Avatar Global Marketing Plan FINAL

Target Market Opportunity:
Avatar I Duo, 70” / 103”
July 23, 2015IGT Confidential 2
Region Segment Opportunity Spend MQL Target
# units Target
accounts
Conversion Incremental # units $ pipeline
Duo CS
70 / 103
NA Strategic Accounts
Tribal
Commercial
EMEA UK
France
S. Africa
Other
Latin
America
Argentina
Chile
Uruguay
Peru
Mexico Target accounts
Asia Macau
Hong Kong
Singapore
Philippines

Value Prop / Key Messaging
Avatar I : James Cameron’s Avatar™ Video Slots
• The future technology in gaming today…
• Players can now choose their Base Game Features
• Now available - “Achievement” and “Experience” point system to
unlock new in-game items
• Now available - Unlockable Bonus Goals for deeper game play
• Experience Dynamic Group Play for the first time

Launch Event Schedule and Locations
Oct. 24 Aria (Las Vegas)
Nov. 7-8 Valley View
Nov. 12-14 SAGSE (Buenos Aires, Argentina)
Nov. 15-17 Mohegan (CT)
Dec. 12 /Feb. 22 SBM (Monaco, France)
Feb. 4-6 ICE (London)
April SUN International (Cape Town, SA)
May 20-22 G2E Asia (Macau, China)
Aria (Oct. 24 / Las Vegas, NV)
• 10 Duos at MGM properties
• 1st to market exclusive
• 2 mo. extension on unpaid Aria billboard ad
Valley View (Nov. 7 / Valley Center, CA)
• 1 Duo
• 800 RSVPs to Avatar VIP Player event
• 1 ½ hours – the time that the first player
sat at the duo so he could be first to play
Mohegan Sun (Nov. 15 / Montville, CT)
• 10 Duos
• East Coast launch of Avatar video slots
• 1st launch event using Tree of Souls and Amp suit
SBM (Dec. 5 / Monte Carlo, France)
• 1 CS
• 70,000 Euro customer-funded ad campaign
Thunder Valley (Dec. 16 / Lincoln, CA)
• 1 CS
• 440 players received photos
• 500 received (2) free pulls and others received Avatar t-shirts
SAGSE (Nov. 12 / Buenos Aires, Argentina)
• Over 500 photos w/ Na’vi warrior models
• Total reach to 18,900 Facebook fans
ICE (Feb. 4-6 / London)
PlayCity Casino (Feb. 21 / Mexico)
• 2 CS Duo incremental placements
Casino de Venezia (Mar. 13-14 / Italy)
Tranchant (May 8 / France)
• Amneville
• Cagnes sur Mer
• Dunkerque
• Grau du Roi
• Luc Sur Mer
• Neris les bains
• Pau
• Pougues les eaux
• Roscoff
• Valras
• Villers sur mer

