - 23%

Age Canada - 5% Tablet - 1%

18-24 - 36% Australia - 3% USER PROFILE 25-34 - 40% Germany - 3% PLAYS WIDE RANGE OF GAMES

35-44 - 13% ROW - 26% HIGHLY ENGAGED

45+ - 11% LOVES SHOOTERS

KNOWLEDGE SEEKER The Cadbury Heroes League Gfinity Case Study

GDM approach

Gfinity was appointed by Cadbury to deliver The Cadbury Heroes League, a Street Articles: Fighter V tournament, which pitted celebrities’ and creator’s relatives against one another after an intensive training period.

KPI: Total Uk Views: Average Dwell Time: Gfinity Digital Media supported the competition with an integrated marketing campaign across GfinityEsports, RealSport101 and Stealth Optional, made up of 224,000 UK views 290,997 1:42 both editorial and video content shared across the websites and their social channels.

The video series was delivered through the websites’ onsite video players, targeting fans of fighter games and casual gamers with a target viewership of Video Views (onsite): 800,000 UK video views. The campaign delivered more than 3 million UK video views, with a completion rate of 51%.

KPI: Total Uk Views: Average completion rate

The editorial series was fed into our discovery program, which targeted fans of 800,000 UK views 3,060,203 51% fighter games - with a KPI of 224,000 UK views we delivered 290,000 UK page views with an average dwell time of almost 2 minutes.

REALSPORT101.COM REALSPORT101.COM

Content focus: RealSport has FIFA flowing through its veins - RealSport has grown from one million users to nearly 5m in covering all aspects of EA Sports’ game. However, the site now a year. As the name suggests, RealSport is the home of covers news and features across plenty of games. Both in and sports gaming; the site is an authority on the likes of FIFA out of the sports genre - all with the same level of granular and Madden and has been trusted by companies such as detail and insight.

Codemasters to support key game launches via branded content.

RealSport101.com has more than 100,000 fans signed up to push notifications and reaches more than 5m gamers every However, in recent months, RealSport has made the move to month through its social channels - all of which are heavily a gaming news site proper, with the site’s top-performing made up of US and UK fans.

categories now including Minecraft, PUBG Mobile and Genshin Impact.

Through the RealGaming International network, content is also delivered in Spanish, Portuguese and Arabic, reaching more RealSport101.com than 204,000 users - despite being only six months old.

Monthly Uniques: 4,700,000 Monthly Page Views: 8,800,000

Gender

Male - 90% USA - 35% Mobile - 75%

Female - 10% UK - 15% Desktop - 24%

Age India - 4% Tablet - 1%

18-24 - 38% Canada - 4%

USER PROFILE 25-34 - 38% Australia - 3% CASUAL GAMER

35-44 - 14% ROW - 39% LOVES SPORTS & GAMES

45+ - 10% RPG GRINDER

FIFA FANATIC Realsport Case Study: Dirt 5 Content Stats

GDM Aproach Results

Gfinity created a 5-part video and editorial series highlighting the improvements and changes Codemasters had made for their latest rally-racing game DIRT 5. RealSport101 was uniquely positioned Articles Social video views to deliver this campaign due to the huge sim-racing & racing game audience on the site as well as on their KPI (views) - 5,000 Total views - 12,300 social channels.

The video series was delivered through RealSport's Total views - 36,000 Average completion - 11% onsite video player, targeting fans of racing games and sports games with a target viewership of Average dwell time - 2:55 100,000 video views, the campaign delivered a total of 730,000 video views and a 70% completion rate. We also released the video series across our Video views (onsite) Facebook network and reached an additional 12,300 video views. KPI (views) - 100,000 The editorial series was fed into our discovery program making it easier for fans of the racing genre Total views - 740,000 to discover the content and learn more about DIRT 5 - with a KPI of 5,000 views we delivered over 35,000 page views with an average dwell time of just under Average completion rate - 70% 3 minutes. “Realsport understands our players and knows how to create content that offers them value when they are away from their console or PC. They have delivered a campaign combining rich written editorial with supporting video that both informs and entertains” Shaun White - Director of Communications, Codemasters

STEALTHOPTIONAL.COM STEALTHOPTIONAL.COM

StealthOptional launched in March 2020 and quickly cemented itself as a trusted destination for all-things next-gen, with an ever-growing stable of interlinked articles teaching gamers everything they need to know about the PS5, the Xbox Series X/S, and the next-generation of PC hardware from NVIDIA, AMD, Apple and others.

Gender

With the launch of the new Xbox and PlayStation consoles both falling in November 2020, this month became a Male - 88% USA - 46% Mobile - 73% triumphant ‘proof point’ for the site: despite only existing for 9 months, StealthOptional reached over 400,000 users Female - 12% UK - 20% Desktop - 26% across this 30-day period, with over half-a-million sessions being tracked in that time.

