Ray Flame Entertainment is an online MMO-browser game publisher located in Los Angeles, California with branches in China. Our current titles are Lords and Evil, Heroes of Gaia, Heroes of Kung Fu and etc.

1. WWW.WEBMMO.COM
A Company Introduction for Ray Flame Entertainment.
Oct. 2009
1

2. Content
‐ Who Are We
‐ Our Games
‐C
Company Positioning & Competitive Advantages
P iti i & C titi Ad t
‐ Marketing Plan & Gamers Retention Plan
‐ Billing & Payment System
‐ We Can Make A Difference
2

3. Who Are We?
Ray Flame Entertainment was
y Online Game Publishing
founded in Nov. 2007, a U.S. based
Massively Multiplayer Online Games
(MMOG s) publisher focused on
(MMOG’s) publisher focused on Virtual Economy
bringing high quality Asian and
European game titles (MMORPG /
Casual / Browser) to the North In Game Advertising
American Market. We have
subsidiary office in Beijing, China.
Consulting Services
3

4. 4

5. Our Games
‐Current
‐ Upcoming
p g
‐ On the Pipeline
p
‐ LOE Facebook HC iPhone CS MMORPG Game
5

6. Our Major Game Licensing Partners
‐Shanda Interactive Entertainment
‐Snail Game
‐Shanghai Chenlu
g
‐U i
Unique Games
G
‐ BigPoint
g
6

7. Game Title: Lords of Evil / Award: IGN/Fileplanet.com Editor’s Pick
Website: http://lord.webmmo.com
Category: Fantasy
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.
p y,
Features: Guild System, Stronghold Battle, Unique Building and Army Development
7

8. Game Title: The Legacy of Holy Castle
Website: http://holy.webmmo.com
Category: Medieval
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.
p y,
Features: Special Heroes, Building Development, 2D Map, Battle Formations
8

9. Game Title: Heroes of Gaia
Website: http://hog.webmmo.com
Category: Middle Earth Fantasy
Target Audience: Age 15‐34 online gamers.
Revenue Model: Free to play, Micro‐transaction.
Features: Animation Battles, Tasks for Heroes, unique level‐up system.
9

10. 10

11. Why Us?
Publishing a game title in China /
Korea is totally different from Culture Differences
publishing the game in the U.S.
Distribution
A successful game in China / Korea Channels
≠
It will succeed in the North
American Market
Marketing Channels
?
What about the billing system,
payment solutions and charge back
problems
11

12. Company Positioning
‐Be a leading game licenser/publisher/operator for Asian / European games in
gg /p / p / p g
the U.S. and other overseas markets.
‐Help Asian games, especially games in China and Korea, on globalization,
localization, market entry and market campaign with a focus on U.S. market.
‐Capitalize on virtual economy and virtual item secondary markets.
‐Synergize in game activities/advertising with traditional industries.
‐Bridge big budget gaming companies and studios with low cost
development centers in Asia.
d l
12

13. Competitive Advantages
Comparing to US Game Companies
US Companies
US C i Ray Flame Entertainment
R Fl E t t i t
Traditional Model
Free to Play Model
Monthly Fee ($15‐20/month)
High Cost in Dev. & Operation
(15M R&D, 10M Promotion & Operation) Low Cost License & Operation
Language & Cross Border Synergy
Cultural Barriers
Big Players Slower Time to Market
to Market
13

14. Competitive Advantages
Comparing to Korean/Chinese Companies
Korean/Chinese
Companies Ray Flame Entertainment
R Fl E t t i t
Lack of Access and understanding Bi-lingual,, Access to both
of both markets booming markets
Cross cultural, Superior
Sloppy Translation or Localization
Localization Strategies
Limited local presence or channel Marketing, Distribution and
partnership Media partnerships
Superior Game Selection &
Strong Negotiation
Mediocre Games Selection
Capabilities
14

15. Key Success Factors
Five Keys to Succeed
• Team members with combined 10+ years online game operating/publishing experience
from China, Korea and U.S.
• Developed 300,000 registered gamers in 4 months
• Access to database of over 6 million US gamers
• Access to multiple games from China, Korea and Germany, solid game selection and
negotiation techniques . Partners with Shanda Interactive Entertainment now.
• Extensive experiences with PR, marketing, distribution and media relations
• Extensive working experiences/relationships with billing system providers payment
Extensive working experiences/relationships with billing system providers, payment
solution vendors and anti‐fraud system providers
15

