Public

April 28, 2016

Patrick Kramer

How Games can Support Business

Key Lessons from Launching UBS’s Game app “Quiz and Fly” in Switzerland

Head Strategy & Service Management

Group Marketing and Communication Services

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Agenda

Why a mobile game 1

Game mechanics and promotion

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Results and key lessons 3

Image copyrights: UBS, Flickr, Bilanz

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Patrick Kramer – Digital Strategist and Marketer

With UBS since 1999

Patrick Kramer heads Service Strategy & Management within Group Marketing & Communication Services.

Prior to this he has spent more than 15 years in various marketing and communication management roles, successfully leading global strategy and change management programs.

Some recent examples include the implementation of the GMCS operating model, the launch of UBS's first edutainment game app and the development of UBS's social media policy and governance framework.

Patrick holds a MA in Economic Sciences from the University of Basel and a MSc in Digital Marketing from IE Business School Madrid.

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UBS – one of the leading financial firms

We draw on our 150-year heritage to serve private, institutional and corporate clients worldwide, as well as retail clients in Switzerland. Our business strategy is centered on our pre-eminent global wealth management businesses and our leading universal bank in Switzerland, complemented by UBS Asset Management business and our Investment Bank, with a focus on capital efficiency and businesses that offer a superior structural growth and profitability outlook.

UBS is present in all major financial centers worldwide. It has offices in more than 50 countries, with about 35% of its employees working in the Americas, 36% in Switzerland, 17% in the rest of Europe, the Middle East and Africa and 12% in Asia Pacific. UBS employs about 60,000 people around the world.

Its shares are listed on the SIX Swiss Exchange and the New York Stock Exchange (NYSE).

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Get to know us

We are well-established and thoroughly global

We are a premiere global financial services company.

We’re:

a client-focused financial services firm with a 150-year history

headquartered in Switzerland

over 60,000 people in more than 50 countries

committed to our wealth management businesses and our universal bank in Switzerland, along with our asset management and investment banking businesses.

Switzerland 36%

Americas 35%

Asia Pacific 12%

Rest of Europe/ Middle East/Africa

8%

United Kingdom 9%

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Corporate Center/global (items managed globally): (4,8) bn

Americas: CHF 1,8 bn

Asia Pacific: CHF 1,7 bn

WM WMA Global AM IB

UBS Region Switzerland – important cornerstone of the Group

Europe, Middle East, and Africa2: CHF 1,6 bn

0.6 Switzerland: CHF 3,2 bn

WM CH P&C AM CH IB CH

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PbT FY151, in bn CHF

1 The regional figures do not correspond precisely to the financial statements of the UBS subsidiaries and branches established in the regions because they reflect different allocation principles; 2 Europe, Middle East, and Africa excl. Switzerland

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UBS Region Switzerland – well positioned in our home market

Critical mass and a top player in all businesses

Access to expertise of UBS's Wealth Management business and investment bank

Cross-divisional collaboration approach to a coordinated delivery of all services offered by the bank

Reaching >80% of Swiss wealth, through our comprehensive branch network

Exceptional value to clients

Every third household

Every second lawyer and fiduciary

Two out of three family offices

>120'000 Swiss companies; of the 250 largest corporates >90%

80% of the Swiss-domiciled banks & brokers

Every third wealthy individual

Every third pension fund / pension-related institution

Quellen: UBS internal analysis 6

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UBS Region Switzerland – perfect test market for Quiz & Fly

Source: https://youtu.be/nYhm3zqUmVk

https://www.ubs.com/microsites/quiz-and-fly/en/game-app.html

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And a successful test market

Google Play & App Store Switzerland top rankings

#1 Educational games

Top 10 free games App Store

Top 50 free games Google Play Store

#1

Best of Swiss Apps

Bronze in category games

Google Play & App Store Switzerland user ratings

4/5 App Store

3.6/5 Google Play Store

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Quiz and Fly goals

Branding

– Innovative

– Digital

– Mobile

Explore a new digital format

Engage with a broad target audience

– Convey business related messages

– Promote UBS activities

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Why a game?

+ =

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“ A casual […] game is played in under an hour, set up and taught in under 10 minutes, and requires some light strategic thought. Casual games are not specifically marketed to children, but can be enjoyed by anyone from older children to adults.

Panel of industry professionals http://casualgamerevolution.com/about/what-is-a-casual-game

”

Casual games

Casual games offer the opportunity to interact with a broad target audience

Source: S. Khalaf, Flurry five year report, Flurry blog, 2013

43%

26%

10%

10%

2%

2%

7% Games

Social Networking

Edutainment

Utilities

News

Productivity

Others

US users spend 2 hours 7 minutes per day inside apps

50% of population are casual gamers

25% of population plays casual, social or mobile games

Source: Roland & Berger, Casual Gaming, 2012

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Casual games (cont.)

…these are approx 30 million people

With 56 percent casual games are the most preferred type of games

Source: bitkom Research GmbH Studie, 2015

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User community

User community

Crowdsourcing

Feedback loops

Free beta testing

Our internal user community helped improve the game from an early development stage on

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Game mechanics - motivational elements

Progress unlocks new air crafts and destinations

Leaderboard to compete with other users

Badges for special achievements

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“ At first, I only wanted to unlock access to new planes. My competitive instinct took over after a while and I started aiming for the highest score and wanting to be ahead in the rankings.

JJG, 60 year old user and winner of the launch competition

”

Game mechanics - motivational elements

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Game activation To increase user interactions, promotion activities aimed at generating downloads and motivating users to continuously play

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There is a strong correlation between Social Media marketing spend and app downloads

1

2

3

TEDxZurich event and internal activation

Increased marketing on YouTube and Facebook boosted app downloads

Weekend traffic on social media resulted in additional app downloads

Ongoing activation efforts required to generate app downloads

Promotion efforts timeline

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Days after release

SoMe marketing spend

App downloads

1

2

3

Sp

en

d/d

ow

nlo

ad

s

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Results ("ROI")

As performance metrics we defined app downloads and app usage

Social Media Advertising impressions

Clicks on SoMe ads

Registrations (potential leads)

Activation funnel (as of March 2015)

App usage (number of times questions were answered)

2,600 1,000,000

3,100,100

41,500

(100%)

(1.34%)

15,000 (0.48%)

(0.08%)

App downloads

Other achievments

• Bronze at Best of Swiss Apps Awards

• #1 in category educational games

• Top 10 in free games Apple app store

• Top 50 in free games Google play store

• >250 user generated questions added

Each hurdle along the funnel significantly reduced the number of interactions

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Key lessons

Casual mobile games

Casual mobile games can be a good way to interact with various audiences (external and internal) in new ways

Game mechanics or gamification can trigger a desired user behavior

Project success factors

Find the right partner (large agencies vs small start ups)

Crowdsourcing approach improved time to market and user acceptance (beta testing with internal volunteers)

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Thank you for your attention

www.ubs.com/quiz-and-fly

Time for your questions.

Answer A Answer B

Answer C Answer D

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Contact

Patrick Kramer Head Service Strategy & Management Group Marketing & Communication Services patrick.kramer@ubs.com

UBS AG P.O. Box CH-8098 Zurich Tel. +41-44-234 11 11

www.ubs.com