DeNA proposal

1. 1
Build Future With DeNA
September 16th
, 2011
Tetsuya Mori
Managing Director
DeNA Asia Pacific Holdings

2. 2
 Many more women in ao dai on motorbike than today
 Cows walking on a highway from Noi Bai airport to Hanoi
 Sun Wah Tower was the most prestigious office building
 Large scale shopping mall just emerging
 Bryan Pelz still working at VinaGame
 Henry Nguyen @IDG still enjoying a single life
First Time in Viet Nam, 3 Years Ago I saw
Lots of changes since then…..

3. 3
 Substantial headroom for economic growth 
 ‘Tomorrow is better than today’
 Great Vietnamese food 
 So Vo Women rule
VN Index around 400-500 
 Great entrepreneur spirit 
3 Years Later, Still Don’t Change

4. 4
Vietnam Hidden Gem
 The most developed Internet ecosystem in South East Asia
- The largest Internet company in SEA - VNG
- The largest E-commerce company in SEA - Vatgia.com
- Several 1000+ employee companies supporting ecosystem
 One of the best mobile infrastructure in Asia
- Ubiquitous mobile broadband 3G+Wifi
 Substantially large pool of young and hungry engineers
 Silicon Valley like startup mentality
 Internet savvy consumers
DeNA strongly believes the future prospect of Viet Nam
We wants to assist Viet Nam gaming ecosystem to grow

5. 5
DeNA – About us
 World’s largest mobile game publisher from Japan
Founded 1999 by female founder Tomoko Namba
Listed TSE 2005 (stock ticker 2432)
Known as ‘Mobage’ gaming brand
– Publish in-house developed games and 3rd
party games
– Publish and distribute games through mobile handsets
– Publish primarily inside Japan
2010 Revenue $1.4B, Ops margin 50%
– Almost all revenue from Japan in the past
User reach – 30 million or 25% of Japanese population
20% of Japan’s Internet Traffic
Market Cap $5.3B

6. 66
DeNA – Growing Fast
Net Revenues Ordinary Income(Profit before tax)
*Blue means actual data, Light blue means estimated data as of the end of July, 2011. Currency converted with the
exchange rate 1USD = 80JPY.
(Million USD) (Million USD)
80
170
371
470
600
23
57
159
201
269
1409 703
887*
(6 months)
406*
(6 months)

7. 7
① Social Game ■Japanese social gaming market( Forecast)
（ 100M ）
※Source: Seed Planning , Inc. report
■Estimated Japanese social gaming market (fiscal year)
2009 ： 30 billion Yen
2010 ： 150 billion Yen
2014 ： 251 billion Yen
② Mobage openplatform
- 2009 3Q Start social gaming business
- Jan. 2010 Open platform for 3rd
developers
- As of the end of Mar. 2011
Social gaming network ： 317 developers
： 869 games
- Game-related revenue 1Q of 2011: 24 billion Yen
■Mobage game-related revenue
Mobage started Social Games just 1 ½ years ago!
The social gaming market emerged in just two years.
3rd
developers who joined us at an early stage have
proven to be todays top earners.
The market has recently gotten a lot more competitive
because of the entrance of console game giants.
In 2010 DeNA had a 60% of the Market Share
Social Game Market grew exponentially in the last 2 years

8. 88
ARPU Comparison
* Sum of the sales during July 2010 & June 2011 ** Sales figures of facebook are from the web search as of 2010.
*** Source : SEC S-1 Filling Zynga’s ARPU is the average during Jan-March 2011. DeNA’s ARPU is as of June 2011.
Even higher ARPU recorded by Active User basis
DeNA
Business
domain
Social
graph
Devices
Virtual
Real
—
Predomi-
nately
mobile
Predomi-
nately
PCs
SNS
games
SNS
Games
No strong virtual communities
overseas to serve as game
platforms
Chaotic
competition for
smart phones
Sales ARPU
$1.5 billion
$1–2 billion**
$0.6 billion***
x 30**
x 18***
$1.4 billion*
DeNA has already achieved world
top-class status in sales, and
ARPU is absolutely No.1
Predomi-
nately
PCs
Of which, SNS/game-related:

9. 9
Smartphone penetration （ o,ooo shipments ） （ Ratio ）
※Source: MM Research Institute , Ltd. report
■Estimated Smartphone shipments in Japan
2011: 21.85 M （ Penetration rate: 19.9% ）
2015: 60.35 M （ Penetration rate: 51.0% ）
■ Android
Sold by 3 big carriers.
Getting popular by supporting
traditional feature phone features such
as mobile wallet (NFC), infrared, One
Seg.
*Example image is ” GALAXY S ”Ⅱ
■ iPhone
Sold by SoftBank only.
Smash hit due to excellent UI
and ample content-rich
applications.
*Example image is ”iPhone White”.
In April 2011, Smartphone shipments
already reached 46.2% of all mobile shipments
(Source: BCN ranking)
Smarthphone penerates Japan much faster than any prediction

10. 1010
DeNA + ngmoco Global Strategy
Smartphones SNS Social games
× ×
(iPhone, Android)
By combining SNS and Social games, DeNA aims to position itself as the No. 1 platform in
the rapidly growing global Smartphones market

11. 1111
X-device & X-border game development through ngCore
Mobage Japan Mobage GlobalMobage China
ngCore
Game
Game development engine
Game developers
SNS
ngCore
X-border release
X-device release
iOS Applications Android Applications Other OShtml5・・
・
Other engines
DeNA

12. 12
Commitment to South East Asia and Vietnam
 Opening of DeNA Asia Pacific Holdings
- Asia HQ in Singapore
- Support local developers’ migration to mobile social games
- Drive Mobage game distribution to SEA
 Vietnam
- We see great potential in game development
- We wants to contribute local developer community
- ngCore SDK
- Knowledge transfer
- Investment
- Gateway to global distribution
- Case in point : Punch Entertainment Vietnam acquisition

13. 13
DeNA Support to Selected Developing PartnersDeNA Support to Selected Developing Partners
PlanningPlanning α versionα version β versionβ version Final versionFinal version
PromotionPromotion
Pre-releasePre-release
Post-releasePost-release
Game design
Game cycle
UI UI UI
We can push users to your game using Mobage promotions
Social features Game quality
Fine tuning
QA check
Social features
In-app purchase
All Partners are presented with support and know-how at each of the following stepsAll Partners are presented with support and know-how at each of the following steps
Social features
In-app purchase

14. 14
Build your future with DeNA
mori.tetsuya@dena.jp