Case Study: Launching Your Brand's Game with OpenFeint Presented by: David Chu, Senior Product Marketing Manager, OpenFeintOpenFeint is the largest mobile social gaming network with over 115 million players and 6,900 games. Keith will showcase how different brands—movies, TV shows, sports teams, musicians, and more—use OpenFeint’s platform and marketing promotions to distribute games and grow brand presence. He’ll share tips for how you can leverage games and partnerships to increase distribution and visibility for your company in the rapidly growing gaming world. www.bdionline.com

1. Launching Your Brand’s Game
David Chu
Platform Marketing Manager
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 1

2. OpenFeint Overview
The Leading Mobile Social Gaming Network
The mobile social gaming standard 120 Million Users in 7,000
Games
Cross platform ecosystem iOS + Android
Open source & customizable Free to use & customizable
Backed by GREE Leading Japanese platform
A Quick History
Founded April 2009
Headquarters Burlingame, California
Employees 70 (September 2011)
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 2

3. Who are today’s mobile gamers?
Smartphones (iPhone, Android) have significantly
expanded the gaming demographic
… by Age Group
Mobile Gaming, by Gender 35% All: 39.3
Avid: 38.0
31%
30%
28%
Mobile Phone Gamers
Avid Mobile Phone Gamers
25%
21%
20%
… by Household Income
Female
20% 19%
18%
17%
16%
15% 7% Mobile Phone Gamers
< $15K 7%
12% 3% Avid Mobile Phone Gamers
AT&T 2009
10% 11%
10% $15K - $24K 11%
45% 5%
11%
55% 5%
0%
4%
3%
$25K - $34K
$35K - $49K
12%
18%
20%
23% - AT&T $25K - $49K
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Male $50K - $74K
22%
23%
24%
11%
$75K - $99K 11%
15%
9%
$100K - $149K 9%
16%
4%
$150K + 5%
13%
0% 5% 10% 15% 20% 25% 30%
Source: PopCap /Information Solutions Group Mobile Phone Gaming Research 2011
Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 3

4. Why market with mobile games?
Gamers will spend extended periods of
time with your brand
50% 80%
47%
Mobile Phone Gamers Mobile Phone Gamers
45% 71%
42% Avid Mobile Phone Gamers Avid Mobile Phone Gamers
41% 70%
AT&T 2009 AT&T 2009
40%
36%
35% 60%
35%
30% 50%
25%
39%39%
40%
20% 18%
29%
30%
15% 13% 13%
11% 22% 21%
10%
10% 9% 19%
8% 8% 20% 17%
5% 12%
3% 9%
2% 2% 10%
1% 1% 7%
5% 6% 5%
0%
Daily 2 - 3 times a Once a week 2 - 3 times a Once a month Lessthan once 0%
week month a month
< 30 minutes 30-60 minutes 1-2 hours 3-4 hours > 4 hours
Frequency of Play per Week Total Time of Play per Week
Source: PopCap /Information Solutions Group Mobile Phone Gaming Research 2011
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 4

5. Branded Games w/ OpenFeint
Sports
Movies Consumer Brands
TV Shows
Musicians
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 5

6. How does OpenFeint help?
The iTunes App Store is a Jungle
With over 75,000 games, its
difficult for new apps to get
noticed
Developers need to run
advertising / promotional
programs
OpenFeint provides
promotional tools to boost
downloads
Source: 148Apps.biz http://148apps.biz/app-store-metrics/?mpage=catcount
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 6

7. Family Guy Time Warped
Jumped to #8 paid app after OpenFeint Fire Sale promotion
• Fire Sale marketing promotion
on December 31, 2010.
• Price dropped from $4.99 to
$0.99 after 3,000 player votes.
• #70 to #8 in paid app rankings.
• Developer kept price at $0.99
for an entire month.
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 7

8. Breitling Reno Air Races
Promotes Breitling watches and sponsored Reno Air Races.
• Free Game of the Day
promotion on July 23, 2011 (it
was already free)
• Breitling Reno Air Races were
on September 14-16, 2011.
• #320 to #26 in Action & #154
to #19 in Adventure rankings.
• Promotes Breitling watches,
worn by pilots, and the
Breitling Reno Air Races.
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 8

9. So you want to make a game…
Step-by-step process to get an app built
1. Set
2. Find a 3. Get it 4. Launch 5. Monitor
Marketing
Developer Built It / Tweak
Goals
1. Identify what you want consumers to know about your brand
• Marketing goals will influence game mechanics
Ski trail app
• Ski-run leaderboards
• Interactive trail /
services guide
Sing along app
• Music and lyrics + scoring
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 9

10. So you want to make a game…
Step-by-step process to get an app built
1. Set
2. Find a 3. Get it 4. Launch 5. Monitor
Marketing
Developer Built It / Tweak
Goals
2. Find a developer
• Many development studios do work for hire
• Find a game you like, give those developers a call
3. Get it built
• Brand involvement can be hands on or hands off
• Will alter costs and times required
• Make sure you get an analytics package installed (ex. Flurry, Apsalar)
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 10

11. So you want to make a game…
Step-by-step process to get an app built
1. Set
2. Find a 3. Get it 4. Launch 5. Monitor
Marketing
Developer Built It / Tweak
Goals
4. Launch it
• Use a promotion service to get maximum distribution for your app
5. Monitor / Tweak
• Use analytical data to review performance of game
• Tweak game performance, issue updates to keep content fresh &
relevant
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 11

12. Thanks! Questions?
Email: david.chu@openfeint.com
9/27/2011 Confidential Copyright © 2011 OpenFeint, Inc. All Rights Reserved. 12