Region Date On-Floor Launch Props, Merchandise, Talent
Tree set-up &
shipping
Amp Suit
shipping
Back-
drop 3d art
Na'vi
costumes
RDA
soldier
costumes Models Makeup Wood sprites
Hand
outs Merch. Estimate Actual cost
Global
$6,000 (base) +
$1063
(base crate) - -
$14,000 for
duplicate -? - -
$26,000
(licensing) - ? - - $47,063 $8,062.75
NA
Aria
(Las Vegas, NV) 10/24/13 - - - - - - - - - - - -
Valley View
(Valley Center,
CA) 11/7-11/8
Est. - $10,530
Actual -
$9,358.20 - - Yes 2 -
Est. - $7750
Actual -
$5403.80
Est. $4,000
Actual -
$2,882.74 - - -
$20,950 w/o
shipping
$22,280 w/
ship $17,644.74
Mohegan Sun
(Montville, CT)
11/15-
11/17
Est. - $21,193
Actual $20,071.73 - Yes 2 -
Est. - $10,000
Actual -
$9,381.70
Est.- $5,000
Actual -
$4,888.93 - - -
$39,000 w/o
shipping /
$47,385 w/
ship $34,342.36
Thunder Valley
(Lincoln, CA) 12/16 - - - Yes 2 -
Est. - $4,250
Actual -
Estimate
$2,000
Actual - - - - $6,250
GDC
(San Fran, CA)
3/19/14-
3/21/14 - - - Yes 2 - - - - -
NIGA
(San Diego, CA)
5/11/14-
5/14/14 - - X - - - - - - -
LATAM
SAGSE 11/12/13 - - - $14,000 2 - - - $12,280 - - $26,280 $1,250
Argentina - - - - - - - - - - -
Uruguay - - - - - - - - - - -
Peru - - - - - - - - - - -
EMEA
Casino Café de
Paris
(Monaco) 12/5/13
Est - $15,000
Actual $0 - - Yes 2 - Source locally
Source
locally
Est. - $17,180
Actual - $0 -
T-shirts /
DVDs / Action
figures $32,180 $0
ICE
(London) 2/04/14
$14,232 + install
costs (Derse)
ICE budget - - - 4 2 Source Locally
Source
Locally
- -
Sun Int.???
(S. Africa)
April 2014
(need RTS
dates) $13,512 - -
APAC
G2E Asia
(Macau) 5/20/13 $22,577 + install Source Locally
Campaign and Asset Costs by Market

B2B Demand Gen Campaign

Standalone Theme Campaign: Tier 1 Launch, Avatar
Program: Let’s Go Jackpot
Objectives: B2B
To launch Avatar I on Duo/CS
To generate demand for Avatar I to payoff campaign target (to be confirmed)
Budget: B2B
$8,500 + regional media buy
Target Accounts & Contacts (criteria/# reached): See segmentation under Goals / Measurement
TACTIC TIMING CALL TO ACTION IF, THEN, WHAT FLOW GOALS / MEASUREMENT
B2B Avatar I:
• G2E follow-up email blast
• Demand gen email campaign
(series of 3)
• 1 landing page
• 1 single page ad
• 1 double page ad
• Suite of online banners
• Tier 1 B2B2C launch template
• Campaign guide (How to)
• Build 10/18,
Review 10/21
Deploy 10/23
• Build 10/22,
Review 10/24
Deploy 10/30
• Review 10/16
Deploy 10/23
• Build 10/17
• Build 10/17
• Build 10/17
• Build 10/23
• Build 10/23
Global B2B launch
10/30
• eDM 1
o Click link for more info
on game (re-directed to
landing pg. w/ game
video content)
o Click link to book sales
appt. (re-directed to
landing pg. w/ pre-
populated form)
• eDM 2
o Click link for more info
on game (re-directed to
landing pg.)
o Take the game by <date
by region> and be
entered to win 2 tickets
to the Avatar 2 movie
world premiere
• Print / online advertising
o Visit landing page for
more info
Tracking:
• Email opens
• Click email link
• View video on
landing page
• Submit form for
appointment
• If one or more of the
above actions is
completed, MQL passed
to:
• AM
• Confirm FY14 revenue
targets by region
• Measure MQLs by # of
units vs. dollar amount?
• Conversions
• Incremental units
• Segmentation by region
NA: strategic accounts,
commercial accounts,
tribal
• EMEA: France, S. Africa,
Italy, Finland
• Latin America: Mexico,
Chile, Uruguay, Peru,
Argentina
• Asia: Macau, Hong Kong,
Singapore, Philippines

