Gewben Wu, GM, Fortumo Asia How to make your game successful Globally

Fortumo Overview Partnering with 1000s of online and mobile app developers & social networks Partnering with ~300 carriers in 75+ countries for payment Leading global provider of mobile operator billing, covering 75+ countries in 5 continents. Offices in Europe (Estonia and U.K), USA (San Francisco) and in China (Beijing). Supported platforms: Android, Windows, J2ME, HTML5, web Strategic investment from Intel Helping both developers and carriers to earn more revenues through charge- to-bill

Top customers and partners Top customers Almost each one of global TOP20 game providers, including: Rovio, Electronic Arts, Gameloft, Halfbrick, Zeptolab, Vostu, Popcap, Facebook/Livegamer and hundreds of others. Top strategic partners Most of top global mobile operators & platforms providers

Platforms: start from Android 4 Q Global mobile OS shares (Strategy Analytics, Jan 2013)

Appstore revenue: iOS vs Google

Freemium Or Premium? 6

Monetizing Freemium on Android 7

Going overseas

TOP10 countries for Fortumo customers :  France  Brazil  UK  Germany  Russia  Turkey  Thailand  Indonesia  Malaysia  Argentina

 App store billing (Google Wallet etc.) – good, but mostly restricted to credit card users  Mobile operator billing – good coverage and conversion rates, max price level lower than with credit cards  Credit cards (Visa, Mastercard) – good payout but much information to be entered by user  Paypal – works in limited number of the countries  Scratch cards, vouchers – work well in selected Asian countries, but low conversion Billing options Our recommendation: integrate 2 payments: one for mobile operator-billing (for example, Fortumo) and one for credit card (Google Wallet)

Why mobile operator billing?  5 billion mobile phone users worldwide  Only 1.3 billion credit card users  1-click payment  Leads to up to 10x better conversion than credit cards  Best for selling virtual goods for <10USD  In some countries, over 90% of such purchases made by mobile  Works when phone is offline (with no data connection)  27% of payments are made offline! 11 4

Payment flow: credit card vs mobile payment 12 vs 12

Pricing of virtual goods Average size of in-app payment, aggregated data from 1 million Android payments with Fortumo in January 2013: Sweden 4.25€ Spain 3.9€ Germany 3.5€ United Kingdom 2.5€ Russia 2.4€ Brazil 1.5€ Mexico 1.4€

Localization If the game is simple and visual, only English language version is OK to launch globally. For games with more text, customization to Spanish, Portuguese and Russian could be necessary (1.1 billion native speakers, ~40 countries)

Distribution: app stores

 3rs party appstores:  Opera Mobile App Store  GetJar  Appia (Pocketgear)  AndAppStore  Handango  OnlyAndroid  Insyde Market  Amazon App Store  SlideME  Appoke  YAAM  Regional stores:  T-Store (Korea)  Andronavi (Japan)  Yandex store (Rus.)  Fasmicro App Store (Africa)  Mobile operator stores:  OrangeWorld  O2 Active  Airtel AppCenter  Telkomsel AppZone  OEM stores:  Samsung Apps  ZTE Appstore  LG smartWorld  Shop4Apps (Motorola) and many more.. App stores

17 Focus overseas expansion to emerging countries/regions + For billing, use both mobile operator billing and credit card + Use different Distribution Channels = Summary

Gewben Wu Thank you!