EXAMPLE REPORT PREAMBLE This example report shows typical

! EXAMPLE REPORT PREAMBLE This example report shows typical elements included in a monthly report by ICO Media. The content and topics discussed may change depended on each client. The report is based on actual data, captured with ICO’s PR tools and deals with Strike Suit Zero: Director’s Cut’s performance in March 2014, one month before the game was released on Xbox One and Play. Station 4 in April 2014. The actual report starts with the following slide Thank you to Born Ready Games for the permission to use their data for this report 1 Online Games Consulting & Services

! //PRESS REPORT March 2014 ICO Media contact@icomedia. eu +44 207 193 51 58 Office 6, 10 fleet street, BN 1 4 ZE, Brighton, UK www. icomedia. eu 2 Online Games Consulting & Services

/! / I N T R O D U C T I O N March was a big month for Strike Suit Zero: Director’s Cut with the launch date being communicated, plus some coverage on the back of Microsoft’s ID@Xbox announcement from GDC and via Play. Station. Analysis and feedback is located at the end of this report. 3 Online Games Consulting & Services

/! / S U M M A R Y O F P R A C T I V I T I E S Strategic PR planning between ICO and Born Ready Games Preparation, localisation and distribution of press communication with launch date and a dev diary on the 27 march to over 1000 contacts Distribution and hosting of assets in dedicated newsroom and on gamespress Preperation of launch press release and assets Arranged and edited a feature with German magazine Making Games Arranged and edited Push Square interview Competition planning with major UK website VG 24/7 Managed and collected review code requests 4 Online Games Consulting & Services

! EXPLANATION: What is reach? The Reach is a formula ICO uses to evaluate the number of people that might have been reached by media communication during the month. Since it is just an estimate and many variables are to be considered, the number itself isn’t of much use, but the reach can be useful in analysis: Some countries have very concentrated media landscapes, and therefore they will appear as quite small in the normal geographic distribution, but since all their media are quite big, the reach calculation gives a clearer picture of their importance. Coverage can go up or down, and reach won’t always follow the same trend. Over time, the reach is a better indicator of the efficiency of a PR campaign than the coverage itself. For example: High amount of coverage with low reach means that mostly small media are covering the game, while a low amount of coverage with very high reach lets us know that large media are publishing news about the game. 5 Online Games Consulting & Services

/! / C O V E R A G E E V O L U T I O N : M a r c h 6 Online Games Consulting & Services

/! / G E O G R A P H I C D I S T R I B U T I O N M A R C H b y n o. a r t i c l e s Total coverage : 427 articles 7 Online Games Consulting & Services

/! / G E O G R A P H I C D I S T R I B U T I O N M A R C H b y r e a c h Total Reach: 1359. 5 8 Online Games Consulting & Services

/! / T O P I C D I S T R I B U T I O N M A R C H b y n o. a r t i c l e s 9 Online Games Consulting & Services

/! / T O P I C D I S T R I B U T I O N M A R C H b y r e a c h 10 Online Games Consulting & Services

/! / M E D I A T Y P E D I S T R I B U T I O N b y n o. a r t i c l e s 11 Online Games Consulting & Services

/! / M E D I A T Y P E D I S T R I B U T I O N b y r e a c h 12 Online Games Consulting & Services

/!/ C O M P E T I T O R A N A L Y S I S : F e b r u a r y & M a r c h b y n o. a r t i c l e s BY NO. ARTICLES 120 100 80 60 40 20 01. 0 2 03. 0 2 05. 0 2 07. 0 2 09. 0 2 11. 0 2 13. 0 2 15. 0 2 17. 0 2 19. 0 2 21. 0 2 23. 0 2 25. 0 2 27. 0 2 01. 0 3 03. 0 3 05. 0 3 07. 0 3 09. 0 3 11. 0 3 13. 0 3 15. 0 3 17. 0 3 19. 0 3 21. 0 3 23. 0 3 25. 0 3 27. 0 3 29. 0 3 31. 0 3 0 Strike Suit Zero 13 Elite: Dangerous EVE Valkyrie Online Games Consulting & Services

