Moba Ge Town06092009

Moba-ge-town June 2009 DeNA Co., Ltd.

Company Profile DeNA Co.,Ltd. Foundation March, 1999 Headquarters Tokyo, Japan Stock Market 1st Section, Tokyo Stock Exchange Employees 570 Executive Team Tomoko Namba Founder & CEO Makoto Haruta CFO Isao Moriyasu COO

Net Sales Annual revenue $297M in FY2007 & $376M in FY2008 (Millions of yen) Others 10,511 Solutions 10,000 9,350 9,393 539 Mobile 9,009 580 8,692 348 Web commerce 8,378 372 329 8,000 410 6,399 6,000 5,608 283 5,102 335 8,586 7,610 740 7,586 7,430 7,103 3,737 6,771 4,000 144 149 5,006 2,989 2,352 276 270 4,273 68 63 3,274 2,000 2,398 1,515 1,824 768 825 918 941 999 1,109 1,195 1,183 1,207 1,259 1,434 1,386 0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 3 FY06 FY07 FY08

Operating Income (Millions of yen) ( ) Operating Income 4,270 3,928 4,159 % of net sales 3,997 3,962 50 4,000 42.1 46.9 47.4 3,450 36.4 40 39.6 34.0 34.8 42.8 42.2 3,000 32.0 39.7 28.8 2,695 30 2,040 2,000 1,470 20 1,194 1,041 1,000 800 10 0 0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q FY06 FY07 FY08 4

Business Segment Mobile Portal Moba-ge-town Advertisement Pocket Affiliate Mobaoku (mobile auction) Mobakore (mobile fashion shopping) E-Commerce Paygent (payment service) bidders (B2C shopping mall) NETSEA (B2B marketplace) AirLink (travel & insurance) New Business Shumee-to Club (SNS for 40’s+) 5

Moba-ge-town Game SNS Blogs Casual game BBS Tie-up game Groups Multi-player game Mini mail Avatars More than 200 titles Q&A Celebrities etc… EC and other contents Information Services Mobaoku Search Mobakore News Mobadepa Weather Music Transit info Fortune-telling Part-time jobs Decorated mail Maps Movies Dining info UGM etc… etc… Novels Music Video sharing Recipes Illustrations etc… 6

Moba-ge-town PV/day (Million) 500 Moba-ge-town 400 mixi mobile 300 Mobile GREE 200 Yahoo! mobile 100 Apr. Jul. Oct. Jan. Apr. Jul. Oct. Jan. 2007 2008 2009 7

Moba-ge-town •Virtual SNS with high quality free-of-charge game •Over 70% penetration rate among high teens •Stickiness & addictiveness 70% new user return rate 160PV/day by log-in user •Mobile-Optimized service •60%-70% profit margin

Moba-ge-town Game SNS Blogs Casual game BBS Tie-up game Groups Multi-player game Mini mail Avatars More than 200 titles Q&A Celebrities etc… EC and other contents Information Services Mobaoku Search Mobakore News Mobadepa Weather Music Transit info Fortune-telling Part-time jobs Decorated mail Maps Movies Dining info UGM etc… etc… Novels Music Video sharing Recipes Illustrations etc… 9

Moba-ge-town Registered Member Monthly PV 18,713 (Millions) (Millions) 13.44 12 10 8 6 4 2 Apr. Oct. Apr. Oct. Apr. Oct. Mar. Apr. Oct. Apr. Oct. Apr. Oct. Mar. FY06 FY07 FY08 FY06 FY07 FY08 10

Moba-ge-town Business Model 1. Advertisement revenues Moba-ge-town Ad sponsors Place ads & Pay sponsor fee View 2. Success-based ad revenues Sponsor Site List (1) Register listed sites through Moba-ge-town Ring tones Games (3) Get Moba-Gold Fortune telling (4) exchange avatars (2) Pay success- Avatars based sponsor fee 3. Sales of avatars Buy avatars

Moba-ge-town Sales (Millions of yen) Games, etc. 5,162 5,375 4,942 4,628 233 game item (weapons, fishing gear, etc.) sales 13 11 4,607 4,687 5 91 171 Avatar sales 2,410 2,073 Avatar-related sales 1,951 2,365 2,069 2,177 Affiliate ads 1,131 1,346 Banner & tie-up ads 1,665 1,652 1,187 1,202 1,938 1,005 1,084 1,219 1,258 1,136 12 3Q FY07 4Q 1Q FY08 2Q 3Q 4Q

Avatars 13

Avatar Driven Services Gacha Grow-up avatars Gosei Gift Shop Avatar vending (e.g.) Combine two digital An egg hatches into Present avatars to machine with items into a special a ghost friends randomly selected avatar 14 special items

Next generation avatars Moving 2D avatars 15 3D avatars

New Contents Movie reviews Karaoke SNS 16

“CREATOR” Consumer-Generated Media Novels Music Recipes Illustrations 530,000 titles 26,000 songs Launched in Dec. 2008 Launched in Feb. 2009 (Feb. 2009) (Feb. 2009) Reached 170 million PV/day in Feb. 2009 17

Game Portal Strategy Original strategy Game portal strategy (C)TAITO (C) HUDSON SOFT (C)DeNA (C)ORSO CORP.2008 (C)2008 SQUARE ENIX CO.,LTD ALL RIGHTS RESERVED. (C)CHUNSOFT (C)WorkJam mainly casual games Provide high quality games (MMORPG etc.) Free-of-charge collaborating with major game software companies Item-based billing model Hook for new users Generate revenue from games 18

Game Portal Strategy Title Company Segment LordQuest Taito Corporation Sugoroku RPG Elemental Monster Hudson Soft Versus card game ELLARK Square-Enix Co., Ltd. Mail playing RPG Furai Siren MOBA CHUNSOFT Co., Ltd. RPG Kamaitachi no Yoru CHUNSOFT Co., Ltd. Mystery game FY08 Kamaitachi no Yoru 2 CHUNSOFT Co., Ltd. Mystery game Detective Saburo Jinguji WorkJam Co ., Ltd. Hard-boiled adventure theresia WorkJam Co ., Ltd. Horror Adventure Cougar Gran Prix DeNA Co., Ltd. Online action RPG Tsurige-town2 ORSO Inc. Network fishing game ELLVARIER Stone's Guardian EitaroSoft Inc. Online MORPG Masterpiece Corporation The Conveni Net Battle Simulation game Hamster Corporation Deco-Deco Town Hudson Soft Fashion coordination for women Master of Epic FY09 The Dungeon Age Hudson Soft MMORPG Last Guardian Online Q Entertainment Inc. MMORPG Moba-ge Frontier ORSO Inc. Action game 30+ titles 19 High quality mobile game platform via continually growing lineup

Business Infra for mobile Internet service 3G = rich content (2001) Flat rate data service (2003) Mobile net user exceeded PC net user (2005) Mobile payment system Moba-ge-town (2006) 20

Key success factors for Moba-ge-town Mobile optimized service C2C community Ad network High quality free-of-charge games Moba-ge-town (2006) 21

Mobile optimized service / C2C Community / Ad network 2006 Moba-ge-town 2004 Mobile affiliate network, Pocket Affiliate Mobile auction, Mobaoku 1999 PC auction, bidders 22

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Moba Ge Town06092009

by DeNA Co., Ltd. on Jun 28, 2009

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