GMIC Keynote 2012

• CMO at Halfbrick• In charge of marketing, PR, advertising• Brand expansion and strategy• Works across all projects with different

development teams

Phil Larsen

• Shainiel Deo, CEO• Rinal Deo, CFO• Daniel John, Distribution Manager

Cool guys

• Founded in 2001• Worked on contract projects, DS, PSP, GBA• Began transitioning to take advantage of

digital distribution platforms• Established as leader in casual, independent

platform markets• Created original App Store content

History

Original IP

• Big family – 60 members of the team• 5 internal teams working on individual

projects• Flat, creative structure with unique

management team – MOA• Enjoy quality work/life balance• Brisbane, Sydney and Valencia studio

Inside the studio

Multi-talented

Success

• #2 Paid app of all time on iOS

• 200 MILLION downloads

• Top 10 game in over 80 countries

Strengths

• Theme resonates with China market• Fruit culture• Simple gameplay• Easily ported• Multiple modes• No language barriers

Future plans

• Fruit for every phone• Widespread platform and device reach• Multimedia and web content• Partner with market leading consumer brands• Build premium licensing deals in China• Biggest update in May – Global

Announcement next week

http://www.youtube.com/watch?v=Jzxi8nid9BQ

Overview

• Halfbrick’s newest hit IP• Action arcade – fly experimental jetpacks!• Luke Muscat, Adam Wood, Sierra Asher• Barry Steakfries – rising franchise• Free with IAP• Available iOS, Android launch June 2012

Success

• Over 25 million downloads

• 500 billion coins purchased

• Our players have taken a joyride to the Sun

and back – TWICE

Goals

• Bring Jetpack Joyride to success in China• Increase distribution• Build the story of Barry• Make game accessible for whole family• Full gameplay and licensing support• Showcase at GMIC!

Thanks from Halfbrick!

• New IP for 2012 – games are the future!• Expanding Fruit Ninja and Barry Steakfries

franchises• Partner with key groups all over the world to

maximize distribution and revenue• Establish as #1 mobile developer in the world

with multi-channel approach and focus on our fans

Moving Forward

Thanks from Halfbrick!

See you online!