WBF Post-Event Report April 2014 SUMMARY

1. Event: Key Facts

2. IFs Post-Event Evaluation Survey

3. Event: Media Coverage & Exposure EVENT: KEY FACTS 2013 WORLD MIND GAMES

. The World’s Best Multi-Mind Sports Event

. In Cooperation with the International Sports Federations & the International Mind Sports Association

. The Perfect Bridge Between Elite Sport and Community Engagement

. Promoting the Power of the Human Brain, Strategy and Intelligence SPORTS COMPETITION

. 5 Mind Sports: • Bridge, Chess, Draughts, Go, Xiangqi

. 13 Disciplines over 7 competition days

. 23 Categories (Teams, Pairs & Individual Events)

. 96 Total Medals Distributed

. 150 Athletes from 37 Countries

EVENT OPERATIONS

. 240 Participants and Guests accommodated in 2 Official Hotels

. 950 Badges delivered on-site for the Event

. 80 Vehicles used for Local Transportation

. 400 Volunteers

EVENTS & CULTURAL PROGRAMME

. Opening Ceremony: • 300 Participating Athletes and Performers • 450 Spectators

. Cultural Programme: • 5 School Visits, 165 Children participating in the Activities • 2,000 Participants in Primary, Secondary and College Mind Sports Tournaments (Finals played at the Venue)

ONLINE TOURNAMENT

640,000 Online Players participated in the WMG Online Tournament worldwide

. International: • 3 Platform Partners (Bridgebase, Draughts KNDB, Go Pandanet) • 310,000 Players

. China (in partnership with Tencent QQ Games): • 5 Sports (Finals played at the Venue) • 330,000 Players IFs POST-EVENT EVALUATION SURVEY EXECUTIVE SUMMARY

GENERAL

. The IFs rated the Event 8.0 (out of 10) on average. The IFs praised the general quality of the Event and think that the 2013 edition was better than the 2012 edition. However, several IFs would like to host more spectators at the venue

. The IFs liked most about the Event the professionalism of the organization, the cultural programme and the uniqueness of the concept which unites all Mind sports together in one single Event EXECUTIVE SUMMARY

EVENT PREPARATIONS

. The majority of the IFs were satisfied with the quality and frequency of the Coordination Meetings and Inspection Visits, and received all information to thoroughly prepare the Event

SPORTS COMPETITIONS

. The majority of the IFs were satisfied with the organization of their competition (format, schedule, technology, awarding ceremonies, doping test) and were able to bring their best athletes. However, several IFs would like to increase the quota of athletes for their sport EXECUTIVE SUMMARY

COMPETITION VENUE

. The majority of the IFs were satisfied with the set up of their competition venues (facilities, competition area, equipment, branding). However, the IFs faced major issues with internet connection. Likewise, available space, lighting and temperature need to be adjusted case by case

. The majority of the IFs were satisfied with the two newly created areas, the Players Lounge and the Spectator Area. However, despite the set up of the Spectator Area, the IFs believe that the organizers should attract more spectators to the venue EXECUTIVE SUMMARY

SERVICES

. The majority of the IFs were satisfied with the registration, visa application and flight booking processes. However, several IFs would like to take over the responsibility for flight tickets booking in order to minimize the mistakes made during the process

. The majority of the IFs were satisfied with the quality of the other services provided by the organizers (hotels, catering , airport transfer, volunteers’ support, VIP programme) EXECUTIVE SUMMARY

CEREMONIES, EVENTS & CULTURAL PROGRAMME

. The majority of the IFs were satisfied with the organization of the Opening Ceremony, the Closing Banquet, the SportAccord Cocktail and the Cultural Programme. Suggestions include featuring a more diverse and extensive cultural programme in the Opening Ceremony, and organizing more student visits at the venue. Additionally, several IFs would like the organizers to better define and optimize the role, schedule and exposure of the sports Ambassadors EXECUTIVE SUMMARY

MEDIA, BROADCAST, DIGITAL & ONLINE TOURNAMENT

. The majority of the IFs were satisfied with the media facilities and operations on-site (facilities, meetings, TV booth), the multimedia coverage of the Event (TV, web streaming, official Event website), and the organization of the online tournament

SUGGESTIONS FOR THE FUTURE

. The main suggestions include increasing the prize money, enhancing media promotion of the Event, increasing the IFs’ quotas, improving the flight tickets’ booking services and attracting more spectators to the venue EVENT: MEDIA COVERAGE & EXPOSURE TV & DIGITAL DISTRIBUTION

. 30+ Hours of Content Produced

. 5 HD Production Points

. Live Content (World Feeds), Daily Highlights (26’), Event Highlights (52’)

. 23 International Media Platforms covering the Event

. TV Broadcast in 36 Territories (-to-air coverage in 12 Territories)

. Extensive Web Streaming Worldwide (live, highlights) on World Mind Games’ Youtube Channel TV & DIGITAL DISTRIBUTION

23 Media Channels News/Web Mongolia Free-to-air coverage in SNTV (90 territories), Youtube UBS (World), LaOla.tv (World),

12 Territories QQ.com, sina.com (China)

Slovakia Slovak Sports China Beijing TV (regional), CCTV 5+ (national)

Turkey Sports TV

Pan-Asia Fox Sports Asia (including China, Philippines, Malaysia, Indonesia, Singapore) Indian Sub-Continent / South Asia (DD Sports), Pakistan (PTV), Bhutan (BBS), Sri Lanka (CSN, South-East Asia BBS), Afghanistan (RTA) Philippines (Solar Sports), Malaysia (RTM), Singapore (), Hong Kong (TVB), Vietnam (VTV), Brunei (TV Brunei)

TV EXPOSURE*

In 4 Selected Territories, the 2013 World Mind Games generated 110 hours of Broadcasting Time and reached 101 million Event Contacts

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014 TV EXPOSURE BY COUNTRY*

54% of the Media Impact was created by the Host China. The Highest Broadcasting Time in total was gained by the Philippines (73 hours).

