The document discusses using social gaming and virtual goods as a way for advertisers to engage consumers. It notes that advertisers currently pay for limited eyeball opportunities through traditional ads. The summary proposes using social gaming to provide advertisers value through deeper consumer engagement with brands. Advertisers could provide virtual currency or goods to gamers in exchange for interactions like watching videos, completing surveys, or sharing on social media. This engagement would be more valuable to both advertisers and gamers compared to traditional ads. TrialPay's platform allows placing such offers and sponsorships within social games to drive these new forms of engagement and acquisition.

1. Players = Consumers = Customers
November 15, 2011
#trialpay #wex
Peter Wexler – Senior Director of Strategic Partnerships
Payment and Promotions Platform CONFIDENTIAL
© 2011 TrialPay. All rights reserved. 0

2. Will you remember these brands by the end of session?
Up to $5K per bus, CPM? As low as $1000 to $3MM for 30 seconds
$30 CPM for Superbowl
Did I mention it cost $375K to produce the commercial?
USA Today $50K ad cost with 2MM circulation - $25 CPM
• Advertiser provides content/transport company value but limited value to the consumer
• Paying for eyeball opportunity only.
• Engagement would be nice too!
• Leads or sales would be a plus!
Payment and Promotions Platform CONFIDENTIAL 1

3. The digital shift is happening
Internet Advertising 15% in 2009, 20% by 2014
Payment and Promotions Platform CONFIDENTIAL 2

4. So what about social gaming specifically?
Virtual goods market is $6B globally
* InsideNetwork Annual Report *
Payment and Promotions Platform CONFIDENTIAL 3

5. The Facebook Breakdown
Facebook has over 750 million users
Social games represent 40% of usage time on
Facebook
Over 300 million play social games every month
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6. Social Games Audience Eclipsing Primetime TV
Larger audiences than TV during Sweeps Favorable & targetable demographics
Weekly Audience (M) | Week ending September 25
Cityville
The Sims Social
Two and a Half Men
Adventure World
55% 77%
Farmville
21 Questions
NCIS: Los Angeles
Modern Family Female Ages 18-54
Big Bang Theory
“
The Mentalist
CSI
How I Met Your Mother Zynga Kills Soaps
Gardens of Time
Audience shifts as viewers
”
Diamond Dash
Bejeweled Blitz become gamers
Pioneer Trial
Café World
- AdWeek
0 5 10 15 20 25 30 35
Audience (M)
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7. The brand (advertising) giving users what they want!!!
Click, click, click
I want stuff
for my
game!
Spend real money
50,000+ virtual
items sold every second
using Facebook Credits
Engage with brands
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8. Advertisements as a form of virtual goods payment
How It Works
TrialPay lets Customers TrialPay uses You gain a new
customers earn complete your your CPA to pay customer and
virtual currency offer as a way to the merchant for user is
through premier pay for virtual the virtual rewarded for the
social gaming currency currency interaction
publishers
The advertiser gets what they want!!!
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9. Advertising in Action – In game (DealSpot ™)
User completes an offer to
earn free Facebook Credits and
People gains a subscriber
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10. Examples: DealSpot ™ Campaigns
Advertising campaigns match brands goals
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11. How Social Gamers Earn Credits – Offer Wall
1
Users access offers in just one click from within the game
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12. Brand Engagement – Games providing interaction
Clinique promotes new product lines by asking users to
share success stories.
Unilever helps users find their “heart age.”
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13. The Gaming Gateway – Advertiser Introductions
Payment and Promotions Platform CONFIDENTIAL 12

14. Geography and language are important!
UK
France
Germany
Payment and Promotions Platform CONFIDENTIAL 13

15. Social Gaming Brand Engagement Platform: How It Works
User chooses User engages deeply User is rewarded
to engage with a with the brand for the interaction
brand
User Engagements
Brand Affinity Brand Dialogue Committed Action
Examples: Examples: Examples:
•Watch a video •Complete a survey •Complete a purchase
•Play a game •Vote on favorite products •Register or sign-up
•Find a store •Subscribe
•Share with friends
•Install an app
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16. Wide Range of Advertising Types
Try a product for free Complete a lead form Donate to a charity Buy something Sign up
Try a free service Do a small task Watch a video Buy a prepaid discount Complete a survey
… Plus many more
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17. Advertiser Cost vs. Engagement
CPA
User Engagement Level
CPS
CPL
Sponsorship
CPV
Price ($)
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18. Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
Payment and Promotions Platform CONFIDENTIAL 17

19. Sponsorship goes digital
Sponsorship to target demo
Providing value to player
and generating engagement
Advertiser Pros: Targeting/Engagement, Cons: $$$
Payment and Promotions Platform CONFIDENTIAL 18

20. Things to think about:
1 Identify the types of games in which your
brand or product can be naturally
integrated.
2 Offer players an incentive for the
engagement (ex: virtual currency or
virtual items).
3 Create a sense of urgency by
offering the branded content or
promotion for a limited time.
Payment and Promotions Platform CONFIDENTIAL 19

21. Thank you!
Peter Wexler
Senior Director of Strategic Partnerships
www.trialpay.com peter@trialpay.com
303 Bryant Street, Desk: 650.318.2602
Mountain View, CA 94041 Cell: 617.290.8668
Fax: 617.687.5808
Drinks on me if you can name the paper, bus and TV advertisers!
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22. APPENDIX
Payment and Promotions Platform CONFIDENTIAL 21

23. Company Snapshot
150 Million+ Consumers have used TrialPay
10,000+ Merchants use TrialPay’s payment platform
2,000+ Advertisers acquire customers through TrialPay’s CPA platform
Monetization platform is localized in 12 languages, including French, German,
Swedish and Chinese
Investors include Battery Ventures, Index Ventures and prominent angels
Jeff Jordan, Ron Conway, Bob Pittman, etc.
100 employees; 35 on development team
99.99% Scalable architecture, processing millions of transactions with 99.99% uptime over
last 5 years
Payment system reliability levels, with 4 patents issued for technology
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24. Transactional Advertising at Scale
750 million
active users
1 billion
downloads / year
170 million
active users
100s of millions
of active users
Our merchants and traffic partners represent Our advertising partners spend
hundreds of millions of shoppers, with hundreds tens of billions annually to influence
of billions of dollars in spend these shoppers
We have special access to these shoppers and We are in a unique position to
knowledge of their interests, and are in a unique capture their spend
position to influence their spend
Payment and Promotions Platform CONFIDENTIAL 23

25. Facebook Credits: The Virtual Currency of Facebook Games
TrialPay Powers Facebook’s Earn Credits Platform
Reach millions of social gamers through targeted,
impactful promotions
Payment and Promotions Platform CONFIDENTIAL 24

26. Premium Options: DealSpot
Upper funnel placement
Access every customer who
plays a game
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27. Example: E-Commerce
Fandango gives away free movie tickets when users complete
an offer from TrialPay
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28. Examples: Software
Software merchants offer the premium version of their product
for free when users complete an offer
Payment and Promotions Platform CONFIDENTIAL 27