Demand Gen - Digital
eDM and landing page for G2E attendees

eDM Series for Non-G2E Attendees

Landing Page – www.IGT.com/Avatar

Banners – 160x600, 300x250, 180x150, 728x90

Demand Gen - Print
Single and Double Page Ads

B2B2C Promotion Assets

Standalone Themes Campaign: Tier 1 Launch, Avatar
Program: Let’s Go Jackpot
Objectives: B2B2C
To drive players to operator launch events
To deliver a differentiated player experience to increase player loyalty
Budget: B2B2C
$15,200 (digital assets) + $30,500 (wood
sprites) + regional execution cost
Target Accounts & Contacts (criteria/# reached): Player loyalty program db for the following customers:
NA – Aria, Valley View?, Barona, Pechanga?, Mohegan Sun EMEA – SBM (France), Sun International? (S. Africa), ICE
Latin America – SAGSE APAC- G2E Asia
TACTIC TIMING CALL TO ACTION IF, THEN, WHAT FLOW GOALS / MEASUREMENT
B2B2C Avatar I:
• Player teaser campaign
o E-blast
o 1 landing page
o Social media content
o 1 single page ad
o 1 double page ad
o Suite of online
banners
o Game videos
• Launch props
o Tree of Souls
o AMP Suit
o Anamorphic art
o Models (Na’vi and
RDA soldiers)
o Wood sprites
o Backdrop
o Posters
o Handouts
o VIP talent
• Review 10/16
Deploy 10/21
NA
• Aria 10/24
• Valley View 11/1
(TBD)
• Barona 11/7
• Pechanga 11/7
(TBD)
• Mohegan Sun
11/15
LATAM (revisit props)
• SAGSE, Arg. 11/12
EMEA
• ICE, London 2/4/14
• SBM, Monaco -
Feb.(TBD)
• Sun Int., S. Africa -
April (TBD)
APAC
• G2E Asia, Macau
5/20/2014
• Email 1 – Save the date.
Learn more about the game.
• Email 2 and SoMe -
Reminder save the date.
First 75 players who spend
$xx (coin-in) win Avatar DVD
collection
• SoMe - Answer trivia
questions, first 200 to bring
answers to launch event win
t-shirt
• Print / online advertising -
Visit landing page for more
info. about the launch event
and to view game video
• Player tracking:
• Email opens
• Click email link
• Game Performance
tracking:
• Coin-in during
launch event vs.
floor average

Player Teaser Campaign – Digital
eDM templates

Landing page template option 1

Player Teaser Campaign – Social Media
Content for Facebook and Twitter
Facebook 1
Win a James Cameron’s AVATAR™ <DVD and merchandise
gift box>.
Answer all the movie trivia questions below correctly.
Then bring your winning entry to James Cameron’s Avatar™
Video Slots Launch at <property name> on <date>.
First 200 correct entries win.
Trivia Questions:
What do the Na’vi call home?
Though the Na’vi are a peaceful people, they primarily
defend themselves with what weapon?
What is the name of the mountain range where Jake
attempts to connect to a Banshee?
Facebook 2
Attention James Cameron’s AVATAR™ and gaming fans.
Turn “reel life” into real fun, excitement, and winnings.
Fantasy becomes reality at James Cameron’s AVATAR™
Video Slots Launch at <property name> on <date>.
Play the game, win valuable prizes, first 75 players that show
the Slot Manager their $XX worth of tickets can play to win
the James Cameron’s AVATAR™ <DVD collection>.
Twitter
Raise your game at James Cameron’s AVATAR™
Video Slots Launch. <property name>. <date>. Win prizes.
#IGTblue ow.ly/p7261
Party like it’s 2199 at James Cameron’s AVATAR™
Video Slots Launch. <property name>. <date>. Come thirsty.
#IGTblue ow.ly/p7261

Player Teaser Campaign – Social Media
Access to Avatar fan base via licensor-approved forums
The licensor has given us access to the following fan forums. We have permission to provide content to fans on these
forums in order to create excitement about the game, and ultimately drive new players to their local casino when the
game is launched. This is a HUGE UNPAID MEDIA OPPORTUNITY to tap into a base of engaged Avatar fans and reach
a new demographic that is likely to embrace the game content and organically spread the word as brand ambassadors.
Avatar Forums http://www.avatar-forums.com/
Avatar Movie Forums is the premier movie community for the Avatar film franchise and like-minded enthusiasts. The site
has over 10,000 members, with 2 members with over 10,000 posts, 60 members with over 1,000 posts and over 500
members will over 100 posts.
Learn Na’vi https://twitter.com/LearnNavi
Learn Na’vi is a Twitter community with over 1,400 members.