16. Previous Success Case : MMO‐
Previous Success Case : MMO‐Client
Webmmo.com is focusing on MMO browser games but Ray Flame
Entertainment s founding partners actually launched the another
Entertainment’s founding partners actually launched the another
Chinese MMORPG game – World of Kung Fu successfully in 2008.
16

17. 17

18. Marketing Plan
‐ Ad Purchasing (Media Partners, Google Adwords, and etc.)
‐Co publishing with other world famous online publishers
Co‐publishing with other world‐famous online publishers
‐Partnership with game portals, download sites, etc
‐Partnership with media companies
‐Creative PR exposures: press releases, PR campaigns & events
‐Utilize gamers community, social networking sites
‐Gamers reviews, bulletin board, forums
Gamers reviews bulletin board forums
‐Contests, events, promotions
‐Search engine optimization
‐Campus campaigns, retail channels
‐1 Million gamer database
‐ Others
18

19. U.S. Media Partner (General Community)
19

20. U.S. Media Partners (Chinese Community)
• Chinese American TV Stations
• Chinese American Radio Stations
• Chinese American Newspapers
• Online Media, Websites, Portals that target Chinese Community
• Chinese Language Schools
• Chinese Art Design / Music Schools
• Chinese American Organizations / Associations
• Chinese American Event Management Companies
20

21. Community Building and Gamer Retention Plan
‐Refer a friend program
‐ Competition Events
‐ Seasonal Events
‐ Weekly Newsletter
‐ Forum
‐ Blogging
‐ Player Ranking
‐ Contest
21

22. 22

23. Billing System / Payment Solutions –
Billing System / Payment Solutions – We Know Them All!
‐Gamers need to have an account
‐Credit Card
‐Pre paid Card
Pre‐paid Card
‐Free‐to‐Gamer (CPA model)
‐Anti – Fraud System
‐Others
23

24. 24

25. Marketing and Branding
‐ All Marketing campaigns, Advertisings, Events management during
All Marketing campaigns Advertisings Events management during
CB, OB and Official launch
Service Offering
Search Engine Campaign Database
Press Release Game Reviews Optimization Management Marketing
Forum
F Marketing Community
Media Buy Offline Events
Promotion Intelligence Building
Confidential Information 2009/11/4 25

26. Localization Methodology
USA / Korea / Japan
‐ Looking for seed funding of $1.5M
Korea USA Japan
‐ Willing to give up 15‐20% shares
Power Distance 60 40 54
Individualism 18 91 46
Masculinity (Function Based) 39 62 95
Uncertainty Avoidance (Rule) 85 46 92
By Geert Hofstede, PhD
High Low
Masculinity Limited number of selection Various selection
Goal-oriented navigation Relation-oriented navigation
Functional images Decorative images
Uncertainty Limited amount of contents per Page with long scroll
Avoidance page Abstract images
Everyday and concrete image
Repetitive expression
R titi i
26

27. Localization Process
• Early stage user and context research
Select games and developers
‐ Looking for seed funding of $1.5M • Game acceptance research
• Competitive game test
‐ Willing to give up 15‐20% shares
• UI Inspection
Define localization issues • Game test & observation
• In depth interviews
In‐depth interviews
Decide the level of localization
Develop localized version
Closed Open Official Billing
Beta Beta Launch
• Continuous UI enhancement
• Website IA
• Billing process implementation
Q.A. Testing
Q A Testing
27

28. Translation Improvement
‐ In‐game translation
‐ Storyline mock‐up
‐ Gamer’s guild / FAQ improvement
‐ Language – errors inside the code
Language
‐ Chatting room filtering system
‐ Others
28

29. Others
‐ Other Marketing Campaigns / Promotions
‐ Payment Solutions Selection / Comparison / Introduction
‐ Billing System Integrations
‐ Media Partner Connection
‐ Anti‐Fraud Issues
‐ Trademark Registration
‐ Legal Issues
‐ Customer Services
‐ Etc.
29

30. 30