Moblyng

Company Introduction
Moblyng’s goal

Moblyng’s goal is to be the leading

worldwide developer & publisher of social
games for smartphones

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Moblyng at a glance

Located in Redwood City, CA

Staff of 18
$7.7M of funding from Mohr Davidow Ventures and DeepFork Capital
Over 20 live game SKUs across iPhone, Android, Nokia, Pre and
Facebook
750,000 game downloads in 4 months
Over 25,000 daily active users
Leading social game developer for Android, Nokia s60 and Palm Pre

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There is a proven model for success in social games

On the web, companies like Zynga and Playdom demonstrate a

proven model for success:

Reach maximum audience: Facebook & Open Social

Catalog of proven titles: X-wars, poker, virtual worlds, puzzles
Early to market: Zynga/Facebook, Playdom/Myspace
Proven monetization: Virtual goods

The smartphone market presents new challenges for social game

developers

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Mobile is more than iPhone: The mobile market is fragmented

Mobile Operating System

(worldwide market share)

13% 2% 19% 51% 9% <1%

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20 + Android phones coming online in 2009/2010

Carriers: Handset Manufacturers:

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Smartphone market: Big opportunities- right now!

425 million smartphones sold annually worldwide by 2015

Estimated global smartphone market as 900 million users by 2015

Projected Smartphone Users and Sales (in Millions)

1000

900

800

700

600

500

400

300

200

100

0
2008A 2009E 2010E 2100E 2012E 2013E 2014E 2105E

Smartphone Users Smartphone Unit Sales

Sources: Juniper Research, Credit Suisse, Gartner

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Smartphone application market: Games #1 application category

Mobile application market to 20 BILLION annual downloads by 2014

Mobile application market to reach $25 Billion by 2014
Games #1 mobile application category, Entertainment #2

Top iPhone App Categories: # of Titles

Sources: Juniper Research, Admob, MobClix

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Moblyng technology platform: Build full-featured, native mobile
games using JavaScript / HTML / CSS

mobile JavaScript Web pages

Facebook
Connect OpenSocial

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How the Moblyng platform works

Mobile OS
•Contacts- Address
Book
•Photos
SHELL API •Vibration
HTML
•Camera
MOSS •Sounds - music
(Handset specific) •Calendar
CSS •GPS
JavaScript
•Accelerometer
•Radio
•Gesture Support
Images
•Socket Layer
Support
•Performance
Caching

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Maximum Reach: Write once and roll out to all mobile platforms
iPhone
Android
Nokia

Palm

RIM
SHELL API
OMS
HTML

Moblyng OS Windows Mobile

Shell CSS
JavaScript

Images

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A catalog of proven game titles

The Moblyng platform supports most

popular genres of social games:

Completed Moblyng game engines:

Role-playing games (RPG’s) and MMOG’s
Card and casino games
Puzzle / word / quiz / board games

Game engine in development:

2D / 2.5D virtual worlds (Town, Farm, etc.)

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Early to new platforms: More games, more platforms, less time

Feb Mar April May Jun Jul Aug Sept

m:Poker Live

m:Vampire

m:Mafia

Dungeon Quest

Poker Dice

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Marketing mobile games: Moblyng has a sustained advantage

Display and rank in application stores is main driver of sales

Early deployment and cross-promotion of a large catalog of games is proven to drive store rankings
Moblyng gets a new opportunity with every new App Store, Platform and Handset

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Proven results from early deployment of titles

Platform Addressable Moblyng Days on Market

Market Installs Market Penetration
1,500,000 160,000 90 10.7%

750,000 72,000 40 9.6%

5800 XpressMusic

350,000 20,000 20 5.7%

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Weave a rug or open a Moblyng factory?

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Moblyng game engines + platform = A game factory with massive scale

4 game engines: RPG, Card / Casino, Board / Puzzle,

E Virtual World

5 titles per engine: Mafia, Vampire, Poker, Blackjack,

Boggle, Scrabble, Farm, Garden

4 localized versions per title: English, Spanish, Mandarin,

L German, French, etc.

