When Publishing Works for Free to Play Games Casual Connect USA July 30, 2013 | San Francisco, CA

1. When Publishing Works for Free to Play Games Casual Connect USA July 30, 2013 | San Francisco, CA

2. About Jameel Khalfan • Currently leading Publishing for Pocket Gems • Previously led paid user acquisition for Tap Zoo and Tap Pet Hotel (#1 and #4 top grossing apps of 2011) • Prior experience in Venture Capital at Globespan Capital Partners and Product Management at Microsoft

3. Agenda • Background on Pocket Gems • What a F2P publisher should do for you • How to best work with a F2P publisher • Case studies

4. Pocket Gems Background • 100M+ downloads on mobile • Backed by Sequoia Capital, who funded EA, Apple, and Google • Globally, Top 15 Grossing Publisher in 2012 across iOS and Android

5. Do you need a publisher? • Assess whether you are set up to succeed self publishing • F2P game design expertise • iOS and Android platform experience • Cross promotion abilities • User acquisition funding and operations • If you are not ready to self publish your F2P game, you should look for a good partner to help make your game as successful as possible

6. What a F2P Publisher should do for you:Cross Promotion

7. What a F2P Publisher should do for you: Paid User Acquisition

8. What a F2P Publisher should do for you: Ad Optimization Note: For illustrative purposes only

9. What a F2P Publisher should do for you • Tech • Share analytics tools and connect game easily to ad networks and UA channels • Product • Advice (not mandates) on F2P game mechanics • Overall • Fair deal terms and aligned incentives • Collaborative relationship

10. How you can work best with a publisher • Develop a fun and engaging game! • Spend time focusing on the core loop and game mechanics, don’t expect the publisher to do it for you • Treat game as an ongoing service for your players, rather than a finished product. • Continue to look at data from the game after launch and evaluate next steps

11. Questions to ask potential publishers • How many of your games have been in the top charts (free and grossing)? • How do you think about user acquisition? • How many user acquisition channels are you integrated with? • How big is your network for cross promotion? • What do you do to help with organic traffic and optimization? • Which people will I be working with and what are their backgrounds and game credits?

12. Case studies

13. Case Study: Chasing Yello (Google Play) • Publisher highlights: • QA process for Android • User acquisition • Cross promotion in Pocket Gems network

14. Case Study: Chasing Yello (Google Play) • Results: • Featured on Google Play • Reached Top 5 Free Apps in 1 Week • Downloaded over 2.3 million times in 2 weeks

15. Case Study: Amazing Ants (iOS) • Publisher highlights: • Product feedback and game design advice • PR for the game and company • Cross promotion in Pocket Gems network

16. Case Study: Amazing Ants (iOS) • Results: • Featured in Apple App Store • Downloaded over 2.2M times in 2 weeks • #1 Free on iPad in 35 countries • Twyngo was subsequently acquired by a venture backed game company

17. Thank You