Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo, the Virtual WorldFrom the player’s perspective

2Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo, the Virtual World

Why do teens come to Habbo?

• Make new friends• Spend time with existing friends• To express themselves• To communicate• To play games• To have fun

3Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Create your own identity!

• Habbo community is free and targeted at 12-20, but everybody is welcome.

• You can create your own character, a Habbo, with a unique name, a mission and a look, which you can change whenever you want, as often as you want.

Now you can start your adventure in the hotel...

Habbo, the Virtual World

4Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Chill, chat and hang out!

• It is easy to meet people and make friends in the public rooms in Habbo.

• There are several public places in the hotel, such as lobbies, lounges, bars, clubs, restaurants, gardens, game halls and many more cool hang-outs. These rooms are completely decorated and open to everybody. On the rooftop of the hotel, you can even take a high jump into the pool.

You can also decide to decorate your own private room...

Habbo, the Virtual World

5Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Decorate your own room!

• The catalogue offers a wide variety of furniture to decorate your room with.

• Rare furni: furniture that is only seldom available from the catalogue and has higher speculation value

Tired of your stuff? Trade your furniture with other Habbo’s!

Habbo, the Virtual World

6Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo Credits!

• Furniture from the Habbo Catalogue can be bought with Habbo Credits.

• A credit costs around € 0,15.• Habbo Credits can currently be

bought through SMS, IVR, third party prepaid cards, credit cards, online banking methods and Habbo collectible prepaid cards.

Habbo, the Virtual World

7Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Communicate with friends!

• When your room is decorated, or if you have another good reason to invite all of your Habbo friends, the Habbo Messenger can be used to contact them very quickly.

• The Habbo Messenger is ideal for sending personal messages to your friends, whether they are online at the time or not.

Habbo, the Virtual World

Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo, the playerThe demographics of the Habbo player

9Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo, the player

Habbo user profile

Age (average) 15 years (90% 10–18 yrs)

Male/Female 51%/49%

Visits per Habbo per week 6 (50% of all users come every day)

Most popular time of day 3 pm - 9 pm

Most popular days of week Every day (peak Saturday & Sunday)

Average user session length 32 minutes

Main interests Music, movies, TV, games, computers, sports

Main interests in Habbo Meeting and finding friends

60% - 80% heard from a friend about Habbo Hotel

Sources: Interquest, Sulake Statistics

Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success FactorsWhy is Habbo a success amongst teens?

11Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

Be who you want to be, without real-life restrictions

• In Habbo, everything is about being popular and having many friends.

• And it is the inside that counts, because all Habbos are equally tall and skinny. Everybody has equal opportunities to ‘look good’.

• You can only stand out from the crowd based on your assertiveness, your creativity and you sense of humor.

• That brings out the most creative part in every Habbo.

12Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

Meeting new friends and hanging out with old ones

• Habbo differs from communities like MSN and ICQ, because in Habbo you actually meet new people.

• You do not need to share your personal data (mobile number or email address) to start a conversation with somebody.

• The average Habbo has over 90 friends in his or her friend list.

• In some countries, Habbo is also used as a place to meet with your real-life friends.

13Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

Familiar communication tools

• Habbo combines a number of popular communication tools in a unique graphical interface.

• Public rooms offer a great environment to chat with new people.

• Use Habbo‘s messenger to find your friends and have conversations without being in the same room.

• Alert friends by email to come to Habbo or leave a message in your friend‘s guestbook.

14Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

A Virtual World free of real life problems!

• Politics, religion, violence and racism have no place in Habbo. In that sense, Habbo is a world free from any real world problems.

• However, Habbos are extremely aware of the world’s issues and environmental concerns.

• They organize fund raising activities and even held a three-minute silence period in Habbo, in memory of the Tsunami victims.

15Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

You set the rules and create the content!

• The concepts that the users create inside Habbo are very creative, and wide in variety. They also copy popular offline concepts.

- Who wants to marry a Habbonair- Expedition Habbinson- American Idol

• The game is endless and so are the possibilities.

• The only limit is your imagination.

16Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Key Success Factors

There is always something to do!

• Based on international themes, events take place in Habbo on a continuous basis. Habbowood, Habboween, Habbo Music Awards, Valentines Day, Christmas, etc.

• The events are merely themes that Habbos create their own content for.

• VIP guests visit Habbo. The Gorillaz, Pussy Cat Dolls, P!NK, Avril Lavigne, Sugababes, Ashley Simpson, Ozzy Osbourne, Rasmus, Fergie, etc...

Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Global PerspectiveHabbo’s world-wide foot print

18Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

FinlandUKSwitzerlandJapanSpainItaly SwedenNetherlandsGermanyCanadaNorwayUSAAustraliaFranceSingaporeDenmarkBrazilPortugalChinaRussia

AustriaMexicoChileColombiaMalaysiaVenezuelaIrelandNew Zealand

Global Perspective

19Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Habbo Community Growth

2000 2002 2003 2004 2005 20062001

118million

» 118 million registered Habbo-characters!› Source: Sulake, November 2008

» 10,4 million unique browsers per month!› Source: Google Analytics, November 2008

10.4 Million/month!

Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Social MediaUser Generated Content in the Marketing Strategy

21Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Social Media

User Generated Content in the Marketing Strategy

Do’s• Find relevance with social platform• Integrate message to secure acceptance• Focus on brand value positioning• Ad value to social platform• Do not make it too simple

Don’ts• Do not force the message• Do not focus on leads and transactions• Do not make it to complicated

22Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Non-profit Organizations

Discuss teen issues with teens inside their world.

• Introduce real life issues and topics to a sequence of small audiences.• Have an open conversation with a maximum of 10 participants.• Execute short polls to test awareness and knowledge of participants.

Christian Batist, Senior Vice President of Marketing - Sulake Corporation OyStrictly confidential – legally protected and privileged

Thank you!Christian Batist

Senior Vice President of MarketingSulake Corporation Oy