With more than 85% of smartphone and tablet owners playing mobile games, this presents the question of how to address this massive market using different marketing tools. This talk asks the question: “How can we use TV together with performance and viral marketing to have either a good market entry or expansion strategy into the western mobile games world?” Tung will discuss the different marketing parameters in the Western World and their interdependences: Which marketing methods can help to extend the lifetime of a product? How can the use of TV support mobile marketing or influence the digital marketing channels? Can TV campaigns support the up sale among existing players?

1. How to win with TV, IP and Viral
Marketing in Mobile Games
Tung Nguyen-Khac
The Power of TV, World Class IP, and
Excellent Monetization

2. ProSiebenSat.1 key financials & Stock
market
Revenues
Recurring EBITDA
Recurring EBITDA margin 30%
Net income*
Continuing operations. *Net income after non-controlling interests.
2,605m
790m
360m
Share price increased
by 69% in 2013
Free float market
cap ~EUR 7.2bn**
Member of
German MDAX index
(rank #2***)
** based on 5,585,400 treasury shares. Closing share price on XETRA as of April 1, 2014, at EUR 33.62.
*** Source: Deutsche Börse, as of March 31, 2014.
Key financials
FY 2013
Stock market

3. Introducing ProSiebenSat1
2 Digital & Adjacent
Digital Entertainment
Digital Commerce
Ventures
Games
3 Content Production &
Global Sales
Format Development
TV Content Production
Digital Production
1 Broadcasting
Free-to-Air Television
Basic Pay TV
Distribution
Global Sales
Page 4
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 3

4. How does the Game business benefit from
that?
11 million TV viewers per day
20 million unique online users per day
Significant TV + Digital synergies
Multiple revenue growth opportunities
Leading TV & Digital media company
Early mover with strong position in
digital entertainment and commerce
Leader in digital media business innovations

5. Introducing SevenGames
The combination of Aeria and ProSieben Games has created
the leading publisher in Europe
Access to TV
Access to IP
Ownership of
digital reach
+ = SevenGames
World leading
monetization
Mobile + PC
Expertise
Ignite distribution
platform
Top publisher
in Europe
Unparalleled
marketing power + TV
International
player base
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 5

6. It’s been a busy year for us
Over the last 6 months, we have successfully completed the
merger and consolidated our international operations in Berlin
Completed post-merger integration of
Aeria and ProSiebenSat.1 Games ✔
Migrated all games and community
onto a single technical platform ✔
Built an international operations
team in Berlin with now 300+ staff ✔
Opened a licensing office in Seoul ✔
6 new games ready for launch in Q4 ✔
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 6

7. The Future is Mobile
We are focused on growing our games portfolio with casual/
mid-core mobile titles aimed at capturing large audiences
Portfolio Development Strategic Rationale
GoalOne
Monster
Paradise
EXAMPLES
Social Casino
Immortalis
PC Mobile
Casual
Midcore
Hardcore
Casual/Mobile
• Large market due to
wider demographics
• TV driven audience
acquisition
• Easy to leverage well-known
IPs/brands
Hard-/Midcore
• Extensive experience
• Stable revenues
through long lifetimes
• Strong monetization
Puzzle
Poker
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 7

8. Business Case: Goal1
Constantly analyzing the App Stores to
find a gap and potential new markets.

9. We have analyzed all
relevant games in
detailed depth.

10. The Idea:
A Mobile Football Manager –
less crowded and
the World Soccer Championships ahead of us
(2013)

11. GoalOne – A Success Story
GoalOne is a good example of this strategy:
In the beginning, this was just another football manager…
• Co-developed with
Bad Monkee GmbH
(Hamburg)
• Development started
12/2013
• Cross-platform app for
iOS and Android
• Levering years of online
football manager
experience in the team
• Deep gameplay and
match mechanics
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 11

12. GoalOne – World Class IP
…until we partnered with the DFB to create a unique football
manager game experience with the German national team
• Partnership with DFB
• Official football manager
of the German National
Football team
• App launched on the first
day of the World Cup
(Jun-12)
• Updates during the cup
to reflecting the success
of the German team
• >250,000 installs in the
first 30 days
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 12

13. GoalOne – The Power of TV
The TV commercial was prepared just in time and went on air
with the launch of the app on the App Store and Google Play
Goal One TV Spot on Youtube
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 13

14. GoalOne – The Power of TV
The spot worked like a charm driving a high volume of installs
predictably at very competitive CPIs
30.000
25.000
20.000
15.000
10.000
5.000
0
Goal One – Installs vs. TV Airtime
Installs
GMV
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 14
0
€
0
€
0
€
0
€
0
€
0
€
-­‐
€
1-­‐Jun
8-­‐Jun
15-­‐Jun
22-­‐Jun
29-­‐Jun
6-­‐Jul
13-­‐Jul
20-­‐Jul
27-­‐Jul
3-­‐Aug
10-­‐Aug
17-­‐Aug
24-­‐Aug
31-­‐Aug
7-­‐Sep
14-­‐Sep
GMV = Gross Media Volume

15. GoalOne – The Power of TV
Most installs come in the early afternoon and during prime
time – most efficient times are after lunch and dinner
Goal One – Installs vs. TV Airtime (by Time of Day)
2
2
2
1
1
1
1
1
0
0
0
6
€
5
€
4
€
3
€
2
€
1
€
0
€
Installs
GMV
08h
09h
10h
11h
12h
13h
14h
15h
16h
17h
18h
19h
20h
21h
22h
23h
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential GMV = Gross Media Volume
15

16. GoalOne – The Power of TV
TV power drove the vast majority of installs to date
– about 60% of installed base is on Android
iOS
43%
Android
57%
TV
93%
Other
7%
GoalOne Installs
by Source
GoalOne Installs
by Platform
Total: ~500k Installs Total: ~500k Installs
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 16

17. GoalOne – Excellent Monetization
Our monetization strategy implemented best practices from
years of free-to-play experience
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
GoalOne Premium Currency Spending by Item Category
Introduced
“Gacha”
system
Rebalanced
Booster
economy
Rebalanced
Transfer
Market
Focus on
first-time
buyers
Jun
Jul
Aug
Sep
Private
Scout
Scout
Transfer
Market
Boosters
Leveling
Up
SoJ
Currency
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 17

18. GoalOne – Excellent Monetization
Careful tweaking and active promotions are boosting ARPU
GoalOne Daily ARPU
0,25
0,2
0,15
0,1
0,05
New, larger Booster packs
“Private Scout”
probabilities
improved
“Private Scout”
discount
Launch of “Private Scout”
First
“Mystery Box”
promotion
12-Jun 19-Jun 26-Jun 3-Jul 10-Jul 17-Jul 24-Jul 31-Jul 7-Aug 14-Aug 21-Aug 28-Aug 4-Sep 11-Sep 18-Sep 25-Sep
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 18

19. GoalOne – A Success Story
With strong user acquisition and improving monetization, we
have been steadily climbing into the Top 10 grossing charts
GoalOne – iPhone Games Top Grossing Rank, Germany
#11 #10
#14
#17
#21 #20
#33
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential Source: App Annie, October 2014
19

20. Summary
Combining the power of TV with world class IP and excellent
monetization we have created winning title
World
Class IP
The Power
of TV
Excellent
Monetization
+ + +
Great
Gameplay
Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 20

21. Thank You!
Tung Nguyen-Khac