BrandBoost™ is a unique advertising platform that enables consumers to unlock premium game content by engaging with brand advertising. BrandBoost is based on this concept of value exchange advertising: by choosing to engage with a brand, consumers get access to game content that they would otherwise have to pay for. BrandBoost works across all types of online game content and manifests itself differently based on the content type and the associated business model.

1. BrandBoost TM March 2010

4. The BrandBoost™ platform is leveraged by leading advertisers who want to engage gamers in a way that is invitational and adds value to the game experience Confidential Premium Brands for Premium Sites The results advertisers see from this method of advertising far exceed results from other online advertising models and as a result they are willing to pay a premium over standard display advertising

7. Confidential Players see the sponsored item promotion featuring, for example, wearables, power-ups, etc., and can click through for more information. How It Works Sponsored Items

8. Confidential Players see the item description and can opt-in to the sponsorship messaging to unlock the item, or go back to the game. The first two ad placements appear in the form of a “brought to you by” logo and 728x90. How It Works Sponsored Items

9. Confidential Players view a custom rich media experience (typically video) for a minimum of 30 seconds Once loading button switches to “continue” players can navigate back to the game. How It Works Sponsored Items

10. Confidential Players receive confirmation that the item has been unlocked and view the last of the sponsor creative. How It Works Sponsored Items

11. How It Works Sponsored Sessions – Downloadable Games Players are given the option of playing a free session of the full-version game, or purchasing the game at its retail value. The first two ad placements appear in the form of a “brought to you by” logo and 728x90.

12. Once loading button switches to “continue” players can continue on to the game without any interruptive advertising. Players view a custom rich media experience (typically video) for a minimum of 30 seconds How It Works Sponsored Sessions – Downloadable Games

13. After players close the game session, the “thank you” page is shown giving them the opportunity to purchase, rate and/or review the game as well as view the last of the sponsor creative. How It Works Sponsored Sessions – Downloadable Games