Earnings Results Briefing Session

FY2015 First-Quarter Earnings Result Briefing Session (April 1st 2015 – June 30th 2015)

mixi, Inc. http://mixi.co.jp/ TSE Mothers 2121

The opinions and forecasts contained in these materials are based on mixi's knowledge as of the time the materials were created. No guarantee of the accuracy of that information is stated or implied. The public should be aware of the possibility that actual earnings may diverge from these forecasts due to changes in any number of factors. 2

Financial Condition

・Sales and profit both showed healthy growth

Unit: millions of yen % of Change FY2015/1Q Year-End FY2014/1Q (Apr - Jun 2015) (Apr - Jun 2014) (QoQ) Estimates

Net Sales 50,080 27.0％ 12,718 293.8%

Operating 24,345 30.4％ 4,654 423.1% Income

Ordinary 24,338 30.4％ 4,636 424.9% Income

Net Income 15,960 30.6％ 2,919 446.8%

・Entertainment: Monster Strike sales showed healthy growth ・Media Platform: Hunza Inc. and MUSE & Co. became the consolidated subsidiaries

Unit: millions of yen 60,000

50,000

40,000

30,000

20,000

10,000

0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q FY2013 FY2014 FY2015 Entertainment -0 -0 261 3,113 10,044 19,452 30,528 42,226 47,002 Mediaplatform 2,144 1,835 2,116 2,685 2,674 2,782 2,783 2,426 3,078

・Outsourcing costs increased in line with Monster Strike’s sales growth ・MUSE & Co. recognized Purchase Costs from its fashion commerce business

Unit: millions of yen

6,000 5,000 4,000 3,000 2,000 1,000 0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q FY2013 FY2014 FY2015 Outsourcing 135 145 401 569 1,068 1,764 2,702 3,307 4,482 Personnel expenses for development 329 330 267 264 250 262 273 383 314 Content procurement expenses 37 35 35 35 35 34 34 34 34 Depreciation 39 38 47 42 22 24 29 32 23 Rental charges 123 123 124 137 145 156 140 168 232 Purchases - - - - 1 1 1 1 319 Others 29 31 33 38 31 27 44 29 58

・Settlement fees increased in line with Monster Strike’s sales growth ・Amortization of goodwill increased due to the acquisitions of Hunza Inc. and MUSE & Co.

Unit: millions of yen 25,000

20,000

15,000

10,000

5,000

0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q FY2013 FY2014 FY2015 Settlement fees 275 258 348 1,294 3,486 6,439 10,210 13,131 14,938 Advertising 15 17 149 941 1,665 2,459 2,711 2,924 2,693 Outsourcing 192 217 166 178 220 244 266 293 376 Personnel 662 573 552 759 591 568 621 803 843 Rents on properties 138 140 137 133 147 142 140 139 162 Amortization of Goodwill 22 22 37 101 72 72 72 72 585 Tax and public charge 9 8 7 39 35 65 99 181 255 Others 216 205 180 272 290 274 385 390 413

Offering Size Approximately 17.5 billion yen

Payment Date July 30, 2015

Form of Offering Offering limited to overseas (Reg. S / 144A)

・Strengthening financial foundation for sustainable Use of Proceeds growth of shareholder value, primarily through M&A ・Marketing expenses for Entertainment business

Business Condition

‐ Entertainment Business ‐ Media Platform Business

Entertainment Business

2015 Coming Soon…

2015.10.10 Coming Soon…

Unit: 10,000s of people Launch of Hong 3,500 Kong and Macao version

3,000 Launch of China version Launch of South Korea version 2,500

Launch of North 2,000 America version

Launch of Launch on 1,500 Taiwan version Android

1,000 Start of TV commercials

Launch on 500 iOS

0 Oct-2013 Jan-2014 Apr Jul Oct Jan-2015 Apr Jul

Domestic

In-Game Events Merchandising Games

©Konami Digital Entertainment

Direct Contacts Video Content

TV Commercials Coming Soon…

・Collaboration with popular fighting game Ultra Street Fighter IV ・Monster Strike Nebuta to appear at Aomori Nebuta Festival, with special booth

