Majestic ARGMajestic ARG

Leslie McMillinLeslie McMillin

October 2, 2008October 2, 2008

““The Game that plays YouThe Game that plays You””

You only use 12% of your You only use 12% of your brain. Mind if we play with brain. Mind if we play with

the rest?the rest?

EA Fact Sheet for EA Fact Sheet for MajesticMajestic

Game Play/Interactive ElementsGame Play/Interactive Elements

►►PhonePhone

►►EmailEmail

►►AOL Instant MessengerAOL Instant Messenger

►►FaxFax

►►Visiting special websitesVisiting special websites

�� OfficialOfficial

�� Player generatedPlayer generated

►►Majestic search engineMajestic search engine

Actual IM from MajesticActual IM from Majestic

Game Play/Interactive ElementsGame Play/Interactive Elements

►►““Majestic Alliance ApplicationMajestic Alliance Application””

►►Videos featuring the gameVideos featuring the game’’s cast (webcam s cast (webcam

recordings)recordings)

►►Interactive streaming audio and video clipsInteractive streaming audio and video clips

►►Online newscastsOnline newscasts

►►““RevelationsRevelations””

►►AkamiAkami platformplatform

StatisticsStatistics

Quoted numbers Forum posts Google Hits Duration

Art of the Heist 125,000 - 500,000 3100 16,289 90

The Beast 0.5 to 3 million 43,000 88,536 120

I Love Bees 10,000 to 2 million 54,000 102,748 100

Jamie Kane 20,000+ n/a 15,400 n/a

Last Call Poker 10,000+ 6000 22,235 90

Lockjaw n/a 4100 520 100

Majestic 13,500 to 800,000 n/a 93,100 n/a

MetaCortechs 12,000 to 125,000 13,000 65,580 80

Perplex City n/a 36,300 283,000 200 - 500

ReGenesis 20,000 918 1392 90

Urban Hunt n/a 4600 708 90

DemographicsDemographics

►►““Of the 800,000 people who started to Of the 800,000 people who started to

register for the free, first installment of the register for the free, first installment of the

game, only 71,200 completed the process. game, only 71,200 completed the process.

That number fell to 10,000 to 15,000 That number fell to 10,000 to 15,000

subscribers when it came time to pay.subscribers when it came time to pay.”” --

CNNCNN

►►““Majestic currently has 13,500 registered Majestic currently has 13,500 registered

players.players.”” -- Gaming AgeGaming Age

Costs/ROICosts/ROI

►►$10 million investment$10 million investment

►►Approximate loss between $5Approximate loss between $5--$7 million $7 million

according to CNN Moneyaccording to CNN Money

►►Development to be an estimated circa $20Development to be an estimated circa $20--

$30 million $30 million International Game Developers International Game Developers AssociationAssociation

Post MortemPost Mortem

►►Marketing Majestic as a GameMarketing Majestic as a Game

�� Publicizing launch date that was not metPublicizing launch date that was not met

►►Launch date after Beast concludedLaunch date after Beast concluded

►►Absence of TINAG principleAbsence of TINAG principle

►►Flow and continuity of the gameFlow and continuity of the game

�� Modes of player actionModes of player action-- Standby, act, acquireStandby, act, acquire

�� Production delaysProduction delays

►►Subscription basedSubscription based

September 11, 2001September 11, 2001

AccoladesAccolades

►►PC Innovative Design AwardPC Innovative Design Award-- E3, 2001E3, 2001

►►Best Original Game, Best Original Game, E3, 2001E3, 2001

►►Game Innovation Spotlights (1 of 5 awards), Game Innovation Spotlights (1 of 5 awards),

Game Developers Choice Awards, 2002Game Developers Choice Awards, 2002

►►Young was the IT Gamer, on Entertainment Young was the IT Gamer, on Entertainment

WeeklyWeekly’’s annual s annual ““It ListIt List””

"Maybe the consumer didn't get it," said Jeff "Maybe the consumer didn't get it," said Jeff

Brown, vice president of corporate Brown, vice president of corporate

communications for EA, "but in five years, communications for EA, "but in five years,

everyone's going to be making games based everyone's going to be making games based

on this engine. I'm not apologizing for on this engine. I'm not apologizing for

anything!"anything!"