Geeks on a Plane

1. Moba-ge-town
June 2009
DeNA Co., Ltd.

2. Company Profile
DeNA Co.,Ltd.
Foundation March, 1999
Headquarters Tokyo, Japan
Stock Market 1st Section, Tokyo Stock Exchange
Employees 570
Executive Team Tomoko Namba Founder & CEO
Makoto Haruta CFO
Isao Moriyasu COO

3. Net Sales
Annual revenue $297M in FY2007 & $376M in FY2008
(Millions of yen)
Others 10,511
Solutions
10,000 9,350 9,393 539
Mobile 9,009
580 8,692 348
Web commerce 8,378 372
329
8,000 410
6,399
6,000 5,608 283
5,102 335 8,586
7,610
740 7,586 7,430 7,103
3,737 6,771
4,000 144
149 5,006
2,989
2,352 276 270 4,273
68 63 3,274
2,000 2,398
1,515 1,824
768 825 918 941 999 1,109 1,195 1,183 1,207 1,259 1,434 1,386
0
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 3
FY06 FY07 FY08

4. Operating Income
(Millions of yen) ( )
Operating Income 4,270
3,928 4,159
% of net sales 3,997 3,962 50
4,000 42.1
46.9 47.4 3,450
36.4 40
39.6
34.0 34.8 42.8 42.2
3,000 32.0 39.7
28.8 2,695
30
2,040
2,000
1,470 20
1,194
1,041
1,000 800
10
0 0
1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q
FY06 FY07 FY08
4

5. Business Segment
Mobile Portal Moba-ge-town
Advertisement Pocket Affiliate
Mobaoku (mobile auction)
Mobakore (mobile fashion shopping)
E-Commerce Paygent (payment service)
bidders (B2C shopping mall)
NETSEA (B2B marketplace)
AirLink (travel & insurance)
New Business
Shumee-to Club (SNS for 40’s+)
5

6. Moba-ge-town
Game SNS
Blogs
Casual game BBS
Tie-up game Groups
Multi-player game Mini mail
Avatars
More than 200 titles
Q&A
Celebrities
etc…
EC and other contents Information Services
Mobaoku Search
Mobakore News
Mobadepa Weather
Music Transit info
Fortune-telling Part-time jobs
Decorated mail Maps
Movies Dining info
UGM etc…
etc…
Novels
Music
Video sharing
Recipes
Illustrations
etc… 6

7. Moba-ge-town
PV/day
(Million)
500
Moba-ge-town
400
mixi mobile
300
Mobile GREE
200
Yahoo! mobile
100
Apr. Jul. Oct. Jan. Apr. Jul. Oct. Jan.
2007 2008 2009
7

8. Moba-ge-town
•Virtual SNS with high quality free-of-charge game
•Over 70% penetration rate among high teens
•Stickiness & addictiveness
70% new user return rate
160PV/day by log-in user
•Mobile-Optimized service
•60%-70% profit margin

9. Moba-ge-town
Game SNS
Blogs
Casual game BBS
Tie-up game Groups
Multi-player game Mini mail
Avatars
More than 200 titles
Q&A
Celebrities
etc…
EC and other contents Information Services
Mobaoku Search
Mobakore News
Mobadepa Weather
Music Transit info
Fortune-telling Part-time jobs
Decorated mail Maps
Movies Dining info
UGM etc…
etc…
Novels
Music
Video sharing
Recipes
Illustrations
etc… 9

10. Moba-ge-town
Registered Member Monthly PV 18,713
(Millions) (Millions)
13.44
12
10
8
6
4
2
Apr. Oct. Apr. Oct. Apr. Oct. Mar. Apr. Oct. Apr. Oct. Apr. Oct. Mar.
FY06 FY07 FY08 FY06 FY07 FY08
10

