Advergaming General Survey Results

2008 Survey Results of 1,000 Kewlbox.com Users Blockdot, Inc. 8350 N. Central Expressway, Suite 400 Dallas, Texas 75206 Office #: 214.890.4100 For more information please visit www.blockdot.com All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com

In 2008, Blockdot conducted a survey of 1,000 Kewlbox.com users.

Kewlbox.com is a gaming portal owned and managed by Blockdot.

Kewlbox.com averages over 1 million unique visitors per month and generates over 1 million game plays a day. This site is often used as a launching point for many of the projects that Blockdot produces.

This survey reveals underlying game mechanics that are popular within certain audiences.

Advertisers benefit by the immersive and positive brand experience created by effective game play. Not necessarily by seeing an ad in a game.

Engaging a user in an activity creates an event where a brand interacts and communicates with its audience for extended periods of time.

Focus group studies show that this is highly effective among aggregate and target audiences, creating a positive opinion and an experience that increases purchase intent.

What is Advergaming? Advergames are different than in-game advertising. All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com

Action Genre

Action games star the player in the exploration of fantasy worlds. Player can run, jump, climb or leap, with the goal of discovering the doorway or exit into the next stage or level. Generally these games feature cute characters battling a cast of "baddies" and often involve a simple plot.

Action Genre: Platform / Maze / Adventure / Fighting

2008 Kewlbox.com Survey Results All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com

Action Genre - Platform: P layer can explore a world where they can run, jump, or climb, with the goal of discovering the doorway or exit into the next stage or level. Games generally involve moving from left to right and jumping on platforms. Example: Refuel Rampage, Braving The Elements.

2008 Kewlbox.com Survey Results Female Male All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com

Action Genre – Maze: Maze games usually involve controlling a character through a maze to avoid enemies while gathering dots, pellets, bars or other form of collectible in order to clear a level. Some maze games involve moving to an exit before being caught by enemies. Example: Pac-Man, Beat the 3PM Slump.

Action Genre - Adventure: Take players on a journey in which they find keys to unlock mysterious doors and gather inventory to solve puzzles. The combination of inventory items and clues helps the player move on to hidden areas to discover more mysteries. Example: Super Sleuth, Snow Traxx, Diego Smart.

2008 Kewlbox.com Survey Results Female Male All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.Kewlbox.com

Action Genre - Fighting: Games feature one-on-one fighting with punching, kicking and special moves. They typically have a time limit and consist of a specific number of rounds. Example: Street Fighter, Bighouse Beatdown, Taco Fu.

Puzzle Genre

Puzzle games are generally those that rely on the manipulation of objects to find a solution. This also covers the use of objects, letters, numbers and trivia knowledge to find a solution. There is often a predetermined best solution.

Puzzle Genre: Action / Word / Numbers / Trivia

Puzzle Genre - Action: Generally rely on the manipulation of moving objects within a single screen or play area. Players usually have to fit or position pieces as quickly as possible in order to eliminate groups of similar pieces. Example: Flip The Mix, Carnival Jackpot, Tetris, Badaboom, Thong Shot, Flavor Shot.

Puzzle Genre - Word: Word Game Puzzles are those that involve creating or forming words in order to solve the puzzle. Example: Letter Rip, Fowl Words, Crosswords, Chicktionary, Wordo, Flexicon.

Puzzle Genre - Numbers: These puzzles involve adding, subtracting, multiplying, or dividing numbers in order to solve them. Example: Da’ Numba, Arithmetiles, Numberzerk, Art Thief, Sudoku.

Puzzle Genre - Trivia: A game that offers several questions covering a wide assortment of subjects. Example: Trivial Pursuit, Flexicon, Clink, Discover the World with Matt Lauer, Find the Pink Spoon, Now You Know Better.

Racing Genre

Racing games have players controlling a vehicle in which the goal is to win the race by beating other vehicles or beating a determined time.

Track or Straightaway / Demolition/Combat Racing

Racing Genre – Track or Straightaway: Players control vehicles (cars, motorcycles, spaceships, boats, etc.) to win a race against other vehicles. The goal could be to simply place first in a race or beat a particular time on a track. Example: Sketchy Snow Sledding, Chevy Cobalt Labs Track Challenge.