Player Teaser Campaign - Digital
Banners w/ characters – 160x600, 300x250, 180x150, 728x90

Player Teaser Campaign - Digital
Banners w/ Duo – 160x600, 300x250, 180x150, 728x90

Player Teaser Campaign - Print
Single and Double Page Ads (w/o game image)

Single Page Ad (w/ Duo)

Posters – Original size 15’ x 10’ (w/o game image)

Poster

Player Teaser Campaign - Rich Media
:30 video
Specs
• Developed for 4D resolution
• Original Aria sign size 260’ H x 65’ W,
11 million pixels – size can be scaled
down for local media with same
(vertical) orientation and ratio (4:1).

Player Teaser Campaign - Rich Media
1:26 player video w/ game content

Floor Activation: Launch Props
Tree of Souls
Specs
• 16’ tall / 14’ wide / 3’ wide at base
• Requires 30 amps at 220-240 volt
• 3 different circuits. (3 20-amp circuits)
• Set-up time is approximately 6 hours with 2 handlers,
local support, forklift and forklift driver (or electronic chain
lift hoist. Requires (1) 8 ft. and (1) 10 ft. ladder.
• Please ensure visitors do not tug or pull on lighted
branches
Set-up on floor w/ stage (“roots” are located under stage floor) Set-up on casino or tradeshow floor w/o stage (“roots” are located
under green base)

Tree of Souls
Specs
• Weight:
• Braches 500-700 lbs./ea.
• 13K lbs. packed
• 2.5K unpacked
• Packed in (8) crates (cannot be stacked during transport
or storage). Crate dimensions:
1) 108” x 68” x 55”
2) 104” x 58” x 59”
3) 73” x 52” x 51”
4) 84” x 84” x 52”
5) 97” x 72” x 38”
6) 71” x 61” x 35”
7) 78” x 51” x 48”
8) 66” x 45” x 22”
9) 69” x 57” x 66”
• Ships on enclosed 53’ flat bed truck – okay to stand
crates upright

Backdrop for Tree of Souls – Original size 19’ wide x 16’ tall

Floor Activation / Launch Props
Amplified Mobility Platform (AMP) Suit
The AMP suit was personally designed by James Cameron and is an actual prop
from the movie.
Shipping Dimensions
1) L 86" x W 85“ x H 95"
2) L 81“ x W 69“ x H 40"
3) L 85“ x W 43“ x H 40"
4) L 65“ x W 55“ x H 66"
A min. 25-ft flat bed truck is required for Amp Suit ground transport.
Set-up
• 2-ton forklift (w/ 6' forks) and forklift driver are required during the duration of the
Amp Suit set-up and breakdown (casino to provide)
• Set-up time is approximately 4-5 hours with 2 handlers and 1 structural or
mechanical local support contact, plus (1) 12-ft ladder and (1) 8-ft ladder
• Security is required for Amp Suit between events and overnight stay (casino to
provide)
On-floor Dimensions
• Height (on base)
• Canopy closed: 162” / Canopy open: 178”
• Width at shoulders: 126” / At elbows: 128”
• Depth on base: 78” / w/ gun: 104”
• Weight (approx.): 2,600 lbs.; 1179 kg

Anamorphic art
Specs
• Art is 10’ W x 10’ H (against wall) w/ 15’7” D (on floor)
• Shipping weight is 26 lbs.
Directions for install:
1) Unfold and lay the art on the ground
For installation against a wall:
2) Smooth the wrinkles out of the canvas, using a damp sponge
3) Tape the ground part of the art to the ground first, with the edge that
goes up the wall at the base of the wall
4) Using double-sided heavy duty tape, start taping the art to the wall from
the ground up
For installation on metal piping:
2) Set-up 10’ x 10’ pipes
3) From the top down, affix artwork to pipes with
metal clamps
Casino to provide local photographer staffing
(recommend one photographer and one person to
direct traffic and hand out business cards that tell
people where to retrieve their photos – see next
slide for more details on retrieving photos)

