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Payment and Promotions Platform CONFIDENTIAL 0 © 2011 TrialPay. All rights reserved.

Players = Consumers = Customers

#trialpay #wex

Peter Wexler – Senior Director of Strategic Partnerships

November 15, 2011

Payment and Promotions Platform CONFIDENTIAL 1

Will you remember these brands by the end of session?

• Advertiser provides content/transport company value but limited value to the consumer • Paying for eyeball opportunity only. • Engagement would be nice too! • Leads or sales would be a plus!

USA Today $50K ad cost with 2MM circulation - $25 CPM

Up to $5K per bus, CPM?

As low as $1000 to $3MM for 30 seconds

$30 CPM for Superbowl

Did I mention it cost $375K to produce the commercial?


The digital shift is happening

Internet Advertising 15% in 2009, 20% by 2014


So what about social gaming specifically?

Virtual goods market is $6B globally * InsideNetwork Annual Report *


The Facebook Breakdown

Social games represent 40% of usage time on Facebook

Over 300 million play social games every month

Facebook has over 750 million users


Social Games Audience Eclipsing Primetime TV

Larger audiences than TV during Sweeps Favorable & targetable demographics

0 5 10 15 20 25 30 35

Café World

Pioneer Trial

Bejeweled Blitz

Diamond Dash

Gardens of Time

How I Met Your Mother

CSI

The Mentalist

Big Bang Theory

Modern Family

NCIS: Los Angeles

21 Questions

Farmville

Adventure World

Two and a Half Men

The Sims Social

Cityville

Audience (M)

Weekly Audience (M) | Week ending September 25

Zynga Kills Soaps

Audience shifts as viewers

become gamers

“ ”

- AdWeek

Female Ages 18-54

55% 77%


The brand (advertising) giving users what they want!!!

Click, click, click

Spend real money

Engage with brands

I want stuff

for my

game!

50,000+ virtual

items sold every second

using Facebook Credits


TrialPay lets

customers earn

virtual currency

through premier

social gaming

publishers

Customers

complete your

offer as a way to

pay for virtual

currency

You gain a new

customer and

user is

rewarded for the

interaction

TrialPay uses

your CPA to pay

the merchant for

the virtual

currency

How It Works

Advertisements as a form of virtual goods payment

The advertiser gets what they want!!!


Advertising in Action – In game (DealSpot ™)

User completes an offer to earn free Facebook Credits and People gains a subscriber


Examples: DealSpot ™ Campaigns

Advertising campaigns match brands goals


How Social Gamers Earn Credits – Offer Wall

1

Users access offers in just one click from within the game


Brand Engagement – Games providing interaction

Clinique promotes new product lines by asking users to

share success stories.

Unilever helps users find their “heart age.”


The Gaming Gateway – Advertiser Introductions


Geography and language are important!

UK

Germany

France


Social Gaming Brand Engagement Platform: How It Works

User chooses to engage with a brand

User is rewarded for the interaction

User engages deeply with the brand

Brand Dialogue

Examples:

•Complete a survey

•Vote on favorite products

•Find a store

•Share with friends

•Install an app

Committed Action

Examples:

•Complete a purchase

•Register or sign-up

•Subscribe

Brand Affinity

Examples:

•Watch a video

•Play a game

User Engagements


Watch a video

Wide Range of Advertising Types

Try a product for free Buy something

Buy a prepaid discount Complete a survey

Donate to a charity Complete a lead form

Do a small task

Sign up

Try a free service

… Plus many more


Advertiser Cost vs. Engagement U

se

r E

ng

ag

em

en

t L

eve

l

Price ($)

CPA

CPV

CPL

CPS

Sponsorship


Brands as part of the experience

Brand Interaction becomes

part of the game

Brand Interaction provides

game play benefit


Sponsorship goes digital

Sponsorship to target demo

Providing value to player

and generating engagement

Advertiser Pros: Targeting/Engagement, Cons: $$$


Things to think about:

Identify the types of games in which your

brand or product can be naturally

integrated.

Offer players an incentive for the

engagement (ex: virtual currency or

virtual items).

Create a sense of urgency by

offering the branded content or

promotion for a limited time.

1

2

3


Peter Wexler Senior Director of Strategic Partnerships

www.trialpay.com

303 Bryant Street,

Mountain View, CA 94041

Desk: 650.318.2602

Cell: 617.290.8668

Fax: 617.687.5808

[email protected]

Thank you!

Drinks on me if you can name the paper, bus and TV advertisers!


APPENDIX


Company Snapshot

150 Million+ Consumers have used TrialPay

Monetization platform is localized in 12 languages, including French, German, Swedish and Chinese

Investors include Battery Ventures, Index Ventures and prominent angels Jeff Jordan, Ron Conway, Bob Pittman, etc.

100 employees; 35 on development team

99.99% Scalable architecture, processing millions of transactions with 99.99% uptime over last 5 years

Payment system reliability levels, with 4 patents issued for technology

10,000+ Merchants use TrialPay’s payment platform

2,000+ Advertisers acquire customers through TrialPay’s CPA platform


Transactional Advertising at Scale

Our merchants and traffic partners represent

hundreds of millions of shoppers, with hundreds

of billions of dollars in spend

We have special access to these shoppers and

knowledge of their interests, and are in a unique

position to influence their spend

Our advertising partners spend

tens of billions annually to influence

these shoppers

We are in a unique position to

capture their spend

100s of millions

of active users

750 million

active users

1 billion

downloads / year

170 million

active users


Facebook Credits: The Virtual Currency of Facebook Games

TrialPay Powers Facebook’s Earn Credits Platform

Reach millions of social gamers through targeted, impactful promotions


Premium Options: DealSpot

Upper funnel placement

Access every customer who plays a game


Example: E-Commerce

Fandango gives away free movie tickets when users complete an offer from TrialPay


Examples: Software

Software merchants offer the premium version of their product for free when users complete an offer

Technology

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