5+ platforms: iPhone, Android, Pre, Nokia, Facebook, RIM,

P
Windows Mobile, Open Social

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 1 engine

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 1 engine x 5 titles

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 1 engine x 5 titles x 4 languages

L L L L
L L L L
E L L L L
L L L L
T L L L L

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 1 engine x 5 titles x 4 languages x 5 mobile platforms

P P P P P P P P P P
P P P P P P P P P P
P P P P P P P P P P
L L L L
P P P P P P P P P P
L L L L
P P P P P P P P P P
E L L L L
P P P P P P P P P P
L L L L
P P P P P P P P P P
T L L L L
P P P P P P P P P P
P P P P P P P P P P
P P P P P P P P P P
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= 100 games

G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
G G G G G G G G G G
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4 engines

E
E
E
E

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4 engines = 400 games

E
E
E
E

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Proven monetization through virtual goods

Rapid, low-cost development and smart app store marketing drive early adoption
In-game virtual goods sales maximize revenue

M:Mafia Android P/L

$1,000

$900

$800 Ads and PR to

lift store rank
$700

$600

$500
Introduce Cross Tune to maximize
$400
Promotion and Revenue
$300 Payments

$200

$100

$-

6/6/09 7/4/09 8/1/098/8/09 9/5/09

6/13/09
6/20/09
6/27/09 7/11/09
7/18/09
7/25/09 8/15/09
8/22/09
8/29/09 9/12/09

Marketing / Ops Costs Revenue

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Monetizing mobile games: The Moblyng model scales

Moblyng can clone and/or localize dozens of successful titles across multiple platforms
Revenue scales with number of titles AND overall growth in smartphone market

Moblyng Game Model- Per SKU

# of SKUs 1 10 25 50
Active Users 85,410 854,100 2,135,250 4,270,500
% Users Active Daily 9% 9% 9% 9%
Avg Daily Active Users 7,687 76,869 192,173 384,345
Daily Active Conversion to Paid 0.9% 0.9% 0.9% 0.9%
Daily Paid Users 69 692 1,730 3,459
Avg Ticket per Paying User $4.80 $4.80 $4.80 $4.80
Daily Revenue $332 $3,321 $8,302 $16,604
Monthly Revenue $9,962 $99,622 $249,056 $498,111
Monthly ARPU $0.12 $0.12 $0.12 $0.12
Annual ARPU $1.40 $1.40 $1.40 $1.40
Annual Revenue (gross) $119,547 $1,195,467 $2,988,667 $5,977,333

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Moblyng 3-year projection

2010 2011 2012

Game Titles (EOY) 55 135 237
Employees (EOY) 30 60 150
Revenue($000's) $ 3,904 $ 15,018 $ 45,291
P/L ($000's) $ (1,276) $ 3,738 $ 13,711

Moblyng 3-Yr Projection (in $000's)

$50,000

$40,000

$30,000

$20,000

$10,000

$-
2010 2011 2012

$(10,000)

Revenue($000's) P/L ($000's)

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Competition: Moblyng has the competitive advantage on mobile

More games, more platforms, less time

Moblyng has 18 mobile apps in 4 months. Zynga, Playdom, Playfish have 6 apps in 12
months- combined
Mobylng is the first mobile social game developer with titles on Android, WebOS, Nokia

Web iPhone Android Nokia WebOs RIM

Moblyng
X X X X X X
(Q409)
Zynga
X X
Playdom
X X
Playfish
X X
SGN
X X
Ngmoco
X
Storm8
X

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Moblyng will be the leader in social games for smartphones

Reach maximum audience: Moblyng platform

overcomes mobile market fragmentation

Catalog of proven titles: Moblyng social game engines

Early to market: First social games on Android, Pre,

Nokia

Proven monetization: In-game virtual good sales

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Contact

Stewart Putney, CEO and Founder

Stewart@moblyng.com
650.387.9126 M

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