Handout and Facebook header image to retrieve anamorphic art photos
Handout Card Template
• IGT to provide handout card template (layered PSD)
• Operator to add their logo to handout, and complete
printing
• Size is business card – will be one-sided 4/color
printing
Photo Hosting Recommendation
Event photos to be uploaded to a Facebook tab/album for
easy sharing.
Facebook Header Image
• IGT has created a licensor-approved header to be used
in conjunction with a Facebook photo sharing app
• Operator to set-up and host specialty Facebook tab
using vendor such as: http://www.shortstack.com/
($75/mo.)
• Photographer to upload photos in correct orientation, and
sort by day and time for optimal user experience

Costumes – 6 Na’vi warriors and 2 RDA soldiers

Costumes –Na’vi warriors
Model Requirements:
• Model itineraries (including call time, hours, location, contact person and hotel confirmation
numbers) to be sent to agency and/or models prior to event
• Models to work no more than 10 hours/day, including 2 hours for hair and make-up, and 15-
minute breaks every 45 minutes (Las Vegas Models); models to be provided with meals on-
site, and break area close to on-floor event
• Na’vis to remain in character and in pairs (male/female) while on floor. Na’vis should not be
doing un-Navi’like activities such as playing the game, sitting at the bar, etc.
Costumes:
• Each costume includes leotard, tights, tail, mask, sandals and accessories (e.g. jewelry,
spears, bows, etc.). For more details on recommended model measurements, how to dress
each Na’vi and make-up application, please see instructions from Vandal.
• All costumes should be hand washed (see care instructions) and returned to Lynn Wetzel at
IGT Las Vegas after use.

Print handout

Interactive wood sprite experience – to be developed w/
Snibbe Interactive
http://www.snibbeinteractive.com/platforms/socialscreen/
products/socialscreen-screenies
Requirements:
• Minimal natural light – works best in low lit areas
Equipment requirements (to be provided locally):
• Christie Roadster HD20K-M. 1920x1080 resolution DLP, 20 ANSI
lumens (If not Christie, a minimum 10,000 lumens projector that
can do portrait mode, and DVI-D input on the projector)
• Cabling: fiber-optic video signal extension or fiber optic DVI
extension to connect PC and projector
• Power at the projector and PC locations
• Projector to be installed in Truss system and should include cage
and Doughty Clamps for attachment (requirements may vary by
location)
Equipment (to be provided by Snibbe):
• PC
• Nvidia 45o graphics card, wireless keyboard
• Cabling up to 50 feet including 2 dvi 3.2 foot cables
Considerations:
• Is there a flat wall you can project on?
• What is the lighting in the area?
• What is the distance from the projector to where the PC will run the
software?
Please provide line drawings and/or photos of the intended placement

Floor Activation: Merchandise
Action figures – Neytiri, Jake Sully and Col. Miles Quaritch
$8.99$16.99$13.99
Action figures can be ordered through http://www.toywiz.com/

Floor Activation: Merchandise
Apparel – Men’s and Women’s T-shirts
$7.99 $5.95 $5.95 $5.95
• Jake Sully face men’s t-shirt:
http://www.myteespot.com/product.php?productid=14033&utm_source=Teenormous&utm_medium=None&utm_campaign=Teenormous_Feed
• Jake Sully face women’s t-shirt: http://ep.yimg.com/ca/I/yhst-88371276646969_2267_138956617
• Jake Sully hand men’s t-shirt: http://ep.yimg.com/ca/I/yhst-88371276646969_2267_150917526
• Flying Banshee men’s t-shirt: http://www.tvstoreonline.com/avatar011.html

VIP Talent (on-call)
Actor Stephen Lang (“Colonel Miles Quaritch”) and Producer Jon Landau
Requirements:
• Appearance fees (vary)
• First-class travel accommodations, including air, hotel, transport and
meals
• Detailed itineraries to be shared with agent and/or rep at least two weeks
prior to international travel

Floor Activation: Launch Activities
Blue Pandora signature cocktail recipe

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