Eyeblaster

Casual Games / Downloadable Try and Buy Model

Market OverviewMarket Size

Online$3.1211%

Wireless$2.268%

PC$4.1615%

Console$18.3966%

Online

$15.40

28%

Wireless

$11.61

21%Console

$24.66

45%

PC

$3.01

6%

2004 2009

$27.9 Billion $53.8 Billion

In Game Ads

$120 Million $800 M to $2 Billion

In Game Ads

E-Game Market

In Game Ads Market

E

Market OverviewPlayers and Game Types

• Industry Participants

– Game Developer– Game Publisher– Game Distributor

• Type of Games

– Casual Games – easy to learn, easy to develop, low budget, short development cycle, played on PC, simple game play, small file size.

– Core Games – long learning curve, long development cycle, high budget, played on PC or Consul, large file size.

• PC Games – core game played on PC• Consul Games – core game played on consul• MMOG e.g. – multiplayer core game

– Mobile Games – games played on mobile platforms

Market OverviewTypes of Ads

Type Description EB Solution Market Size 2004

Market Size 2009

In Browser Pre-game ads for games played in browser

Available Miniclip alone has in one

month 40m pre game

impression in the US

?

Wrapper Pre-game ads for downloadable games

Available ? ?

In Game Rotating ads integrated in game play

In Development $10 Million $534 Million

Advergame Tailored game N/A $110 Million $266 Million

Market OverviewIn Game Ads Competition

Company General Focus Market Position

Massive Private, 2004, ~$15m in funding, offices in NY, LA, SF, Ontario, London, Paris

and Australia

Core Games Leader – landed several deals and launched live campaigns in 2005

Double Fusion Private, founded in 2004, ~$13m in funding offices in

Israel, London and NY

Core Games Player

IGN Unit of Fox Interactive, destination web site for gamers – 31m unique a

month

Core Games Player – low profile, high potential

IGA Offices in NY London and Berlin, available technology –

low profile

? Player – low profile

Shockwave Part of Atomshockwave, private, 2001. Leading

destination for online games. Offices in SF.

In Browser – Casual Games New Player – Leading destination

Game Glance Small, Founded in 2005 Asia Market

Suggested FocusCasual Games - Downloadable Try & Buy Model

• Real Need – (business models)

• Immediate Opportunity

• Reach

• Standardization

• Easier Integration

• Easier Business Path

• Complete Solution

• Overlooked by competitors

• In Browser • Downloadable / Try & Buy

Value Chain Casual Games Ads Solution

Interested in ad supported model

Possible. In Development

Content Owners Technology Media BuyersMedia Sellers

General Input

Business Model

Who

Interested

Charge for Inventory Charge for Tech Cut from Inventory sell Charge Advertisers

WT, Idigicon, Popcap, Game House, Playfirst

EBEYENET?

Current EB Customers

Third Party?

?

Money Flow

Pay 100%

$10 - $50 CPM

Cut 30% - 45%

$3 - $22.5 CPM

Charge 10%-20%

$1-$5 CPM

Charge 40% - 60%

$4 - $30 CPM

In Game Ads Timeline

Q4 05 Q1 06 Q2 06 Q3 06 Q4 06

Product Client Demo

PRD

Management tools and RMP Integration

Integration with 10 – 20 games

SDK

Offline model

Client Live Update

Video ads caching

Client side serving logic

Business Get game source code

First Commercial implementation

Media sale partner

Sign on developers and publishers

?

Sales Initiate Sales

Use Cases Create Inventory – Sell Inventory – Deliver & Track

• Create Inventory– Game Developer

integrate with EB In Game Client

– Game Developer submit enabled game to store enabler

– Media Owner Set Ads

Rules• Based on standard

available options

• Sell Inventory– Agency review

available inventory

– Agency buy media from EYENET or Third Party

– Flight level info loaded on RMP

• Deliver & Track– EB Client ask for plan

and publisher server tag

– Publisher server call RMP

– EB deliver and track

Client Server ExchangeMinimum Setting On Client Side

Game 1

EB Client

Game 2

EB Client

User PC User open the game > client send log in message with:

User ID

Game ID

Distributor ID

Publisher ID

Developer ID

Previous session report

List of available assets is cache

Server respond with events plan

Include assets to cache

EB Game Server

Game > EB Client > Cache ExchangeFlexible Options

Game 1

Internal Communication Layer

Game 2

EB Client

DRM Component

DRM Component

Notifying Event Type (1,2,3 etc)

Report on Scenario in Game (Start, Level Change, Stage change)Send Ad per

Scenario

Events Manager (Timer, Counter, Ad allocation)

External Communication LayerEB Game Server

EB Client

Cache on PC

User Info?

Inventory Rules Management ToolEvent Planning

Ads Supported: Yes No

If events, show several events:

Always Events Drop down menu for number of events

Developer Field locked by developer

Publisher Field locked by publisher

Distributor Field locked by publisher

Ads Supported:

Pre-Roll: No Yes

Duration of video Up to 15 sec Up to 30 sec No duration restrictionSkip ad option (per event): Yes No

Between Levels: No Yes Every levels

1 2 3 4 5

Yes Every stage

1 2 3 4 5

Game Field locked by developer

Game ID

Developer ID

Publisher ID

Distributor ID

If yes or tracking only:

Between Stages: No

Tracking only

Time Based: Display ad every : minutes

Option 1

Option 2

IDs are generated on the server set up

During game events: Yes No For future use

Events Examples :

During Trial

User bought the game

User bought discounted version of the game

Casual Game / Downloadable Try and Buy ModelEnd User Experience

• User visit web destination

• User download and install a casual game

• Game gives full screen experience

• After one hour of play the game is locked

• User is asked to pay ($19-$25) to continue and play

Information:

• 98% of users that download a game do not buy the game

• 500,000,000 downloads last year

• Developers, publishers and distributors are interested to monetize the trial period

• Developer, publisher and distributors are interested to offer ad supported versions of

casual games