/!/ C O M P E T I T O R A N A L Y S I S : F e b r u a r y & M a r c h b y r e a c h BY REACH 350 300 250 200 150 100 50 01. 0 2 03. 0 2 05. 0 2 07. 0 2 09. 0 2 11. 0 2 13. 0 2 15. 0 2 17. 0 2 19. 0 2 21. 0 2 23. 0 2 25. 0 2 27. 0 2 01. 0 3 03. 0 3 05. 0 3 07. 0 3 09. 0 3 11. 0 3 13. 0 3 15. 0 3 17. 0 3 19. 0 3 21. 0 3 23. 0 3 25. 0 3 27. 0 3 29. 0 3 31. 0 3 0 Strike Suit Zero 14 Elite: Dangerous EVE Valkyrie Online Games Consulting & Services

/! / P R E S S F E E D B A C K M a r c h General press feedback March’s coverage is mainly down to three main news stories: The announcement of a launch date with 158 articles (37%); Microsoft’s ID@Xbox announcement with 136 articles (32%); and Sony’s list of upcoming PS 4 titles with 75 articles (18%). Other minor topics included general articles about the game 31 (7%) and the Play. Station-Trailer with 27 articles (6%). On a country level, Germany saw the most published articles with 126 (30%), followed by France with 75 articles (18%), Italy with 53 articles (12%) and the UK with 32 articles (7%). Comparing the number of articles published and the overall reach of articles most countries saw a similar ratio between both metrics. The biggest difference was noted in the UK. The country makes up for only 7% of published articles but 11% of the total reach, indicating that fewer but more high-profile webistes publsihed news about Strike Suit Zero. The vast majority of articles came from deticated gaming webistes. Those gamin sites published 343 articles (80%) in march, followed by tech focused sites with 36 articles (8%) and general interest sites with 29 articles (7%). 15 Online Games Consulting & Services

/! / P R E S S F E E D B A C K M a r c h Press feedback by topic Mentions in On. Live comback The announcement of On. Live’s comeback into the gaming arena yielded some coverage for Strike Suit Zero as the game was among the first games to take advantage of the new Cloud. Lift and On. Live Go features the platform will offer. Sites such as Develop, Rock. Paper. Shotgun and Digital Spy all picked up on the news and mentioned Strike Suit Zero Push Square Interview After ICO reached out, UK specialist Play. Station website Push Square conducted an interview with Born Ready’s Community Manager Jamin Smith via email. The interview allowed the key messaging of a restructured campaign and the visual improvements new-gen hardware provides to be reinforced to a target audience. The interview also provided a bit of an exclusive for Push Square as the Dual. Shock 4 touchpad use had not yet been revealed, and to a lesser extent, the PS Vita remote play functionality. 16 Online Games Consulting & Services

/! / P R E S S F E E D B A C K M a r c h Press feedback by topic Oculus Rift support A couple of websites ran with stories on Strike Suit Zero and the Oculus Rift this month. Spanish website realovirtual. com reported on improvements stated to be coming to the Oculus version on Strike Suit Zero. The website said “[Born Ready Games] already have a list of pending changes and encourage the community to continue providing feedback and reporting problems. ” Trophies and Achievements published French website jeuxactu. com published the trophy list for Strike Suit Zero: Director’s Cut, including what the gold, silver and bronze trophies will be. We did not see this news published elsewhere and the site did not reveal a source for where it got the information. 17 Online Games Consulting & Services

/! / C O V E R A G E E X A M P L E S : D A T E A N N O U N C E M E N T 18 VG 24/7 (English); Eurogamer (English) Online Games Consulting & Services

/! / C O V E R A G E E X A M P L E S : D A T E A N N O U N C E M E N T 19 Jeux. Actu (French); Game. Kult (French) Online Games Consulting & Services

