Big Games Become Location-Enabled Increasing Engagement and Revenue with Location Features Christian O. Petersen VP Community

2 Christian O. Petersen 16 years of games mobile and marketing

3 Make your game stand out and gain exposure

Life is Crime No. 1 in AppStore 4 Why are developers using location? 2010 Niche 2011 Innovation 2012 Mainstream % of all game developers/publishers Ah Oo unloc k new Bong o level at Toffee Coffee !

5 Make your game stand out and gain exposure

Ah Oo unlock new Bongo level at Toffee Coffee!  On the Go People  More Reasons to Play  Relevant and Personal  Word of mouth  The 3 rd business model 6 Why are developers using location? More relevant and immersive game play Players want to opt-in to location-enabled games Increased monetization through sponsored locations 123

7 Increase the value of coming back to your game

8 Making the user feel at home with backgrounds that fit his current location, makes the game more relevant and increases the personal value for the user With CloudMade’s Local Discovery service it is easy for game developers to use the users location to change the graphics of the game so the user is playing where he is in real life Increase the perceived game value: Make the game experience more personal and relevant Location Makes Games Personal

9 Making the user feel at home with backgrounds that fit his current location, makes the game more relevant and increases the personal value for the user With CloudMade’s Local Discovery service it is easy for game developers to use the users location to change the graphics of the game so the user is playing where he is in real life Put the user’s world into the game: Local rain in the game adds another dimension making it an immersive experience Rain or Shine in the User’s World

10 Test Phones are with the users 24/7, they play games in the morning, daytime, evening and night. Changing the game to follow the users day makes for a personal and challenging gameplay. Test With our Local Discovery service it is easy for game developers to use the users location to change the graphics and gameplay based on if it is morning, daytime, evening and night. Increase Word of Mouth: Use time of day to change the game, each location element adds WOM Night and Day the Game Feels Right

11 When the places around you become part of the game there reason to try playing wherever you go. Next you tell your friends about a great place to play. With CloudMade’s Local Discovery service it is easy for game developers to reward the user Get more game sessions: Give users more reasons to play in new locations Night and Day the Game Feels Right

12 Your game brand Branded Maps Maps that fit your game brand Test Location gives users a better user experience on-the-go Test The look and feel of Google or Bing maps do not add value to your game Custom Game Branded Maps 1 2 3

Ah Oo unlock new Bongo level at Toffee Coffee! 13 Increase your game monetization

14 Think Like Potato Farmers Monetize 5% of your users by selling in-game items Monetize an extra 5% of your users with sponsored in-game items 12 Double your revenue

In online social gaming 26% of revenue is sponsored Location based mobile marketing is the key to drive retail traffic 86% of retailers to increase mobile marketing spend Retail is the obvious partner for sponsor revenue 123

Your offer Positive branding Be a part of the game Increase purchase intent Drive retail traffic by sponsoring in-game items 123

Give users free and attractive in-game content when they visit sponsors Increase the fun when playing at different locations Show users the nearest treasure Give users additional offers at the retail place 123

Sponsored Locations When the user plays near a sponsored location, the game tells him that a hidden level is nearby... You are very close to a place where you can get a new hidden level for free! There is a sponsored location nearby…

Sponsored Locations With a click, the user sees Sponsored Locations on the map … See where on a map … Ah Oo unlock new Bongo level at Toffee Coffee!

Sponsored Locations After clicking on the location, the player can see the sponsored in- game item he/she can get at that location … See what particular retailer is sponsoring …

Sponsored Locations When the player gets to the coffee shop, he/she gets a new hidden level unlocked … The user enters the coffee shop and gets a free game item …

Sponsored Locations In addition to the free game level, the sponsor gives users a special offer … Users get a special offer … so sponsors can track the success

Ah Oo unlock new Bongo level at Toffee Coffee! 23 Test Location for Games Local Discovery Sponsored Locations Custom Game Branded Maps 123

Ah Oo unlock new Bongo level at Toffee Coffee! 24 Changing the Game Serving the world’s on-the-go people me an let’s have a chat