Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.

1. Gamify WHAT GAMES MEAN TO YOUR CONSUMERS AND YOUR MARKETING STRATEGY

2. What was big the last few years? In the past few years, did you develop a marketing strategy involving any of these emerging trends?

3. It’s no surprise… 40% of total usage time on Facebook is playing games 14.7hrs/mo. iPhone users spend 14.7 hours/mo. playing games 84% of tablet users are playing games… that’s #1 activity by A LOT #1 Games are the most popular apps on Android, 93% are even willing to pay for games

4. …games are part of human nature Nefertari playing Senet Painting in tomb of Egyptian Queen Nefertari(1295-1255 B.C.). A set of Egyptian dice Cubic dice have been found dating back to 5000 B.C.

6. That’s more people than watched the last world cup

7. That’s more than vehicles on the whole planet!If games aren’t part of your marketing mix, you are missing an opportunity to connect with 1 billion people worldwide.

10. About exent 25 SERVICES 18 COUNTRIES OVER 150 PUBLISHERS

11. Gamify your marketng Advertise around games Advertise in game Advergames Full game offering Gamification Games can be integrated into your marketing mix in many ways; ultimately you will decide which is best suited to your campaign’s goals.

12. around-game ads

13. Advertise around games WHERE TO LOOK SITES NETWORKS

14. Advertise around games AVAILABLE OPTIONS Video Pre/Mid/Post roll Banners around Skin

15. GameSkinTM

17. IAB standard units

18. limited custom sponsorship opportunities

19. Improved click-through rates

21. In-game ads WHO’S DOING IT? CLASSIC SOCIAL

22. In-game ads: what are the options? In-game billboard Gamers like relevant ads. Texture change Grand Theft Auto with vending machines Emotional response The perfect stage can be set creating a unique opportunity for users to interact with your brand.

23. Advertise in-games SPONSORING VIRTUAL ITEMS IN SOCIAL AND MOBILE GAMES Virtual items function as peer-to-peer interaction tools. UTILITY/ CONSUMABLE ITEMS STATUS SYMBOL ITEMS When done correctly, sponsored items create powerful associations likeNike shoes help me run faster.

24. Case study: MORE ENGAGING THAN YOUTUBE + 50% of Facebook logins are to play games 20% have paid cash for in-game benefits 56 million users play games on FB daily 19% say they are addicted to FB games 53% have earned and/or spent VC in a social game 28% have purchased VC with real-world money

25. Case study: IN-GAME VIDEO AND BRAND ENGAGEMENTS Facebook credits as an incentive to view video. User is Prompted toEarn Virtual Currency (e.g. Facebook Credits) by Watching a Video – Through an In-Game Icon, Banner or Message Message Message Icon * User must accept by clicking on the icon / message in order to initiate the video

26. Case study: CASE STUDIES: 30% 23% 24% 15%

28. High correlation between in-game ads and consumer action (Comscore Ad Effx Nov 2009)

29. 280 percent increase in visits to a TV channel’s Web site;

30. 125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site; and

31. 17 percent increase in visits to entertainment sites after seeing ads for a particular movie.

33. Case study: Koko Digital Project: Chris Moyle’s Parody Album Performance: 2 million hits in 6 months Game Developer: Koko Digital Main URL: http://www.chrismoylesgame.com Chris Moyle’s “The Parody Album” Parody Island is an Advergame developed by Koko Digital which allows you to play a game while listening to select tracks from the upcoming album. Level selection Each level showcases a different song from the upcoming album. You can listen to tracks and buy the album from within the game. Scores are published on leaderboards. Goal-driven paths Completing level objectives unlocks new tracks and harder levels.

34. Full game offering

35. Full game offering WHO’S DOING IT?

39. Customized to Flare look & Feel

40. Contextual placement on the site channels

41. Increases dwell time

43. Social perks

44. Repeat visits, increased dwell time and

45. Increased engagement and perceived value to consumers

46. Interactive, 2-way link between consumers and brands

47. Aggregation instead of creation

48. Hit-driven business

49. Faster time to market; lower risk

50. Low investment

51. Dramatically improve dwell time

52. Being “vertical” when offering relevant content

54. 32 9/21/2011 120 Million people around the world are accruing points, leveling up, and earning rewards. ? (And they’ll go out of their way to stick with the vendor where they have the most points and status.)

55. The world’s biggest coffee chain is rewarding users with virtual points and virtual badges for visiting their retail stores.

56. 34 9/21/2011 85 Million People were earning virtual points, leveling up, decorating virtual spaces, and earning achievements every month. On virtual farms. ? (That’s the entire population of New York City. Times 10.)

57. ? Gamification 35 9/21/2011 What’s their secret?

58. ga∙mi∙fi∙ca∙tion[gay-muh-fi-kay-shuhn] integrating game dynamics into your site, service, community, content or campaign, in order to drive participation.

59. Gamificationplatfroms Who’s doing it?

60. Any kind of participation

61. 39 9/21/2011 Participation Builds lasting relationships & Impacts fundamental business objectives Customers Students Employees Fans

62. Gamification drivesparticipation. Participation drivesbusiness value. 40

63. FARMVILLE GAME DYNAMICS EXAMPLE

64. Virtual Points Level Up Virtual Farm Avatar

65. Challenges

66. 44 9/21/2011 Gamification satisfies human desires

67. 45 9/21/2011 Who’s using gamification?

68. 46 46 9/21/2011 55% Increase in Participation on a social network. 20% Increase in Time on Site on a community site. 400% Increase in Page Views on a portal site.

69. Heavy Users (%) 5x Increase in the number of heavy users on a portal site Community Members (thousands) 19% Increase in the members of a brand community site in 6 weeks.

70. WAY TO RIO EMPOWER + CHIQUITA

72. 50

73. 51

74. Results "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past" "[Gamification] creates a place people want to come back to time and time again." http://www.1to1media.com/view.aspx?DocID=32943&PreviewMode=full&alias=bestpractice

76. Intrinsic human interest & dangling carrots

77. Goal-oriented, guided paths

78. Highly addictive; leverages flow states

79. Bring fun to consumerism.

80. Deep reward systems

81. Highly engaging

82. Most valuable associations can be made via gamification

83. Important “win” utility/brand association within users

84. Ford SmartGauge Eco-Driving

85. Me + brand = rewards

86. Physical redemption

87. Psychological achievement

88. Social acknowledgement

89. Extremely valuable retention tool, e.g., “must fly delta for SkyMiles,” and “only 5 cartons away from a Tropicana-sponsored tropical vacation!”

91. Thank you. Kobi Edelstein, VP/GM, exentMedia