1. February 10-12 2009Casual Connect Europe 2009 Crazy Chicken: The Story of the Moorhuhn Brands in casual gaming Helge Borgarts CEO

2. February 10-12 2009Casual Connect Europe 2009 2 Agenda Introduction to speaker and company Overview on brands in general and on games Do we need brands anyway? The „Moorhuhn“ story about a „Crazy Chicken“ How to develop and market a gaming brand What about retail? Brands and visibility in retail Case study of a retail casual label Question?

3. February 10-12 2009Casual Connect Europe 2009 3 Speaker – Helge Borgarts Diploma in Science Sales Director Blue Byte Software (The Settlers) Managing Director sysis interactive simulations Germany CEO phenomedia publishing gmbh

4. February 10-12 2009Casual Connect Europe 2009 4 Company – phenomedia publishing gmbh invented massive casual gaming with „ Moorhuhn “ sold about 15 Mill. copies of games featuring the “Moorhuhn” worldwide German PC casual market leader in retail Established retail casual brand

5. February 10-12 2009Casual Connect Europe 2009 5 Brands All rights on trademarks with the companies

6. February 10-12 2009Casual Connect Europe 2009 6 Brands and IP in computer games

7. February 10-12 2009Casual Connect Europe 2009 7 IP and brands in causal gaming

8. February 10-12 2009Casual Connect Europe 2009 8 Why brands/IP? Brands can sell products beyond individual qualities! Brands do give orientation! Differentiation

9. February 10-12 2009Casual Connect Europe 2009 9 The Crazy Chicken “Moorhuhn” Story

10. February 10-12 2009Casual Connect Europe 2009 10 How to develop and market a gaming brand? Unique Brand Philosophy Be sure of the target group Always fulfill your brand philosophy Acquire strong media partners and think of possible image transfers Have a clear product and marketing strategy Set up controlling routines

11. February 10-12 2009Casual Connect Europe 2009 11 Develop and characterize brand and IP 19992009

12. February 10-12 2009Casual Connect Europe 2009 12 Positioning +HIGH (Variable One)-LOW (Variable One) +HIGH (Variable Two) -LOW (Variable Two) Positioning Map Product A Product B Product D Product C

13. February 10-12 2009Casual Connect Europe 2009 13 Target Group Exclusively for phenomedia publishing 2008

14. February 10-12 2009Casual Connect Europe 2009 14 Make exciting and innovative games!

15. February 10-12 2009Casual Connect Europe 2009 15 Aquire strong media partner TV

16. February 10-12 2009Casual Connect Europe 2009 16 Product Strategy limited, restricted edition free download non exclusive online version close to a full version exclusively to big media or distribution portals full version – retail no branding added value (i.e. Teaser-/Trailer videos, screensaver, desktop pictures etc.)

17. February 10-12 2009Casual Connect Europe 2009 17 Product Strategy

18. February 10-12 2009Casual Connect Europe 2009 18 Product Strategy - Multiplatform

19. February 10-12 2009Casual Connect Europe 2009 19 Marketing Strategy

20. February 10-12 2009Casual Connect Europe 2009 20 Marketing Strategy COMPUTER GAMES MERCHANDIZE TOYS TRADITIONAL GAMES WIRELESS STATIONARY INTERACTIVE SOFT STUFF FOOD examples Trading cards Puzzles Posters Postcards Rulers Sharpeners Note pads Rubbers and pencils Files Hats Pillows and bed linen Mobile phone covers Cuddly toys and key chains ……

21. February 10-12 2009Casual Connect Europe 2009 21 Controlling! I own this game no owner but played this game I neither own nor played that gameNever heard Solitär67,00%21,10%10,60%1,30% Tetris53,10%34,50%10,50%1,90% MahJongg45,60%29,80%17,40%7,30% Moorhuhn38,10%42,00%17,90%2,00% Simulation Game30,40%28,50%35,00%6,10% JnR Game29,60%43,40%24,80%2,30% JnR Adventure27,60%33,60%34,10%4,60% PacMan21,40%44,40%24,00%10,30% Strategy Game20,90%22,50%46,90%9,80% Sports Game17,90%20,60%53,60%7,90% Ego-Shooter17,80%14,60%43,10%24,50% Puzzle Game14,40%22,80%24,20%38,60% Puzzle Game13,40%22,60%28,60%35,40% 3Match Game11,90%26,10%26,50%36,10% Adventure Game11,10%13,00%44,60%31,30% MMORPG Game8,80%16,30%64,00%11,00% Time Management8,00%16,10%30,80%45,10% Sports Game7,60%13,00%51,00%28,40% Pong5,10%16,30%38,40%40,30% Breakout1,80%6,50%39,00%52,80% Exclusively for phenomedia publishing 2008

22. February 10-12 2009Casual Connect Europe 2009 22 What about German retail?

23. February 10-12 2009Casual Connect Europe 2009 23 A truth about casual games in retail! A lot of casual games sold in retail are brilliant, exciting, a lot of fun and exchangeable!!!

24. February 10-12 2009Casual Connect Europe 2009 24 How does retail work? Most of all: It works different from any online business!!! The relevant factor for a buyer to bring products to the shelves is the expected rotation rate and the money you pay for visibility

25. February 10-12 2009Casual Connect Europe 2009 25 What generates a best possible turnover rate? VISIBILITY

26. February 10-12 2009Casual Connect Europe 2009 26 How to become visible? Be different! Have a unique design! Sell and promote the brand not the game! Help the buyers to address the customers! Help the customers to find what they want!

27. February 10-12 2009Casual Connect Europe 2009 27 Retail Brand image transfer umbrella brand fulfill your brand philosophy fresh product line up

28. February 10-12 2009Casual Connect Europe 2009 28 Product Planning JanFebMrzAprMaiJunJulAugSepOktNovDez tbd. PC 1customer xxx € tbd. PC 2customer Advertisement B2C xxx € various/tbd/competitions xxx € tbd. PC 3customer Advertisement B2C xxx € various/tbd/competitions xxx € tbd. NDScustomer Advertisement B2C xxx € various/tbd/competitions xxx € tbd.NDScustomer Advertisement B2C xxx € various/tbd/competitions xxx € tbd.customer Advertisment B2C xxx € various/tbd/competitions xxx € tbd.customer xxx € tbdcustomer Advertisement B2C xxx € various/tbd/competitions xxx € Brand 1customer Shelve-space xxx € Advertisement B2B xxx € Advertisement B2C xxx € Brand 2customer Advertisment B2B xxx € Advertisment B2C xxx € Non-product activities xxx €

29. February 10-12 2009Casual Connect Europe 2009 29 Sell millions of games!

30. February 10-12 2009Casual Connect Europe 2009 30 …be happy To have great poets, there must be great audiences. (Walt Whitman) Thank You!