India - 5% Tablet - 1% 7% of Stealth Optional’s November traffic came directly from Facebook, where the team has been rolling out an Age active ‘outreach’ strategy of posting specially-made content directly into hyper-engaged Facebook groups (e.g. PS5 18-24 - 27% Canada - 3% news stories are posted daily into various PlayStation-focused groups).

USER PROFILE 25-34 - 43% Australia - 2% This focus on Facebook has also enabled the team to identify a number of other engaged communities adjacent to TECH SAVVY

the gaming world, including Retro Gaming enthusiasts, LEGO collectors, Pokemon fans and Star Wars obsessives. 35-44 - 17% ROW - 26% Serving dedicated content to these communities has allowed the site to widen the breadth of its coverage and grow HIGHLY INQUISITIVE

its user base.

45+ - 13% KEEN TO UPGRADE

The addition of Epic Stream’s huge social ecosystem can be leveraged by Stealth Optional, as Stealth’s typical user WANTS EXPERT ADVICE interests are aligned with many of the niche Facebook pages Epic Stream owns.

Stealth has also become a key player in Gfinity Digital Media’s ecommerce output, with a dedicated on-site section dubbed ‘Purchase Mandatory’ tying together buying guides, deals coverage and product announcements - it’s a very natural fit when you consider the organic coverage of hardware that already runs on the site. StealthOptional.com Monthly Uniques: 430,000 Monthly Page Views: 690,000

RACINGGAMES.GG RACINGGAMES.GG

Launched in November 2020, RacingGames builds on the success of Formula 1 games on RealSport. This dedicated site can deliver virtual race fans with the news, opinion, and expert guides they crave.

Even this early in its life, RacingGames.GG has kicked off a collaboration with Codemasters around DIRT 5 and held an exclusive interview with F1 Esports star Marcel Kiefer.

Content focus: From the simplest arcade racer to the most hardcore sim, if you can drive and race in a game, RacingGames.GG will be all over it. With passionate and expert editors, RacingGames focuses on Formula 1 games as well as console staples Forza and Gran Turismo.

Gfinity is a world-leader when it comes to delivering virtual motor racing and esports. RacingGames.GG will talk directly to that audience and grow Gfinity’s strength in this genre of esports.

The new site will use our proven SEO strategy, whilst tapping into Epic Stream’s huge social network to maintain its strong growth.

Male - 89% UK - 21% Mobile - 72%

Female - 11% USA - 20% Desktop - 26%

Germany - 9% Tablet - 2%

18-24 - 31% Netherlands - 5% USER PROFILE 25-34 - 36% Canada - 4% Casual gamer Loves racing titles RacingGames.GG

35-44 - 16% ROW - 41% Keen to improve pace Monthly Uniques: 130,000 45+ - 17% Information seeker Monthly Page Views:178,000 EpicStream.com EpicStream.com

Epicstream.com is the first site to join the GDM network and it now boasts an audience of over 2 million users a month who love all things fantasy and Sci-Fi.

EpicStream also brought with them a huge network of over 30 Facebook pages with a combined 6,000,000 likes - they cover almost every niche of geek culture, from fantasy literature and Harry Potter to Star Trek and Lord of the Rings - this serves as a gateway to a huge social audience who regularly read content from the EpicStream website as well as engage with videos/meme content on platform.

With upcoming Marvel releases, a ton of new Star Wars shows on the horizon and a Lord of the Rings TV series in the pipeline, the future looks bright for EpicStream’s network as we look to continue targeting niche audiences in 2021.

The content of the sites are focused on the fantasy and sci-fi genre - making the movie/tv/streaming industry a particular focus. With a huge audience across Marvel, Disney, DC, Lord of The Rings and more EpicStream is positioned to capitalise on the influx of new series & movies that are releasing across 2021 and into 2022.

Gender

Male - 73% USA - 54% Mobile - 72%

Female - 27% UK - 7% Desktop - 27%

Age Canada - 5% Tablet - 1%

18-24 - 43% Philippines - 5% USER PROFILE 25-34 - 34% India - 4% Loves Geek Culture Easter egg hunter EpicStream.com 35-44 - 12% ROW - 25% Exclusive content seeker Monthly Uniques: 2,360,000 45+ - 11% Soft spot for nostalgia Monthly Page Views: 3,655,000 MTGRocks.com MTGRocks.com

The newest site in GDM’s network, MTGRocks launched in early February 2021 and is the new home for all things Magic: The Gathering, the popular collectable and digital collectable card game.

MTGRocks.com builds off of the success of EpicStream’s MTG Facebook page ‘MTG Rocks’, which has over 280,000 likes, and its network of MTG Facebook groups, which have over 80,000 members in total. This established network has allowed MTGRocks to attract over 200,000 users a month despite only launching recently.

