This document discusses Papaya Mobile, a social gaming company founded in 2008 that has raised $22 million. It has over 100 employees with offices in San Francisco, London, and Beijing. Papaya Mobile operates a social gaming network and platform that allows users to discover games, find friends to play with, and share content. The company also operates AppFlood, a cross-promotion network that allows mobile game developers to buy and sell excess traffic. Papaya Mobile has helped numerous global game developers launch and localize titles in China across various app stores and platforms.

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Founded in 2008 with $22M raised through DCM and Keytone.
100 staff with offices in San Francisco, London and Beijing
More than 80% of users come from US and Europe
Popular games earn more than $1 million per year.

3. …
Social Open APIs, Cross-Promotion
Mobile Games
Network Game Engine Network

4. • Real mobile SNS aimed at social gamers.
• Mobile app discovery.
• Finding friends to play with.
• Papaya avatars create unique identity.
• Content sharing with like minded players.

5. AppFlood cross-promotion AppFlood cross-promotion Social SDK and APIs
Viral / social distribution Virtual currency Social Game Engine

6. • Open cross-promotion network for
all developers.
• Flexible and seamless cross-
promotion formats.
• Buy and sell excess traffic 100%
commission-free.
• Fast track setup and free credits
for every app.

7. …

8. In millions

9. Flurry, Mar 2012

10. …
$2.00 $1.90
$1.80
$1.60
$1.40
$1.20
$1.00
$0.80 $0.67
$0.60
$0.40
$0.20 $0.07
$0.00
Japan US China
App Annie, May 2012

11. Source: ThinkEquity LLC Estimates, Jan 2011

12. $

14. Online PC games rule in terms of revenue.
64% of online gamers made at least one in-
game purchase.
Console games exist in a grey area. Laws
may get reform after 2012.
Niko Partners, July 2012

15. Niko Partners, July 2012

16. 356 Million Mobile Internet Users
192 Million Online
Mobile Gamers
Niko Partners, July 2012

17. $
Niko Partners, July 2012

18. Ad / Cross Promo Networks Payments
App stores / Pre-installs
Publishers Mobile Gaming Networks
Handsets
Carriers

19. • Cultural and behavioral
• Localization
• App store and device So many app stores!
fragmentation
• Frequent copying of IP
• Piracy
• Less legal protection
• Restrictions on foreign
companies
• Multiple billing channels

20. • Many billing channels to
manage.
• Papaya provides all-in one SDK
for in-app purchase.
• Lower user spend and lower
paying user conversion rates.
• Cross-promotion networks like
AppFlood can monetize non-
paying users in China.

21. • No official Google Play store.
• App Store fragmentation. No
clear number 1.
• Carriers difficult to work with.
• Build relationships with all
app stores for featuring.
• Papaya has helped dozens
of global partners launch in
the China market.

22. App Store # DOWNLOADS/DAY
Hiapk Market 15,000-20,000 We cover most 3rd
Goapk Market 15,000-20,000 party app stores, the
Gfan Market 8,000-12,000 main stores are listed
to the left.
Appchina 6,000-12,000
91 Market 5,000-8,000
Nduo About 5,000
Heruixinfeng 1,000-2,000
EOE Market 1,000-2,000
Starandroid 1,000-2,000
XDA 1,000-2,000
EOE is a top10 app store in
China, we regularly secure
“recommended” position
on the homepage.

23. Goapk is the most popular Gfan is the top3 app store in
app store in China. It’s a very China, and the market Nduo, the top5 app store in
influential market with about connects with Gfan BBS, so China.
20,000 downloads per day. it has the most users.
Papaya secured positions shown above

24. We are often featured on 3rd
party app stores, both mobile
client and web site. It’s a
effective way to promote
games. For example, there
were over 30,000 downloads
during 48 hours
recommendation on Goapk
Market about Fishing Vida.
The red box to the right is a
Papaya secured position.
Nduo is the top 5 app stores in China, and it has 25,000 apps on it,
we can secure ad positions on the homepage of Nduo.

25. wandoujia software, the most popular android desktop phone kit,
is a Papaya partner features a “papaya zone”.

26. Manufacturers
Official Store
We work With manufacturers,
MOTO Market
and We use their official store to
Coolmart launch Our games.
Lenovo Market
HTC Market
OPPO Market
Unicom Wo Store Partner White Label SNS Billing Integration
Huawei Market China Unicom 2012 No
China Telecom Dec 2011 Yes
China Mobile 2012 Yes
Alipay N/A Yes

27. Huawei is one of the Unicom is one of the
largest manufacturers of three biggest operators
mobile phone. Papaya in China, and we have
games are installed in each our cooperation zone in
phone produce by Huawei Unicom market, called
because of our cooperation. Wo Store.

28. • Relationships with all key Press
• We have executed on over 100+ marketing campaigns
Gfan BBS is the hotest
android BBS in China,
we can get the
recommendation by the
webmaster of Gfan BBS.
Forum
Gfan BBS
There are some hot BBS in Goapk BBS
China, and we post our Hiapk BBS
games on them, making
users know papaya better. EOE BBS
Woda BBS
CONFIDENTIAL

29. Shensi, a successful
entrepreneurs in China,
is papaya’s CEO with
over 100,000 fans on
Sina Weibo. She is also
involved in microblog
marketing, and post and
recommend papaya
games everyday.
This is our official weibo, thousands of
users focus on it and share papaya news
everyday.

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31. !
• Papaya successfully launched
Chinese style social games in the
west on iOS before anyone else.
• New wave of high ARPU Japanese
games succeeding in US/EU.
• Some heavily localized – E.g,
Gree’s Zombie Jombie and Dena’s
upcoming Marvel card game.
• Some harder core Japanese
games having huge success with
little localization.

32. Papaya Farm
• Multi-million dollar hit
game on iOS and
Android launched in
2008
• Gameplay and theme
heavily influenced by
popular Chinese style
social games.

33. Zombie Jombie
• Japanese style
gameplay tailored for
US audience.
• Average ARPDAU $1+

34. Rage of Bahamut
• Originally Japan only
Title; Shingeki-No-
Bahamut
• Top Grossing on iOS
and Android in June
2012

35. :
• Over 100 games already in the pipeline
• Partners such as BulkyPix, BigBlueBubble, Kiloo,
PerBlue, Fluik, etc.

36. !
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