20 percent of Americans are social gamers

US Social Gamers

61.9

68.7

53.0

2010

2011 Source: eMarketer

2012

has more monthly players than any European country has citizens(and it only launched last November) Source: Facebook, EU Census

FarmVille 25,000,000 Daily active users 20,000,000 15,000,000 10,000,000 5,000,000 0 Source: AppData Pro

Social gamers skew older and slightly female

US Social Game Players, by Age 18-21 22-29 30-39 40-49 4% 11% 20% 20%

50-59 60+
US Social Game Players, by Gender
Female male

26%

54%
Note: n=800; social games are online games played via social networks; numbers may not add up to 100% due to roundingSource: PopCap Games, "2010 Social Gaming Research" conducted by Information Solutions Group, February 17, 2010

46%

There are four major reasons for the popularity of social gaming: Social games are easy to play. There are no controllers or instruction manuals Social games are integrated into the social graph. They help enhance peoples relationships with their friends, family and acquaintances. In social games, everyone wins. With a focus on mutual cooperation, everyone benefits by sharing and gifting. Social games are free! No need to go to the store or buy anything (unless you want to).

Social gaming is an extremely fragmented industry

Monthly Active Users (M 258

36 34
Note: *acquired by the Walt Disney Company in July 2010; ** acquired by Electronics Arts in November 2009 source: AppData Pro

21

Virtual goods are now a $1.5 billion market

US Virtual Goods Revenues (M)
Source: Piper Jaffray, Pay to Play: Paid Internet Services, July 13, 2009

$265 2008

$621 2009

$1,087 2010

$1,547 2011

$2,019 2012

$2,462 2013

The percentages of paying gamers vary