Content focus: MTGRocks covers the traditional trading card game, Magic: The Gathering Arena (the online video game), and all other areas of MTG, providing the latest news and guides to the community.

Mtgrocks.com has been fully designed, developed and delivered by the internal team behind EpicStream, which has grown its user base to over two million users since joining Gfinity Digital Media and now has an MTG community of over 375,000 users a month, including social channels.

The new site’s content will complement and support EpicStream’s existing MTG coverage, delving deeper into the game and its peripherals.

Gender Top Countries

Male - 95% USA - 61% Mobile - 82%

Female - 5% Canada - 5% Desktop - 17%

UK - 4% Tablet - 1%

Germany - 3% 18-24 - 13% USER PROFILE Lives and breathes MTG 25-34 - 43% ROW - 27% Loves strategy and tactic based games 35-44 - 32% High engagement Users Monthly Uniques: 220,000 45+ - 12% High return users Monthly Page Views: 704,000 Gfinity Deals

Since its inception Gfinity Deals has become so much The Gfinity Deals USA Twitter was launched following the more than just the ecommerce operation of GDM. success of the UK Twitter account now has almost 7000 followers, with average clicks on an affiliate link promoted on Launching in September 2020, in response to the social media increasing fourfold. Gfinity Deals also utilises the phenomenal demand for next-generation consoles, Gfinity Plus Newsletter to bring the latest deals and exclusive Gfinity Deals is now a trusted brand in its own right, offers to its 4,500 subscribers. promoting a hand-picked selection of deals and offers to an eager and rapidly expanding community of savvy Moreover, Gfinity Deals has amassed more than 1.5m clicks on gamers and tech enthusiasts. affiliate links since September 2020, demonstrating its ability to direct readers towards retailers and ultimately drive sales. The first real success of Gfinity Deals came in November 2020, with the launch of the PlayStation 5 and Xbox Gfinity Deals has also partnered with global brands including Series X. More than 1,500 next-gen consoles and The LEGO Group, Samsung, Acer Predator Gaming and accessories were sold through affiliate links, leading to a SurfShark VPN, to create bespoke content and work on tidal wave of thanks from appreciative readers who high-performing commercial campaigns for these clients. managed to secure an in-demand system thanks to Gfinity Deals.

Ecommerce Activations

450,000 users signed up to Dedicated deals twitter account push notifications with almost 7,000 followers

More than 6,000 users signed Sept 2020 - March 2021 revenue up to email newsletter (before commission): £2,120,443

Monthly social reach of more than 65,000,000

Acer Gfinity Deals Case Study - Acer

Gfinity Deals was given the opportunity to create a content campaign in collaboration with HudL.gg to promote the Acer Predator Gaming’s esports tournament and social platform Planet9.

The campaign was focused around three pieces of content that would delve into the various key pillars of the social networking website, alongside promoting the Planet9 University Invitational League of Legends tournament to our readership.

As a respected esports authority, Gfinity Esports was a natural fit for this content campaign, and the articles received 183,759 pages views, 157,466 page views and 43,405 page views respectively, with an average dwell time of just over 1 minute.

These figures far surpassed the client’s expectations and the overall response to the content from our readership was extremely positive. Articles:

Total Views: Average Dwell Time: 384,629 1:01

“Gfinity delivered above expectation for the Acer – Planet9 event almost doubling the reach and page views of the other channel providers we used.”

Craig Wood – HudL.gg Founder SOCIAL ECOSYSTEM SOCIAL ECOSYSTEM

Fans: 14.2k Fans: 6.45m Fans: 200k Fans: 35k Fans: 290k Impressions (mo): 50k Impressions (mo): 45m Impressions (mo): 8m Impressions (mo): 2m Impressions (mo): 500k

We have seen huge Instagram, like Twitter & Our network of over 50 Twitter is utilised to promote successes on TikTok and the TikTok is a platform utilised Both YouTube and Twitch are Facebook pages and groups onsite content as well as platform is utilised to share to showcase the best on-site used as streaming speak to a huge range of engage with gamers on ‘viral’ video content as the editorial content, as well as, platforms, as well as for niche audiences across platform with gaming deals platform moves towards engage with what games gaming news related videos gaming and entertainment. and engagment content. encouraging more gaming love most. Memes. content Why Gfinity Digital Media? Why Gfinity Digital Media?

Gfinity Digital Media spans across five websites, four languages and over 50 Social Media accounts.