In-Game Collaboration Aomori Nebuta Festival 7/17-7/31 8/3-8/7

TV commercial

Date: August 2, 2015 Number of Attendees: approx. 34,500 Number of Watchers: approx. 1.3 million

Aiming to popularize smartphone-based eSport in Japan PvP Developments

・First large-scale tournament for Monst Stadium, Monster Strike Grand Prix 2015, was held

*PvP = “Player vs. Player”: Players battle against each other e-sports = “electronic sports”: Organized multiplayer video games in competitive matches and viewed online via streaming or in stadiums around the world Copyright (C) mixi, Inc. All rights reserved. 16 Monster Strike Anime Project

Anime with mixture of huge scale battles featuring popular monsters, drama and comedy gives more excitement to the Game

Simultaneously broadcast on YouTube in multi- language and worldwide

Links to Game

Overseas

North America: Large-scale marketing after 2Q China: Discontinuation of distributing via the Tencent platforms (WeChat, QQ) is planned on October 19; Aiming to re-enter market in future

Comparison of growth in domestic (actual) and overseas

Phase 1 Phase 2 Phase 3 Improved functionality, stronger operations Appealing cooperative play Investing in effective promotions systems

・Multi-player mode on iOS and ・Appeal cooperative play with ・Mass promotion Android friends, using online ads and →Boost active user ratio and ・Holding events videos accelerate acquisition of new ・Localization and Culturalization → Using friend invites to users increase and retain users

・Number of users reached 4 million in July after new TV commercials and in-game collaborations ・In the App Store, achieved No. 1 sales ranking in three regions on the same day (May 31)

TV Commercials In-Game Collaborations 5/4-6/30 ＜Monster Strike× Evangelion＞

Started Ranked No. 1 July 17

TV commercials

Media Platform Business

・Broadcast two TV commercials featuring Ruriko Kojima ・Sponsor of Summer Sonic 2015, one of Japan’s biggest summer music festivals

TV Commercials Event Sponsorship Started July 16

・Ticket Camp booth is set up as an official sponsor ・Limited double name towels are offered as gifts to people who downloaded the smartphone application, on a first-come, first- served basis Started July 16

・Google Trends showed TicketCamp's popularity skyrocketed after broadcasting the TV commercials

TV Commercial

A社

B社

(Source) Google Trends

July 2015 Transaction Value Approx. ¥2bn

Jan-14 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan-15 Feb Mar Apr May Jun Jul

・Improving functionality, ・Monthly applications exceed 100,000 mainly the community ・ →Addition of push notification Booth at music events, hair-style to the community contests, and etc. →Able to view all publicly available information within the app

＜Push Notification＞＜Log-off Screen＞＜Overview of Contest＞

Launched in Jun 2015

・Continuation rate for families who ・Launched SNS “Café Fure” connect with their spouses is ・App to make friends by meeting up approx. 70%; continuation rate for at cafes families who connect with their spouses and grandparents is very high, approx. 85%

Appendix

Unit: millions of yen FY2015/1Q FY2014/1Q (end of Jun 2015) (end of Jun 2014) Current assets 77,331 27,289 Non-current assets 21,390 4,305 Total assets 98,721 31,594 Current liabilities 33,929 6,452 Non-current liabilities － 14 Net assets 64,792 25,128

FY2015/1Q FY2014/1Q (Apr 2015-Jun 2015) (Apr 2014-Jun 2014) CFs from operating activities ▲4,542 2,918 CFs from investing activities ▲85 836 CFs from financing activities ▲3,970 ▲155 Cash and cash equivalents at end of period 56,819 20,407

Company name mixi, Inc.

