PLAYDOM INTERNATIONAL Establishing Global Social Games Business: Does non-FB distribution make sense for a social game company? Lloyd Melnick, GM, International Operations

Agenda  Overview of Playdom  To Port or not To Port  Evaluating The Platforms  Leveraging Off Facebook Opportunities  Summary

Agenda  Overview of Playdom  To Port or not To Port  Evaluating the Platforms  Leveraging Off Facebook Opportunities  Summary

Playdom At-A-Glance  500+ employees in 10 offices worldwide  Highest Industry ARPU  Acquired by Disney: August 2010 Facts and Figures  Playdom, the social games product group of Disney Interactive Media Group, produces a diverse portfolio of casual games for the rapidly-growing platform of social networks and smart phones, including Facebook and VZnet, Apple and Android.  Playdom is one of the fastest-growing social game developers, offering high quality community entertainment experiences.  Playdom’s hugely popular properties include City of Wonder, Verdonia, Social City, and Sorority Life.  Playdom games touch over 6 million Daily Active Users and approximately 50 million Monthly Active Users on Facebook, VZnet, Hyves, Nasza Klasa, Mail.ru and MySpace.

Not Just Facebook

Agenda  Overview of Playdom  To Port or not To Port  How to Evaluate Platforms  Leveraging Off Facebook Opportunities  Summary

Key Decision Points  Financial Resources for Marketing  International Appeal of Content  Technical Issues

Internal Financial Options  Resources available to market on Facebook  Extend Facebook game to other platforms  Leverage other platforms to build war chest

Appeal of Content  Is it appealing outside Facebook  Can it be modified  Is their an option to reskin

Technical Considerations  Internal engineering resources  Hosting and deployment  Live operations

Agenda  Overview of Playdom  To Port or not To Port  Evaluating the Platforms  Leveraging Off Facebook Opportunities  Summary

Key Decision Points  Measurement of the Platform  Effort Needed to Deploy and Maintain  Cooperation from the Portal

Measurements of a Successful Platform = Profitability & Sustainability Retention & Engagement Virality Monetization + +

Effort Needed to Deploy and Maintain  Engineering  New Content  Game Services

Cooperation from the portal  Win/Win vs Win/Lose  Business Model  Marketing and other resources they will provide

Agenda  Overview of Playdom  To Port or not To Port  Evaluating The Platforms  Leveraging Off Facebook Opportunities  Summary

Key Decision Points  Facebook or Other Networks  Direct or through a Publisher

Facebook or Other Networks  Facebook Only  Off Facebook Only  Facebook and Off Facebook  Which Networks

Direct or through a Publisher  Direct  Marketing  Analytics  Monetization  Publisher  Shared the customer  Revenue share  Risk share

Agenda  Overview of Playdom  To Port or not To Port  Evaluating The Platforms  Leveraging Off Facebook Opportunities  Summary

Thank You!