01 Bespoke Editorial Content 02 On-Site Video Utilising all our channels, GDM reaches over 75 Through creation of bespoke editorial content, Gfinity can help communicate Through on-platform video, Gfinity delivers more than 17m video views - million gamers every month with engaging content your brand message to the gaming community in our proven tone of voice. In via engaging tutorials, news, features and hints and tips. using our proven tone of voice.

addition, your campaign CTA can be reinforced through our editorial content, yielding better results than just display advertisements alone. GDM on-platform video is powered by Connatix, a marketing-leading Our huge network of gamers means we can create video platform that is trusted by some of the biggest media companies in both bespoke content and viable advertisement A key part of Trebor’s ‘Give Me Strength’ campaign was encouraging the sim the world - including MailOnline, Mashable and Reuters. strategies that will have your brand message racing community to submit their ‘Give Me Strength’ moments which would communicated to the gaming community.

feature in our editorial pieces. With the in-article CTA of ‘tell us your Give Me Google and mobile optimised, the player delivers lightning fast rich Strength moments’ we accrued over 120 reponses. media with minimal effects on page load, whether that be on 3G or Wifi. Moreover, we have developed our own tech solutions The player then follows users down the article - increasing viewability. to help you reach the exact audience that you want to. We call this Gfinity Discovery.

03 Gfinity Discovery 04 Social Media Support

Gfinity Discovery is an owned tech solution that lets brands target certain All of our bespoke content is shared across our social media network. We have communities within the GDM network. So, if you want to target just racing fans 50 different social media pages to choose from, with a combination of both for example, all from a certain geographic location, then we're able to do that.

broad and niche focuses alike. This means we can reach the audiences within the gaming, tech and entertainment sectors that you want to target.

The result is incredible engagement and no wasted budget - creating campaigns that are absolutely tailored to your target audience.

We've used Gfinity Discovery for the likes of Cadbury, Codemasters and Trebor, and delivered incredible results. Trebor Mints - Gfinity Discovery Case Study 'Give Me Strength' Campaign Gfinity partnered with Trebor to deliver the V10 R-League’s ‘Give Me The editorial series was fed into our discovery program, which also Strength’ content series, which was designed to give gamers the targeted motorsport and sports gamers - with a KPI of 20,000 UK page straight-talking confidence to come together and call out the nonsense in views, we delivered over 150,000 UK page views with an average dwell Sim Racing, whilst looking back the ‘Give Me Strength’ moments from time of over two minutes.

Season 1 of the V10 R-League.

The display advertisements comprised of banner ads and pre-roll video Gfinity Digital Media provided an integrated marketing campaign across on our on-site video player. We exceeded both KPIs of 2 million UK ad GfinityEsports, RealSport101 and Stealth Optional, made up of display impressions and 242,000 UK pre-roll video impressions.

advertisements, and both editorial and video content shared across the websites and their social channels. The campaign ran for a four week period.

The video series was delivered across the websites’ onsite video players, the V10 R-League YouTube channel and Gfinity’s Facebook page. The video content targeted motorsport and sports gamers with a target viewership of 200,000 UK video views. The campaign delivered almost 800,000 UK video views, with a completion rate of 36%. Articles: Video Views:

KPI: Total Views: Average Dwell Time: KPI: Total Views: Average Completion Rate: 20,000 (UK views) 151,064 (UK views) 2.3 minutes 200,000 (UK views) 798,344 (UK views) 36%

Display:

KPI: Total Ad Impressions: Pre-roll Video KPI: 2 million (UK impressions) 2,005,099 (UK impressions) 242,000 (UK impressions)

Total Pre-Roll Video Views: View Through Rate: 245,018 (UK impressions) 61.71% Programmatic Inventory Gfinity Digital Media Programmatic Inventory

We use these formats to build integrated and effective campaigns for our clients. The rates detailed are CPM fees in pounds and dollars. More currencies available by request.

DEVICE FORMAT POUNDS DOLLARS

DESKTOP IAB Standard Formats £ 2.00 $ 2.50

IAB Large Formats £ 6.50 $ 8.13

Floor Ad £ 16.50 $ 20.63

Premium Takeover £ 28.00 $ 35.00

Expandable Premium Takeover £ 28.00 $ 35.00

Video Skin £ 28.00 $ 35.00

Microstitial Takeover £ 30.00 $ 37.50

CROSS-DEVICE Kids Video £ 18.50 $ 23.13

Core Video £ 18.50 $ 23.13

MOBILE Mobile Video £ 16.50 $ 20.63

Mobile Banners £ 1.60 $ 2.00

Reward Playable £ 0.05 $ 0.06

MRAID £ 19.00 $ 23.75 Thank You

Gfinity Digital Media services are underpinned by Gfinity’s long serving experience in esports having produced activations, content and events for many blue chip clients.

Gfinity – 630,475 UK monthly impressions​ We work with our partners to identify the most effective solutions within our

RealSport101 – 695,168 UK monthly impressions​ additional services to enhance any media campaign if it is relevant to do so.

StealthOptional – 24,899 UK Monthly impressions We'd love to discuss how Gfinity Digital Media can benefit you.

Major brands and publishers trust Gfinity.

4.8m 165k 6.9m 190k 6.5m 165k