Beyond Facebook A look at social gaming opportunities outside of Facebook

2 Agenda It’s All About Me… The Other Social Networks: Snapshot Why Southeast Asia? Case Study: Sanook Playtown Success Factors Why it’s worth an alternate look Summary QA

3 About Me Managing Partner for Dreamcatcher Capital Small private equity game fund Head of Social Media and Online Game for Sanook (Tencent and MIH company) Studio Head for Studio Nocturne (Nintendo DS developer) Founder of POPidols (2000) Director for Product Management (LAUNCH/Yahoo Music)

100 million 90 million 120 million 63 million 53 million 100 million 190mil lion 6 million 11 million 34 million 40 million The Other Networks: 600 million & Growing

5 Social Game Revenue FB vs The Rest * Superdata 2011

6 The Other Social Networks: Overview Social Gaming market will continue to grow, reaching $8.6 billion in worldwide revenues by 2014E. Non-Facebook social gaming represents the bulk of revenues, growing from $3.2 billion in 2011 to $5.6 billion by 2014E. Even excluding Asia non-Facebook platforms will total close to 25% of worldwide social gaming revenues. Region-specific social networks present interesting distribution alternative Lots of talk about China, Japan, Brazil, Germany, Russia and Turkey. Southeast Asia is a mystery and an opportunity?

100 million 90 million 120 million 63 million 53 million 100 million 190 million ? ? No major SNS in ASEAN 6 million 11 million 34 million 40 million The Other Networks: 600 million & Growing

RankCountrySept months growth 2Indonesia % 7Philippines % 16Thailand % 17Malaysia % Social Game Revenue FB vs The Rest * September 2011

* Niko Partners 100 million Gamers by 2015 $474 million USD: expected revenue from Online Game 2011 $1 billion USD in Online Game revenue by 2015 Thailand has highest ARPU in SE Existing Social Network experience retrofit for Gamers Strong “Gaming Culture” Country-specific Game/APP broke global chart Proven monetization for Online & Social Gaming The Southeast Asia Opportunity

10 Case Study: Sanook Playtown (Thailand) Thailand? Sanook is the largest Thai-based web site with over 13 million unique visitors per month Sanook grew from the original idea of Thai Yahoo! 1 st mover advantage (1999) Sanook needed to become more social Took charge of Sanook Game in 2009 Initially looked at MMO publishing but investors wanted “blue ocean” play Created Sanook Playtown as Facebook for gamers

S! Playtown + QQ Integration S! Game Case Study: Sanook Playtown

13 Case Study: Sanook Playtown CBT Oct 2010: 3 games OBT Jan 2011: 4 games Commercial August 2011: 6 games Generate revenue from day one 20-30% month-to-month revenue growth 300,000 users at launch Largest Thai-based social network

14 Case Study: Sanook Playtown Interesting early success factors: –Niche –Not trying to beat Facebook/embrace FB –70% from FB 30% from Sanook –Vertical Localization

15 Not All Localization Are Equal Vertical Localization VS Lazy Localization

16 Localization VS Vertical Localization Local Bandwidth Broader Local Micro-Payment Game Planning: items/events/price Local CS/GM Copywriting Translation $$$$ $$ Local Micro- Payment One Size Fit All Plan

17 Localization VS Vertical Localization $$$$ $$ Higher CR % Higher Loyalty* Higher ARPU* 5-8% 6-12mo 1.5-2x Higher CR % Lower Loyalty Lower ARPU X 6mo 1-2% VS Lower Acquisition FREE

18 Summary FB will usually be #1 platform of choice for social game company in the free-world For those looking to “hedge” their bet, it is worth investigating alternative SNS Besides the obvious (LATAM, China, Russia, Japan), Southeast Asia is worth looking into Lazy Localization will not produce better bottom line than what you get on Facebook Developers must have dedicated resource to support/service chosen country/platform

Q&A O Thongsrinoon