SERIOUS CARDS

SPRING 2008 PRESENTATION

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Square Enix - Final Fantasy XII

"With over 4 million copies already having been sold

in Japan and the US, we were delighted to launch

Final Fantasy XII to our fans in Europe and other PAL

territories across the world.

The cardz therefore made for the perfect teaser in

advance of the game's arrival, as well as being a

great limited edition keepsake afterwards."

David Dyett, Square Enix European Marketing Director

MISSION:

• To create a limited edition collectable Final Fantasy XII Serious Card for the official February 2007 PS2 Game launch

• The Final Fantasy XII Serious Card became part of an integrated marketing mix for the biggest ever International launch of a Square Enix title

• Gifted to fans and gamers who pre ordered or purchased the 2007 PS2 Game

• This innovative multilingual value add CD Card featured English, Spanish & Italian languages

• A total of 39,000 Serious Cards were distributed to high street games retailers across 10 countries

• Final Fantasy XII went to No1 in the official Chart Track all formats chart

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Square Enix - Final Fantasy XII

CUSTOMER ENGAGEMENT:

• PACKAGING: A collectable Mini Jewel Case showcased the Final Fantasy XII Serious Card, which was mounted on central hub and included a promotional paper insert pushing fans to play the card.

• INSTANT WIN: The card’s action rate dramatically increased by introducing a seamless instant win opportunity. Final Fantasy XII fans played the Serious Card in their PC and were pulled to enter their unique code, receiving online direct feedback through the card

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Square Enix - Final Fantasy XII

ONE-TO-ONE BRAND EXPERIENCE

• SWEEPSTAKES: Provided an online opt-in touch point and opportunity for further one-to-one email dialogue. This follow-up mechanism keept fans engaged with the launch campaign

• WALLPAPER & SCREENSAVER DOWNLOADS: Exclusive Final Fantasy XII desktop items, such as wallpapers and screensavers, extended the brand experience and audience reach

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Square Enix - Final Fantasy XII

GATHERING CUSTOMER DATA

• TRACKING SOFTWARE: Using the Serious Card tracking software provided, Square Enix with internet access to real time audience data, and further insight into the online effectiveness of the promotion. *

Key analysis of card usage:

– Click-thru rate

– Conversion rate

– Usage rate

– Demographics and geographic dispersion

* Note: Actual sessions are always higher than reported. Total sessions reported do not take into account sessions blocked by personal/corporate firewalls and users without Internet connections

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Square Enix - Final Fantasy XII Analysis

10,000

6,818

7,683

5,998

25.64%

19.70%

20.87%

10.66%

0

2,000

4,000

6,000

8,000

10,000

12,000

Total Sessions Instant Win Click thrus Wallpaper and ScreensaverInstalls

Sweepstakes Entry Click thrus

Sessions

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Final Fantasy XII - Top 25 Countries

2059

922

605

371

254

236

165

158

88

71

71

26

21

7

6

6

5

5

4

3

3

3

0 500 1000 1500 2000 2500

United Kingdom

Australia

Spain

France

New Zealand

Sweden

United States

Italy

Unknown Country

Ireland

Czech Republic

Germany

Norway

Denmark

Switzerland

Slovakia

Austria

Netherlands

Poland

Canada

India

Portugal

Sessions Feb 2007

Sessions

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0s > 1m6%

1m > 3m36%

3m > 5m36%

5m > 10m19%

10m > 60m+3%

0s > 1m1m > 3m3m > 5m5m > 10m10m > 60m+

Final Fantasy XII - Session duration Feb 07

From 5,088 Sessions: Average Usage Rate (Feb 2007) = 4.6 Minutes

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Promotional & Direct Marketing Partners

Serious Card & Mini-Amaray case Serious Card & Mini Jewel Case

Serious Card & Lanyard

Serious Card & Card Blister Pack

Serious Card & Plastic sleeve

Serious Card & Card Carrier

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12

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