Sulake Corporation Strictly confidential legally protected and privileged information

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Worlds Leading Virtual Worldand Online
Community for Teens
Sulake Corporation Strictly confidential
legally protected and privileged information
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• Introduction
• Mark Stockx
• Country Manager TTG Sulake
• Daarvoor
• MTV Networks, Universal Music, SONY BMG, BMG
• In Habbo Flea!

Nima The Case - advertising in a virtual world
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Worlds leading teen community
12,1 million unique visitors 132 million
total registered Habbo characters
Habbos world presence
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Key Stats the Netherlands
14,5 (overall 12-18)
48/52
2,2 x per day
3 pm - 9 pm, weekends
40 minutes average
Most important reason to go Meet friends and
new friends
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Habbo is a place where users can

• Express themselves by
• playing and chatting with friends
• choosing different character styles and clothes
• decorating your room
• customizing your homepage
• creating and managing groups
• arranging activities (e.g., parties)
• The key to Habbo is social interactivity
• Meeting other Habbos and having fun together!

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Top teen interest the Netherlands
Most Popular Net Services
Most Popular Offline
figures Global Habbo Youth Survey 2008
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Habbo Market Position
Communication
MSN Messenger
Identitycreation
MySpace
Neopets
World of Warcraft
MMO Gaming
Music Entertainment
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Advertising in
Advertising in social communities
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Virtual Worlds and Social Networking - Part of
(Young) Consumers Everyday Life

• Social networks, virtual worlds are changing
  consumer behavior and shaping new trends
• Methods of engaging with consumers are changing
  fast
• Learning by participation

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Social Networking Ad Spending

• Social networking is extremely popular with
  teenagers and ad spending has accelerated rapidly
  in this space

Source eMarketer, Worldwide Online Social
Network Advertising Spending, 2006-2011
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Key Market Trends

• Growth and acceptance of virtual worlds into the
  mainstream
• Popularity of social networking and social gaming
  
• Growth of in-game online advertising market
• Mobile ease of buying and using apps, flat data
  plans
• Virtual worlds, online games, social
  networkingNo longer just fun games- but
  platforms of communication and extensions of
  social life

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Succesfull advertising in social worlds Habbo

• Best result when theres fit with the Habbo
  concept
• fun
• self-expression
• creativity
• friendship
• Add value to the game content provider
• Use Habbos social currency
• Create participation
• Dare
• Stimulate viral effect

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Habbo.nl Best Campaigns
N 10.000
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Why did you enjoy it?
84 say its great or ok to have advertising
related content in Habbo
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59 of the users say they often or sometimes
Tell their friends about promotions in Habbo
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Not just the top of the iceberg...
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Virtual items (furniture with brand name) are
rated as the best campaign element (36)
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Ad Sales Campaigns - ING EK

• ING EK Voetbal
• Campagne concept vier het EK in Habbo met
  sponsor van het Nederlands elftal ING
• Periode May 27 July 5, 2008
• Campaign elementsgroups,
• competitions, branded furni, vip vistis,
• branden room

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Ad Sales Campaigns - ING EK
Branded room
User generated content
Branded furni
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Ad Sales campaign O.B.

• O.B. campaign brand awareness in target group,
  increase talkability
• Campagne concept the O.B. Pyjama Party
• Periode Dec-Jan
• Campaign elementsgroups, targeted consule
  message, sponsored room
• competitions, branded furni,

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Ad Sales campaign O.B.
Grouppage
Branded furni
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Global / Local Campaigns initiated by Habbo

• Habbo Love the Earth is an environmental themed
  campaign situated around Easter and is about
  good-will and activating users. Our aim is to
  raise awareness on nature related issues.
• Primary tagline Love the earth, love your
  friends
• Secondary tagline Plant a tree for your friends
• Campaign elements
• Nature Quest
• Plant a tree for your friends
• Leave your green mark

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Ongoing campaigns - Overheid Denk Vooruit
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Concluding

• Fit with key drivers of the social community
• Use social currency
• Stimulate participation interact
• Be a facilitator

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Questions?
For more info contact Mark Stockx - Country
manager Habbo mark.stockx_at_sulake.com - 06 - 306
11 549
Sulake Corporation Strictly confidential
legally protected and privileged information
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