The document discusses Habbo, a virtual world for teens. It describes why teens visit Habbo, which is to make friends, express themselves, communicate, play games and have fun. Users can create their own avatar and decorate private rooms. Furniture can be purchased with in-game credits. The target demographic is 12-20 year olds and most users are 15 years old and visit daily.

1. Habbo, the Virtual World From the player’s perspective Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

2. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Why do teens come to Habbo? Make new friends Spend time with existing friends To express themselves To communicate To play games To have fun

3. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Create your own identity! Habbo community is free and targeted at 12-20, but everybody is welcome. You can create your own character, a Habbo, with a unique name, a mission and a look, which you can change whenever you want, as often as you want. Now you can start your adventure in the hotel...

4. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Chill, chat and hang out! It is easy to meet people and make friends in the public rooms in Habbo. There are several public places in the hotel, such as lobbies, lounges, bars, clubs, restaurants, gardens, game halls and many more cool hang-outs. These rooms are completely decorated and open to everybody. On the rooftop of the hotel, you can even take a high jump into the pool. You can also decide to decorate your own private room...

5. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Decorate your own room! The catalogue offers a wide variety of furniture to decorate your room with. Rare furni: furniture that is only seldom available from the catalogue and has higher speculation value Tired of your stuff? Trade your furniture with other Habbo’s!

6. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Habbo Credits! Furniture from the Habbo Catalogue can be bought with Habbo Credits. A credit costs around € 0,15. Habbo Credits can currently be bought through SMS, IVR, third party prepaid cards, credit cards, online banking methods and Habbo collectible prepaid cards.

7. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Communicate with friends! When your room is decorated, or if you have another good reason to invite all of your Habbo friends, the Habbo Messenger can be used to contact them very quickly. The Habbo Messenger is ideal for sending personal messages to your friends, whether they are online at the time or not.

8. Habbo, the player The demographics of the Habbo player Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

9. Habbo, the player Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Sources : Interquest, Sulake Statistics Habbo user profile Age (average) 15 years (90% 10–18 yrs) Male/Female 51%/49% Visits per Habbo per week 6 (50% of all users come every day) Most popular time of day 3 pm - 9 pm Most popular days of week Every day (peak Saturday & Sunday) Average user session length 32 minutes Main interests Music, movies, TV, games, computers, sports Main interests in Habbo M eeting and finding friends 60% - 80% heard from a friend about Habbo Hotel

10. Key Success Factors Why is Habbo a success amongst teens? Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

11. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Be who you want to be, without real-life restrictions In Habbo, everything is about being popular and having many friends. And it is the inside that counts, because all Habbos are equally tall and skinny. Everybody has equal opportunities to ‘look good’. You can only stand out from the crowd based on your assertiveness, your creativity and you sense of humor. That brings out the most creative part in every Habbo.

12. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Meeting new friends and hanging out with old ones Habbo differs from communities like MSN and ICQ, because in Habbo you actually meet new people. You do not need to share your personal data (mobile number or email address) to start a conversation with somebody. The average Habbo has over 90 friends in his or her friend list. In some countries, Habbo is also used as a place to meet with your real-life friends.

13. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Familiar communication tools Habbo combines a number of popular communication tools in a unique graphical interface. Public rooms offer a great environment to chat with new people. Use Habbo‘s messenger to find your friends and have conversations without being in the same room. Alert friends by email to come to Habbo or leave a message in your friend‘s guestbook.

14. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged A Virtual World free of real life problems! Politics, religion, violence and racism have no place in Habbo. In that sense, Habbo is a world free from any real world problems. However, Habbos are extremely aware of the world’s issues and environmental concerns. They organize fund raising activities and even held a three-minute silence period in Habbo, in memory of the Tsunami victims.

15. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged You set the rules and create the content! The concepts that the users create inside Habbo are very creative, and wide in variety. They also copy popular offline concepts. Who wants to marry a Habbonair Expedition Habbinson American Idol The game is endless and so are the possibilities. The only limit is your imagination.

16. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged There is always something to do! Based on international themes, events take place in Habbo on a continuous basis. Habbowood, Habboween, Habbo Music Awards, Valentines Day, Christmas, etc. The events are merely themes that Habbos create their own content for. VIP guests visit Habbo. The Gorillaz, Pussy Cat Dolls, P!NK, Avril Lavigne, Sugababes, Ashley Simpson, Ozzy Osbourne, Rasmus, Fergie, etc...

17. Global Perspective Habbo’s world-wide foot print Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

18. Global Perspective Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Finland UK Switzerland Japan Spain Italy Sweden Netherlands Germany Canada Norway USA Australia France Singapore Denmark Brazil Portugal China Russia Austria Mexico Chile Colombia Malaysia Venezuela Ireland New Zealand

19. Habbo Community Growth Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged 118 million registered Habbo-characters! Source: Sulake, November 2008 10,4 million unique browsers per month! Source: Google Analytics, November 2008 2000 2002 2003 2004 2005 2006 2001 118 million 10.4 Million/ month!

20. Social Media User Generated Content in the Marketing Strategy Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

21. Social Media Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged User Generated Content in the Marketing Strategy Do’s Find relevance with social platform Integrate message to secure acceptance Focus on brand value positioning Ad value to social platform Do not make it too simple Don’ts Do not force the message Do not focus on leads and transactions Do not make it to complicated

22. Non-profit Organizations Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Discuss teen issues with teens inside their world. Introduce real life issues and topics to a sequence of small audiences. Have an open conversation with a maximum of 10 participants. Execute short polls to test awareness and knowledge of participants.

23. Thank you! Christian Batist Senior Vice President of Marketing Sulake Corporation Oy Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged