The document summarizes a keynote presentation from Phil Larsen, CMO of Halfbrick Studios, at the 2012 GMIC conference. It provides an overview of Halfbrick's history and transition to digital distribution, introduces their successful Fruit Ninja and Jetpack Joyride games, and outlines their goals to expand these franchises across multiple platforms and markets globally through increased distribution and partnerships.

1. GMIC Keynote 2012

2. Phil Larsen
• CMO at Halfbrick
• In charge of marketing, PR, advertising
• Brand expansion and strategy
• Works across all projects with different
development teams

3. Cool guys
• Shainiel Deo, CEO
• Rinal Deo, CFO
• Daniel John, Distribution Manager

4. History
• Founded in 2001
• Worked on contract projects, DS, PSP, GBA
• Began transitioning to take advantage of
digital distribution platforms
• Established as leader in casual, independent
platform markets
• Created original App Store content

5. Original IP

7. Inside the studio
• Big family – 60 members of the team
• 5 internal teams working on individual
projects
• Flat, creative structure with unique
management team – MOA
• Enjoy quality work/life balance
• Brisbane, Sydney and Valencia studio

10. Multi-talented

11. Success
• #2 Paid app of all time on iOS
• 200 MILLION downloads
• Top 10 game in over 80 countries

12. Strengths
• Theme resonates with China market
• Fruit culture
• Simple gameplay
• Easily ported
• Multiple modes
• No language barriers

13. Future plans
• Fruit for every phone
• Widespread platform and device reach
• Multimedia and web content
• Partner with market leading consumer brands
• Build premium licensing deals in China
• Biggest update in May – Global
Announcement next week

18. Overview
• Halfbrick’s newest hit IP
• Action arcade – fly experimental jetpacks!
• Luke Muscat, Adam Wood, Sierra Asher
• Barry Steakfries – rising franchise
• Free with IAP
• Available iOS, Android launch June 2012

20. Success
• Over 25million downloads
• 500 billion coins purchased
• Our players have taken a joyride to the Sun
and back – TWICE

21. Goals
• Bring Jetpack Joyride to success in China
• Increase distribution
• Build the story of Barry
• Make game accessible for whole family
• Full gameplay and licensing support
• Showcase at GMIC!

22. Thanks from Halfbrick!
Moving Forward
• New IP for 2012 – games are the future!
• Expanding Fruit Ninja and Barry Steakfries
franchises
• Partner with key groups all over the world to
maximize distribution and revenue
• Establish as #1 mobile developer in the world
with multi-channel approach and focus on our
fans

23. Thanks from Halfbrick!
See you online!