Racing Genre – Demolition/Combat Racing: Involve either straight forward demolition competition or competing in races and/or traveling form Point A to Point B with points awarded for wrecking an opponent's vehicle. While racing is usually an important part of these games, it takes a back seat to the collisions or ramming and shooting of vehicles. Example: Crosstown Craze, Street Cred, Sour Face Race.

Shooting Genre

Games that involve the shooting of projectiles and the avoiding of enemy projectiles.

Shooting Genre: First-Person Shooter / Fixed Screen Shooter

Shooter Genre - First-Person Shooter: Often you are looking through the character's eyes while using various forms of projectile weapons. Often involves scrolling of screens or moving throughout environments. Example: Star Wars Hunt For Grievous, Rambo: The Fight Continues.

Shooter Genre - Fixed Screen Shooter: It involves shooting objects and avoiding being shot within a single-screen playing area, with no scrolling involved. Example: Office Invaders, Ski Slope Showdown, Dodge Brawl.

Traditional Game Genre

These games are based on board games, card games or other forms of non-electronic games.

Traditional Game Genre: Board / Card / Dice / Casino / Photo / Traditional Puzzle / Mechanical or Physical Arcade / Sports

Traditional Board Game: These games are based on board games or other forms of non-electronic games played in the home. Example: Chess, Checkers, Mahjong, Othello, Red Vs. Green, King Under The Mountain.

Card Game: Card Games offer users the chance to play a variety of card games on the computer or console. Example: Solitaire, Poker, Mahjong, Small Biz Big Deal, Poker Solitaire, Tiki Solitaire.

Social Dice: These games are based on people taking turns rolling dice strategically or for fun. Example: Bunco, Buck Dice, Bonko.

Casino Game: Casino Games are games you would normally find in Las Vegas or Atlantic City. Example: Slots, Keno, Craps, Roulette.

Photo: Games in which photos are the primary subject matter and you must search for differences and hidden objects, or determine what the object in the photo actually is. Example: Treat It Or Eat It, Picture Pyramid, Where’s Waldo.

Traditional Puzzle: Games in which you push or slide puzzle pieces to form a picture. Example: Jigsaw Puzzle, Swapper, Sliderz.

Mechanical or Physical Arcade: Games that feature a three-dimensional environment/table that is very similar to a real game. Example: Pinball, Bowling, Shuffleboard, Air Hockey, Darts, Pool.

Sports: Allow players to become athletic superstars. Players either control the ball or are placed in the primary position in each respective sport (i.e. quarterback, batter, pitcher, etc.). Example: BK Bobble Bowl, Pass or Perish, Powerball Hoops, Track and Field.

Female Male All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com 2008 Kewlbox.com Survey Results

When you sit down to play a game on your computer, how do you plan to play?

How many times do you usually play a particular game?

Why do you enjoy playing games?

Consumer Behavior: Do you have a positive opinion of companies that sponsor FREE games?

Consumer Behavior: Would you be more willing to buy a product from a company that sponsors FREE games than one that does not?

Is it Viral? Do you ever pass along a game link to a friend or challenge them to beat your score?

Do you think online games can help educate a child?

Do you play online games with your children?

Those that did not have a child were instructed to select “Not Applicable” as an answer.

About Blockdot All information © 2008, Blockdot, Inc, a Media General, Inc. Company. All rights reserved. Do not share this information without crediting Blockdot, Inc. and www.kewlbox.com Blockdot is a leading producer and provider of casual games and company sponsored Advergames. The founders of Blockdot are considered by many to be the forefathers of Advergaming, having created the first Advergame to reach over 7 million PC installations in one month. Since then, Blockdot has created over 800 games for a broad range of leading companies, including American Airlines, AT&T, General Motors, Kimberly-Clark, Kraft, LEGO, Microsoft, Motorola, M&Ms, Nokia, Universal Pictures and Verizon. Millions of people play games built by Blockdot on its gaming portals www.kewlbox.com and www.boxerjam.com . More information on Advergaming can be found at www.blockdot.com .