Social Gaming and Interactive TV

1. iMedia Breakthrough Summit March 11, 2011 Mark Kroese General Manager, Advertising Business Group, Interactive Entertainment Business The Future of Social Gaming and Interactive TV

2. Television Advertising Evolved

3. Breakthrough

4. Old Rules of Engagement No Longer Apply Hard to reach consumers Lack of attention Multitasking

5. Advertising In A Digital, Multi Screen World… Connected. Personal. Social.

6. …Requires New Rules of Engagement Invite, Don’t Interrupt Invite, Don’t Interrupt Provide Relevant Content Provide Relevant Content Exchange Value Exchange Value Enable Social Experiences Enable Social Experiences Create Natural Interactivity Create Natural Interactivity

7. Invite, Don’t Interrupt

8. Provide Relevant Content

9. Develop Value Exchange

10. Enable Social Experiences

11. Create Natural Interactivity

12. 12 1.4M The campaign was one of the best performing campaigns in Xbox LIVE history. 125K 52% 42% 38% 10% Voted for favorite Avatar costume Downloaded a gamer pic Viewed Reese’s commercial Downloaded Reese’s theme pack Click through rate Total contest participants A Sweet Story For Reese’s And Xbox

13. Best Of TV And The Web games. movies. music. tv. social… THE CENTER OF THE LIVING ROOM netflix. last fm. twitter.facebook + more.

14. Call To Action And Benefits Raise Your Expectations Raise Your Expectations Experiment Experiment Seize the Moment Seize the Moment

15. Thank You!