Social gaming has grown tremendously, with over 146 million monthly active users spending billions of minutes playing social games online and on mobile. The rise of social gaming platforms like Facebook has created opportunities for brands to engage with gamers through in-game advertising, branded virtual goods, and integrated marketing campaigns. Done effectively by following principles like relevance, value, and non-interference, brand partnerships can be mutually beneficial for both social game companies and advertisers.

1. The rise of Social Gaming

2. Hi, my name is Sidney
Chief Commercial Officer
sidney.mock@spilgames.com
@sidneymock
• Leading all revenue-driven activities (Advertising, End User Monetization)
• Google (4 years)
• Monster (5 years)
© SPIL GAMES

3. Today
Social Gaming?
Opportunities for brands to
leverage the fast growing social
gaming population?
© SPIL GAMES

4. 3 social-gaming platforms
Girls, Teens, Families
>10.000.000.000
Minutes of Play
2.500.000.000
Pages Viewed
146.000.000
Monthly Active Users (*)
25.000.000
Registered Users
© SPIL GAMES

5. Create a Profile
Make Friends
Awards & High Scores
Social games
(payment funnel)
Invite your friends via Facebook
Activity Feed
Leave Comments

6. Evolution of
computer games
© SPIL GAMES

7. © SPIL GAMES

8. © SPIL GAMES

9. Online and wireless games
expected to grow to 50% of the market by 2015
$82B
wireless
online
console & PC
$53B
2009A 2010A 2011E 2012E 2013E 2014E 2015E
Confidential Information Memorandum - 1. Online gaming
© SPIL GAMES 6
Source: PricewaterhouseCoopers, Global Entertainment and Media Outlook 2011-2015

10. © SPIL GAMES

11. © SPIL GAMES

12. IT’S THAT BIG
Over half of Facebook’s 700 million users play Social Games
Every other check-in for Facebook is for Social Gaming
Source: AllFacebook.
Confidential Information Memorandum - 1. Online gaming
© SPIL GAMES 6

13. Top social game apps
earn the reach of TVs
top-rated shows,
the engagement of an
addictive game
and the popular culture
impact of a Rock and
Hollywood stature
Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com

14. Social Games eclipse classic, console-based
games in audience by over 10-times
• World of Warcraft: 11,000,000 users
• Xbox live: 20,000,000 users
• Zynga: 232,000,000 MAU’s
• Spil Games: 146,000,000 MAU’s
• Top 5 games on facebook: 221,000,000 MAU’s

15. Social Gamers key values

16. Social Games connect real friends

17. No entry barrier
(free to play, no installation necessary)

18. Quick
I only have a 10min break
3 min to understand the game Appointment gaming

19. Anytime, Anywhere
On the Go
@ Home

20. Monetizing via Micro-Transactions

21. … and advertising

22. Different levels of Interaction
for brands

23. Branded Virtual Goods

24. With in-game functionality

25. New Game Mechanic
Honda CR-Z in Car Town
© SPIL GAMES

26. Honda CR-Z inbrand engagement campaigns,
Interact with Car Town
such as videos and earn virtual currency.
© SPIL GAMES

27. Honda CR-Z in Car Integrated Campaign
Multi-Channel Town
ZYNGA + 7-11
Consumers earned virtual gifts for buying
anything program related.
Buy. Specially marked items from 7-Eleven.
Earn. Codes for exclusive virtual gifts.
Play. Get a leg up on your friends.
© SPIL GAMES

28. Honda CR-Z in Car Town ad integration
3 rules for successful
• Be relevant
Does your brand have a natural affinity with the game, the audience?
• Bring value
Help them win… and leave behind something worthwhile for them to enjoy
• Don’t interfere
Only interrupt the game with advertising content when it’s requested
• Remember the ROI
Track video views, Likes, mentions etc., to see how they translate into ROI
© SPIL GAMES