1. Oisin Lunny, MD UK Operations “ Real Life, Real People, Virtual World” LikeMinds 2010

7. Mobiles Disco - October 1999 7 Firstname Surname – Sulake Corporation Oy A meeting of #likeminds in a virtual world

8. Snow war game: Feb 2000 8 Firstname Surname – Sulake Corporation Oy

9. Hotelli Kultakala: August 2000 9 Firstname Surname – Sulake Corporation Oy

10. Habbo Hotel: February 2001 10 Firstname Surname – Sulake Corporation Oy

11. 11 Firstname Surname – Sulake Corporation Oy

12. Firstname Surname – Sulake Corporation Oy

13. Habbo Countries P – Habbo payment options available O – Habbo country office H – Localized Habbo Hotel virtual world

17. Social places where people meet and interact Firstname Surname – Sulake Corporation Oy

20. Firstname Surname – Sulake Corporation Oy under 12 years 13–16 years over 16 years Social Networking Virtual World Gaming Entertainment Communication

26. User Created Room – Dollyockers Celebrity Visit

29. 29 User Created Room Fashion Show

30. 30 User Created Room Birthday Party

31. 31 User Created Room Christmas

32. 32 User Created Room Record Store

40. Firstname Surname – Sulake Corporation Oy Advertising in Habbo

43. Campaigns in Habbo - Tip of Iceberg 43 INTERSTITIALS BILLBOARDS CONSOLE MESSAGES BRANDED SPACES DISPLAY USER CREATED EVENTS FANSITE COVERAGE PROFILE PAGES BRANDED BADGES BRANDED VIRTUAL ITEMS THEMED USER ROOMS THEMED GROUPS VIRAL CONVERSATIONS

44. Nokia 44 Branded guest rooms Nokia

45. Nokia 45 Sponsored room Nokia

46. 46 Habbo Mall, NSPCC Idea Agency Branded Room & Group page

47. A virtual bar on-the-go Firstname Surname – Sulake Corporation Oy

49. 49

50. Firstname Surname – Sulake Corporation Oy Habbo Research

52. Habbo User Profile Firstname Surname – Sulake Corporation Oy Sources: Sulake Statistics 2008, Global Habbo Youth Survey 2008, Google Analytics 2008 Background 56% Boys - 44% Girls 63% are 13-16 year old 92% go to school/study 94% live with their parents 63% go to Habbo every day 43 minutes spent in Habbo on average 3/4 come to Habbo for socialising with friends Usage peaks after school and weekends 70% heard from a friend about Habbo Habbo Usage What’s Not Pop, hip hop & Rock Music Movies Computers & Games What’s Hot Politics Gambling & Betting Philosophy

53. Media Usage Globally Firstname Surname – Sulake Corporation Oy Percent of respondents who say the medium is important for them Age (years) -10 11-14 15-18 19-22 23- • Internet • Television • Magazines • Radio • Newspapers Source: Global Habbo Youth Survey, 15/30 Research 2006 90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % Media Importance by Age 1. Instant Messaging 2. E-mailing 3. Minigames 4. Chat services 5. Other Gaming Most Popular Net Services

54. Habbo Users... Firstname Surname – Sulake Corporation Oy Source: Global Habbo Youth Survey 2008 *) Median value ... are worried about the effects of climate change … want to live an ordinary life ... are united around the world by their passion for music ... prefer to buy brands we are familiar with … spend hours on the Internet every day to hang out and communicate with their friends ... think having warm social relationships is most important in life ... crave for respect – especially from their peers ... have about 38 € per month in their own use *)

55. Habbo User Segments Firstname Surname – Sulake Corporation Oy CREATIVES 63% Girls, many 11-16 yr olds Open-minded, curious and active Value artistic self-fulfilment Tolerant attitudes, strong social conscience Wide range of cultural and intellectual interests In Habbo we come to meet our real life friends REBELS 53% Boys, all age groups Carefree, risk taking attitudes Value fun, enjoyment and experiences in life Open towards change and new ideas Interested in extreme sports and street culture In Habbo we like to organise and participate in private room games and activities TRADITIONALS 45% Girls, largest in under 12 yr olds Responsible & honest Value personal safety and ordinary life Conservative attitudes, but positive towards environmental protection Interested in nature, sports and pets In Habbo we are keen in helping new Habbos ACHIEVERS 60% Boys, many 13-16 yr olds Self confident & ambitious Value material welfare and success Intolerant attitudes, negative towards environmental issues Interested in sports, computers, fashion and partying In Habbo we are heavy traders and collectors LONERS 44% Boys, largest in over 17 yr olds Passive & insecure Value security Quite open-minded attitudes towards some topics, e.g. sexual minorities Focused areas of interest, for ex. comics & gaming In Habbo we come to meet our online friends

57. Firstname Surname – Sulake Corporation Oy Personas

58. 58 “ While writing, I always think of some regular 16-year-old called Dave who’s on his bus trip to school: Is he going to want to listen to this? Last time we got so worried about who thinks this and who thinks that, and this time I’ve been really focused. On Dave. My 16-year-old imaginary friend. But not in a weird way.” - Chris Martin, Coldplay

59. Emmi Kuusikko & Heini Kaihu – Sulake Corporation Oy What are Personas? “ personas are not real people... they are hypothetical archetypes of actual users... defined with significant rigor and precision.” Alan Cooper, 1999 The Big Idea “ To create a product that must satisfy broad audience of users you will have far greater success by designing for one single person. ” Alan Cooper, 1999

66. Emmi Kuusikko – Sulake Corporation Oy

69. 69 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

70. 70 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

71. 71 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

72. 72 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

73. 73 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

75. 75 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

76. 76 Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

77. “ Create the theatre, not the play” (Paul Bennett, IDEO) Firstname Surname – Sulake Corporation Oy

79. Three KPIs to rule them all 79 Conversion rate Retention rate Monetization rate

80. Three KPIs to rule them all 80 Conversion rate “ new returning users / new traffic” What's the biggest factor leading to new users leaving? Retention rate “ users returning period to period” What keeps users coming back? Fun, Friends, Features ..but also performance Monetization rate Traffic x Conversion rate x Retention rate (months) x Monetization rate = Revenue

83. SUPERSUPER 83

84. 84

85. American Idol 85 Marketing Partnership American Idol

86. 86 MTV EMA, Global partnership campaign Branded Room & Group page

88. Acquisition/conversion 88 User Personal Landing Page

92. How Habbo Works – Monetization: 92 Habbo promotion “ Space” furni range and activities

94. Firstname Surname – Sulake Corporation Oy Engagement Marketing Examples

96. 96 Firstname Surname – Sulake Corporation Oy

98. User creativity 98 Firstname Surname – Sulake Corporation Oy

99. Finalists 99 Firstname Surname – Sulake Corporation Oy

100. 100 Firstname Surname – Sulake Corporation Oy

104. Sulake Corporation | Strictly confidential – legally protected and privileged information

105. Sulake Corporation | Strictly confidential – legally protected and privileged information

106. Football kuvia