Globally Speaking – Trends and Numbers

1. Kids Presentation
Michael Cai, SVP of Research, Interpret

2. Who Are We?
2
Theatrical/DVD/
TV
Advertising/Me
diaPlanning
Video Games

3. Gamer
Physical
Media Download
Portable
Games
Connected
Consoles
Online
Casual
Gaming
Download
PC Games
(Steam,
etc.)Social
Network
Gaming
Sub-based
MMO
Free 2
Play MMO
Virtual
Worlds
Smart
Phone
Apps
iPad and
Tablet
GameByte™ Overview

5. 31 Million
Retail Console Gamers
17 Million
Smartphone Gamers
14 Million
Tablet Gamers
18 Million
Free-to-Play PC Gamers

7. 7
What Gaming Device Do You Like Most?
PS3: 11%
Wii: 13%
Computer: 15%
Xbox 360: 16%
Tablet: 17%

8. Percent of Kids Who Own Their Gaming Tablet
Among Parents of Kids Gamers Who Play On Each Device (Base Varies)
8
36%
49%
43%
28% 30%
19%
28%
3%
10%
27%
US UK FR DE AU
Android Tablet iPad

9. 45%
21%
25%
40%
58%
36%
20%
33% 34%
38%
23%
11%
4%
30%
19% 17%
8%
29%
21%
27%
UK FR DE US AU CN JP KR RU BR
Full-Game Downloads
In-Game Items
Conversion Rate for Each Type of Mobile Purchases
Conversion Rates for Kids Mobile Games
• Parents are willing to spend $10-20 for quality tablet games.
• Overwhelming preference for full-gam downloads.

10. Top Kids F2P/MMO PC Games
10
Aware Ever
Played
Club Penguin
Moshi Monsters
Webkinz
Bin Weevils
Dofus
Habbo
World of Warcraft
Poptropica
FIFA Online 2 World of Tanks
Counter Strike Online
MapleStory
Lineage
Vegemon Farm
Chocotto Land
Wizard 101
Movie Star Planet
Kartrider

11. 14%
20%
7%
4%
15% 13% 12%
28%
19% 18%
30%
23%
11%
4%
31%
12%
18%
38%
31% 31%
US UK FR DE AU CN JP KR RU BR
Premium Memberships
In-Game Items
Conversion Rates for Kids F2P Games
11
Paid Conversion Rate

12. Top F2P Spending Drivers for Kids
12
• Korean and US kids are especially driven by character customization.
• Japanese kids are very unmotivated by this.
Character Customization
Special Item Only Available with Real Money
Finished All Free Content
Special Item Hard to Earn without Spending Money
Want Content Exclusive to Premium Membership

13. 8.6
7.2 8.3 7.6
13.3
5
10
15
Smart Toys – Skylanders
Among Total Respondents
20% 19%
11%
19% 19%
UK FR DE US AU
% Own Skylanders Toys
Mean # of Skylanders
Toys Owned
(Among owners)
13
% Aware of Skylanders
41%
32%
19%
36%
47%

14. Interest in Smart Toy IPs Among US Kids
% Selected 5/4 On a 5-Point Interest Scale; Among Total Respondents#
55%
51%
40%
39%
37%
37%
34%
32%
32%
30%
29%
28%
24%
14
Mario, Link, other Nintendo characters
Disney Infinity
Avengers characters
Star Wars characters
Batman characters
Harry Potter characters
X-Men characters
Pokemon Rumble U
American Girl doll characters
Barbie characters
Moshi Monsters characters
Skylanders
Rayman/Rabbids characters
$1.5B
300K Units in 2w

15. Contact Info
Yuanzhe (Michael) Cai
蔡元喆
SVP of Research, Games and Technology
Interpret, LLC
227 Broadway
Suite 300
Santa Monica, CA 90401
michael.cai@interpretllc.com
P: 310.255.0590 x343
GVoice: 214-9379866
F: 310.255.0591
www.interpretllc.com
Twitter: @InterpretLLC |@InterpretData