11. Moba-ge-town Business Model
1. Advertisement revenues Moba-ge-town Ad sponsors
Place ads &
Pay sponsor fee
View
2. Success-based ad revenues Sponsor Site List (1) Register listed sites
through Moba-ge-town
Ring tones
Games
(3) Get Moba-Gold Fortune telling
(4) exchange avatars
(2) Pay success-
Avatars based sponsor fee
3. Sales of avatars
Buy avatars

12. Moba-ge-town
Sales
(Millions of yen)
Games, etc.
5,162 5,375
4,942
4,628 233 game item (weapons, fishing gear, etc.) sales
13
11 4,607 4,687
5 91 171
Avatar sales
2,410 2,073
Avatar-related sales
1,951 2,365
2,069 2,177
Affiliate ads
1,131
1,346 Banner & tie-up ads
1,665 1,652 1,187 1,202
1,938
1,005 1,084 1,219 1,258 1,136
12
3Q
FY07 4Q 1Q
FY08 2Q 3Q 4Q

13. Avatars
13

14. Avatar Driven Services
Gacha Grow-up avatars Gosei Gift Shop
Avatar vending (e.g.) Combine two digital
An egg hatches into Present avatars to
machine with items into a special
a ghost friends
randomly selected avatar 14
special items

15. Next generation avatars
Moving 2D avatars
15
3D avatars

16. New Contents
Movie reviews Karaoke SNS
16

17. “CREATOR” Consumer-Generated Media
Novels Music Recipes Illustrations
530,000 titles 26,000 songs Launched in Dec. 2008 Launched in Feb. 2009
(Feb. 2009) (Feb. 2009)
Reached 170 million PV/day in Feb. 2009 17

18. Game Portal Strategy
Original strategy Game portal strategy
(C)TAITO (C) HUDSON SOFT (C)DeNA (C)ORSO
CORP.2008
(C)2008 SQUARE ENIX CO.,LTD
ALL RIGHTS RESERVED.
(C)CHUNSOFT (C)WorkJam
mainly casual games Provide high quality games (MMORPG etc.)
Free-of-charge collaborating with major game software companies
Item-based billing model
Hook for new users
Generate revenue from games
18

19. Game Portal Strategy
Title Company Segment
LordQuest Taito Corporation Sugoroku RPG
Elemental Monster Hudson Soft Versus card game
ELLARK Square-Enix Co., Ltd. Mail playing RPG
Furai Siren MOBA CHUNSOFT Co., Ltd. RPG
Kamaitachi no Yoru CHUNSOFT Co., Ltd. Mystery game
FY08 Kamaitachi no Yoru 2 CHUNSOFT Co., Ltd. Mystery game
Detective Saburo Jinguji WorkJam Co ., Ltd. Hard-boiled adventure
theresia WorkJam Co ., Ltd. Horror Adventure
Cougar Gran Prix DeNA Co., Ltd. Online action RPG
Tsurige-town2 ORSO Inc. Network fishing game
ELLVARIER Stone's Guardian EitaroSoft Inc. Online MORPG
Masterpiece Corporation
The Conveni Net Battle Simulation game
Hamster Corporation
Deco-Deco Town Hudson Soft Fashion coordination for women
Master of Epic
FY09 The Dungeon Age
Hudson Soft MMORPG
Last Guardian Online Q Entertainment Inc. MMORPG
Moba-ge Frontier ORSO Inc. Action game
30+ titles
19
High quality mobile game platform via continually growing lineup

20. Business Infra for mobile Internet service
3G = rich content (2001)
Flat rate data service (2003)
Mobile net user exceeded PC net user (2005)
Mobile payment system
Moba-ge-town (2006)
20

21. Key success factors for Moba-ge-town
Mobile optimized service
C2C community
Ad network
High quality free-of-charge games
Moba-ge-town (2006)
21

22. Mobile optimized service / C2C Community / Ad network
2006 Moba-ge-town
2004 Mobile affiliate network, Pocket Affiliate
Mobile auction, Mobaoku
1999 PC auction, bidders
22