/! / C O V E R A G E E X A M P L E S : D A T E A N N O U N C E M E N T 20 4 players. de (German); i. Played (Greek) Online Games Consulting & Services

/! / C O V E R A G E E X A M P L E : I D @ X b o x 21 Wired UK (English) Online Games Consulting & Services

/! / C O V E R A G E : P U S H S Q U A R E I N T E R V I E W 22 Online Games Consulting & Services

/! / C O V E R A G E : T O T A L X B O X P R E V I E W Total Xbox Preview Official Xbox website Total Xbox ran a preview of Strike Suit Zero towards the end of the month. Deputy Editor Edwin Evans-Thirlwell called the game “Born Ready’s Space Opera” and was overall positive on the title, discussing its improvements with creative director Jim Mummery. The article finished on a high as Evans. Thirlwell stated his anticipation of getting the game: “Strike Suit Zero launches later this year. Don't know about you, but I can't wait to get it out of the hangar. ” 23 Online Games Consulting & Services

/! / A N A L Y S I S & S U G G E S T I O N S Coverage of Strike Suit Zero for this month was even better than the last month’s strong showing, with 426 individual articles compared to last month’s 275. A “perfect storm” of announcements (the release date, ID@Xbox from GDC and Sony’s Play. Station release list) meant the game was mentioned in a number of big topics in March. Article reach for this month also reached its highest yet: peaking at 1, 357 compared to February’s 815. ID@Xbox Microsoft’s ID@Xbox announcement saw SSZ mentioned in a number of articles, and also as a featured title in some (page 21 of this report highlights one particular example). The announcement saw SSZ mentioned in a list of games signed up to the ID@Xbox program. ID@Xbox stories accounted for almost a third of coverage this month (136 articles) and was the second-biggest news topic next to the release date announcement. Coverage was dominated by Germany (29%), France (18%) and Italy (17%) Play. Station 4 Games List Similar to Microsoft’s announcement, Play. Station announced a list of games coming to PS 4 this year. The news was mainly picked up by non-English websites, especially in countries like Germany and Italy. SSZ was featured in 75 articles discussing the release list, accounting for 18% of March’s coverage. Coverage was dominated by Germany (32%), Italy (20%) and French (12%), closely followed by Dutch (11%) and Poland (8%). 24 Online Games Consulting & Services

/! / A N A L Y S I S & S U G G E S T I O N S Launch Date Announcement The announcement of SSZ: DC’s launch date was the biggest single news topic this month, accounting for 37% of all coverage in March. Despite missing the previously announced March window, only a handful of websites picked up on this, though none presented this in any negative way. Most stories also mentioned the revamped campaign, improved visuals and two additional Strike Suits that were placed prominently in the news alert sent out. Many also attached the developer diary asset that was released at the same time. The announcement received especially strong coverage in Germany (30%), France (18%), Spain (13%) and the UK (10%) Review codes After ICO’s outreach to sites for review code in last month’s press release and this month’s launch date announcement, we now have over 70 websites requesting a PS 4 review code and over 60 requesting an Xbox One review code. As agreed upon codes will be send out as they are available. Feature articles Due to the unavoidable uncertainty around a launch date, arranging feature material proved difficult. There may still be an opportunity for a follow-up article with a UK outlet on the game’s development and challenges. This could be somewhat similar to the topics covered in the Making Games feature. 25 Online Games Consulting & Services

/! / U P C O M I N G A C T I V I T I E S Continued preparation of the ‘out now’ of press release Distribution and management of review codes to European outlets Distribution of assets via multiple channels Coordination of launch giveaways (both physical and codes) Ongoing media relationship management 26 Online Games Consulting & Services

! elationships R ia d e M g Buildin in European Online Games Experts WWW. ICOMEDIA. EU OFFICE 6 10 FLEET STREET BN 1 4 ZE BRIGHTON UNITED KINGDOM CONTACT@ICOMEDIA. EU +44 207 193 51 58 27 Online Games Consulting & Services