TV Channels Programmes Broadcasting Time Event Contacts Country (number) (number) (h:mm:ss) (million) China 5 19 18:00:08 55,71 Philippines 1 30 73:58:33 24,35 Singapore 1 3 1:30:00 4,50 Turkey 1 13 17:05:00 17,38 Total 8 65 110:33:41 101,94

In February 2014, Fox Sports Asia aired 107 hours of Delayed Broadcasting across Asia including 3 of the 4 selected territories (data not included in the report because broadcast is outside monitoring period)

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014 TV EXPOSURE BY CHANNEL*

. The Largest Media Top 5 Channels Top 8 Channels by Broadcasting Time by Event Contacts Impact for a Single (h:mm) (million) Channel in total (37%): CCTV 5+ (CHN) 38.57 CCTV 5+, China = Solar Sports (PHL) 73:58 38 million Event Solar Sports (PHL) 24.35 Contacts Sports TV (TUR) 17:05 Sports TV (TUR) 17.38

Beijing Sports TV 11.74 (CHN) In China, the TV Exposure CCTV 5+ (CHN) 10:21 and Media Impact for the Event were generated not Channel 5 (SGP) 4.5 only by the Live, Delayed and Beijing TV Sports Guangdong TV 7:32 3.31 Highlights coverage on Beijing (CHN) Sports (CHN) Sports TV and CCTV 5+, but also by the News coverage on CCTV 5, CCTV 5 (CHN) 1.54 Guangdong Sports TV & Dragon TV Channel 5 (SGP) 1:30

Dragon TV (CHN) 0.54

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014 TV EXPOSURE BY GENRE*

Live coverage and Replay/Delayed coverage had a respective share of 24% and 66% of the overall Broadcasting Time

Broadcast Time by genre 0.1%

9.5% Live

24.0% Replay/Delayed

Highlights

66.3% Magazine & News

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014 WEBCAST

. Live coverage available worldwide on WMG Youtube channel* . 12,800 video views during the Event (189,000 video views since the creation of the channel)

Livestream was available on different mind sports’ specialized websites worldwide, as well as on QQ.com and sina.com in China generating additional web audience for the Event

* World Mind Games Youtube channel Dec 10-20, 2013 EVENT WEBSITE / SOCIAL MEDIA*

. 21,000 unique visitors (+38% vs. 2012) . 100,000 page views (+6% vs. 2012) . Top 5 traffic sources: Russia, China, Netherlands, USA, France

. +75% likes, 1,315 likes . Engaged users: 2,400 (+157%) . Reach: 32,420 (+295%) . Top 5 countries reached: India, USA, Philippines, Romania, Brazil . 74% Men / 26% Women

* Event Website: Dec 12-19, 2013, Facebook: Dec 10-20, 2013 PR / PROMOTION IN CHINA

. Print: • 5 Full page reports on the Event including a special report on the Opening Day by China Sports Daily (circulation: 200,000) and Beijing Morning Post (circulation: 300,000)

. Radio: • Promotion on Beijing Communication Radio, the Beijing News Radio and the Beijing Sports Radio from Dec 2 to Dec 19, 2013 • Spots aired 19 times per day during 17 days • 102 million Radio Listeners covered (source: CSM Media Research) PR / PROMOTION IN CHINA

. Outdoor Advertising: • Promo video clip of the Event aired on 2 LEDs displayed in the Beijing Railway Station 50 times per day and in West fourth ring road 200 times per day from Dec 4 to Dec 18, 2013 • Promo video clip of the Event aired on LEDs in 12,000 Beijing buses 10 times per day from Dec 7 to Dec 18, 2013 • Ads displayed on the side of 15 buses of 3 lines around the venue in Beijing from Dec 4, 2013 to Jan 3, 2014 • 20 Advertising Displays around the North ring road bus stations in Beijing from Dec 4 to Dec 18, 2013 PR / PROMOTION WORLDWIDE

. Digital: • 30’’ Video Trailer posted on all media platforms and shared with the participating International Sports Federations • Promo Banners posted on all participating International Sports Federations’ websites, social media platforms and online tournament partners’ websites • E-newsletter sent daily during the Event distributed to 2,500 media contacts and shared on the website • Facebook Campaigns in November 2013 (contests,…)

PRINT / DIGITAL EXPOSURE*

The 2013 World Mind Games generated about 650 articles and news in press and internet worldwide

* Sources: Factiva (international), LOC (China), Google News Analysis (Dec 10-20, 2013)