Establishment June 3, 1999

Capital 7.03 billion yen

Location of main office Sumitomo Shibuya First Tower Building 7F, 1-2-20 Higashi, Shibuya-ku, Tokyo, 150-0011

President Hiroki Morita Outside Director Ichiya Nakamura

Director Yasuhiro Ogino Outside Director Tatsuya Aoyagi

Executive officers and directors Director Shuhei Nishio Corporate Auditor Takako Kato

Director and Founder Kenji Kasahara Outside Corporate Auditor Takayuki Sato

Outside Corporate Auditor Hiroyuki Wakamatsu

Employees 486 (regular employee only)

Total number of shares issued 83,203,000 shares

Kenji Kasahara 47.08%

(individual shareholder) 3.06%

Major Shareholders MSCO CUSTOMER SECURITIES 2.92%

As of Mar 31, 2015 J.P. MORGAN CLEARING CORP-CLEARING 1.74%

MORGAN STANLEY & CO. LLC 1.62% * Besides the above, we own 2,592,500 shares of treasury stocks (3.11%) As of Jun 30, 2015

1997 November Start of operations of “Find Job !” Internet site for Help Wanted business 1999 June Founding of E-Mercury, Inc. 2000 October Reorganization of E-Mercury 2001 February Start of “@Press” for proxy distribution of news releases 2004 February Start of social networking service SNS“mixi” February Company name changed to mixi, Inc. 2006 September Shares listed on Tokyo Stock Exchange, Mothers Market 2011 April Find Job! spun off as separate company, mixi recruitment, Inc. 2012 March Established mixi America, Inc. in the U.S. January Acquired Internet research business, added as subsidiary mixi research, Inc. July Established I-Mercury Capital, Inc. September Established nohana, Inc. 2013 October Start of operations for smartphone games app Monster Strike November Acquired all shares of Confianza, Inc. converted to subsidiary December Acquired all shares of Diverse, Inc. converted to subsidiary December mixi research, Inc. acquires mystery shopping business 2014 March Received approximately 6.5 billion yen from public offering funded capital increase Acquired all shares of MUSE & Co., Ltd. converted to subsidiary March 2015 Acquired all shares of Hunza, Inc. converted to subsidiary July Received approximately 17.5 billion yen from public offering funded capital increase Copyright (C) mixi, Inc. All rights reserved. 29 Group Companies

Business Units

mixi, Inc. mixi recruitment, Inc. mixi research, Inc. nohana, Inc.

Providing SNS mixi and Providing Find Job!, a platform Providing mystery shopping Providing nohana family photo Monster Strike for matching companies and services for "blind" market book service, fostering family job-seekers, specializing in research communication through Internet sector personnel photographs

Diverse, Inc. Confianza, Inc. MUSE & Co., Ltd. Hunza, Inc.

Providing youbride and YYC, Providing MUSE & Co., a Providing Ticket Camp, a online wedding support Providing dating events for platforms for people who people to meet new fashion commerce service ticket flea-market service want to be married friends and lovers for women

Investment companies

I-Mercury Capital, Inc. mixi America, Inc.

Copyright (C) mixi, Inc. All rights reserved. 30 Systems Supporting a Healthy mixi and Monster Strike mixi systems for keeping the network clean and healthy We are taking further measures to improve the healthiness of our services, mixi and Monster Strike, so all of our users can continue to enjoy them in safety and confidence. In so doing, we hope to contribute to the improvement the health and safety of the Internet community.

SNS“mixi” Monster Strike

Patrolling by humans, systems

24/7

Illicit actions

 Proprietary tools for oversight  Inquiries, comments round-the-clock, every day Investigation and analysis of cheating tools Improved functionality Zoning of young users Education, enlightenment activities through updates Blocking accounts 18

* Checks and responses: supervision and reporting of malevolent users

 Setting up user education content  Access controls based on user age  Took measures against actions that clearly upset the inside services  Ability to block ads, etc. balance of the game, as some users used cheating tools to  Participation in symposia, lectures alter game data and gain illicit access to items and higher levels