1. Going Social − One Company’s Perspective PopCap Games, Inc.

3. PopCap & Social – Current Status

4. Going Social – Our Perspectives & Learning

5. Closing Thoughts – Is This Relevant for You?PopCap Confidential

7. Consistent, organic, profitable growth worldwide

8. Multiple enduring franchises

9. Bejeweled, Zuma, Bookworm, Peggle,Plants vs. Zombies, Chuzzle, Mystery P.I. Hidden Object Series

10. Across multiple platforms

11. PC/Mac, web, mobile, social, console, iPod, iPhone, iPad, handhelds, in-flight, casino

12. Reach the massesPopCap Confidential

13. PopCap Games, Inc.− Worldwide Vancouver, Canada Game Studio Tokyo, Japan Local Office Dublin, Ireland EMEA Operations Game Studio Seattle, USA WW Headquarters Seoul, S. Korea Local Office London, England Local Office Chicago, IL, USA Game Studio Shanghai, China APAC Operations Game Studio San Carlos, CA USA Game Studio PopCap Confidential

14. Enduring Franchises

15. Across All Platforms 80% Digital vs. 20% Retail

16. Reach the Masses Games installedsince 2000 1 Billion+ Unique Players Since 2000 500M+ Current Active Players 50M+

17. Striving for Leadership− Across all digital platforms Per CasualCharts.com, download games1Q-3Q 2010 #1 PC/Mac Per AppleAppStore, cumulative weeks in iPhone top sellers 2Q 2010 Top 5 Smart Phone Per AppData.com, leading DAU Facebook games on 6-Nov-2010 Top 5 Social Per NPD, for Nintendo DS in Family Entertainment at Retail USA 1H 2010 Top 3 on Handheld/Retail

18. Game Industry Transition− The most disruptive shift in the digital era 2007 Asia Online Game IPOs 2009 Asia Online Online “Carves” 2007 – 2008 W. Console M&A  from Dec. 04 % Mkt. Cap + 322% + $66 Asia Online Games Western Console –37% –$5 NASDAQ + 9% US Media –20% –$60 ___________________________ Index composition: US Media: Disney, Time Warner/Time Warner Cable/AOL, News Corp. and CBS/Viacom; Western Console: EA, Activision, Ubisoft, Take-2, THQ, Midway and Atari; Asia Online: Korea – NHN, NCsoft, Neowiz/Neowiz Games, CJ Internet, Webzen and Gungho; China – Tencent, NetEase, Shanda/Shanda Games, The9, Sohu/ChangYou, Perfect World, Giant, Kingsoft, NetDragon, GigaMedia and CDC; Japan – Gree, DeNA, mixi and CyberAgent.

19. Strive for Leadership− Across all key platforms Top Retail Game Publishers (NPD Family Entertainment, 07-09) Top Facebook Games (Sept ’10)

20. PopCap & Social Current Status

22. PopCap & Social− Bejeweled Blitz on Facebook *Statistics per AppData, 6-Nov-2010

24. Zuma Blitz for Facebook rolled-out during Nov-2010

25. Additional Social Platforms

26. Beyond Facebook, adapt to others if massive reach

27. Localization and Local Market Offering

28. Europe: Gradual roll-out of localized Facebook services

29. Korea: NCsoft and PopCap strategic partnership

30. Japan: Taito and PopCap strategic partnershipPopCap Confidential

31. Going Social Some Of Our Perspectives & Learning

33. Multi-platform Franchises

34. Benefits & Challenges with this strategy

35. Operating Games as a Service

36. Earning MoneyPopCap Confidential

38. Reinvent for the platform (play with friends)

39. Reinvent for player mindset (short time bursts)

40. Create with a small passionate team

41. Apply our roots in free-to-play

42. Focus on fun and reachPopCap Confidential

43. Going Social− Great Games Matter Bejeweled Blitz Games Played Per Month 3 Billion+ Share of PopCap Currency Orders that are Re-orders > 80% 3Q10 DAU ∆ for Bejeweled Blitz vs. Others in Top 10 +39% vs. -4%

45. Bejeweled 2 PC/Mac units increased > 100% 1Q10 vs. 1Q09

46. Bejeweled 2 iPhone increased > 50% month after Blitz

47. Bejeweled Twist DS a Top 3 USA retail performer 1H10

48. Smart phones are social devices

49. Approx 15% of Bejeweled Blitz play is from an iPhone

50. Demographic consistency across platform

51. Approx 60% of Bejeweled Blitz fans are femalePopCap Confidential

53. Practically impossible to keep in synch

54. Native implementations in Flash vs. iOS vs. PC

55. Service Operations for Multiple Clients

56. Differences in latency, data capacity, etc. by client platform

57. Service Operations for Multiple SNS Platforms

58. Currently, we’re only supporting Facebook

59. If that changes, another complexity / cost for this strategyPopCap Confidential

61. Play Bejeweled (including social) wherever they are

62. Not always possible

63. Business model conflicts across platforms

64. iPhone: Importance of being listed in Top 25

65. So… bundled Bejeweled Blitz with Bejeweled 2

66. PC Download/Retail: Customary $15 - $20 one-time sale

67. So… bundled Bejeweled virtual currency with PC BlitzPopCap Confidential

69. Players expect new features regularly

70. Not every player is the same; need segmented UX

71. Marketing Everyday vs. A Market Launch

72. Platform Engineers ≠ Game Engineers

73. Facebook changes, too

74. Unique opportunities afforded

75. Always connected to your players (& them to you)

76. Many customer-friendly ways to earn moneyPopCap Confidential

77. Going Social− Games as a Service Gems Exploded Per Day 12Billion+ Database queries per day 80M+ Total Users to Support 35M+

79. Focus on player reach and engagement

80. First revenue for Bejeweled Blitz: 15 months post launch

81. Price of admission to “fun” remains “free”

82. < 5% pay directly; indirect for others (e.g. ads, cross-sells)

83. Easy payment more important than margin

84. Facebook Credits works

85. Stats to focus on: DAU, DAU/MAU, $/DAU

86. Engagement rate over time correlates to lifetime ARPUPopCap Confidential

87. Going Social− Earning Money Bejeweled Blitz ARPU for 35+ year olds vs. all others 2X ARPU for Females vs. Males 1X ARPU for Australia vs. Canada 140% ARPU for UK vs. USA 102%

88. Closing Thoughts Our Perspectives May or May Not Apply!

90. Flexibility to try new platforms / models

91. Risky time for incumbents

92. See “Innovator’s Dilemma”PopCap Confidential

94. Thus far, more successes with social-specific

95. Though, in time, all big brands will incorporate social

96. A Short-term Hit vs. An Enduring Brand

97. Fun and money in both approaches

98. License to Aggregator vs. Operate Your Service

99. Smaller developers may choose to partner

100. Community aggregation accompanies market consolidationPopCap Confidential

101. Thank You! dennis@popcap.com PopCap Confidential