Avatar Global Marketing Plan FINAL

Avatar Global Marketing Plan

April 17, 2023IGT Confidential 2

Target Market Opportunity: Avatar I Duo, 70” / 103”

Region Segment Opportunity Spend MQL Target

# units Target accounts Conversion Incremental # units $ pipeline

Duo CS 70 / 103

NA Strategic Accounts TribalCommercial

EMEA UKFranceS. AfricaOther

Latin America

ArgentinaChileUruguayPeru

Mexico Target accounts

Asia MacauHong KongSingaporePhilippines


Value Prop / Key Messaging

Avatar I : James Cameron’s Avatar™ Video Slots

• The future technology in gaming today…• Players can now choose their Base Game Features• Now available - “Achievement” and “Experience” point system to

unlock new in-game items• Now available - Unlockable Bonus Goals for deeper game play• Experience Dynamic Group Play for the first time


Launch Event Schedule and Locations

Oct. 24 Aria (Las Vegas)

Nov. 7-8 Valley View

Nov. 12-14 SAGSE (Buenos Aires, Argentina)

Nov. 15-17 Mohegan (CT)

Dec. 12 /Feb. 22 SBM (Monaco, France)

Feb. 4-6 ICE (London)

April SUN International (Cape Town, SA)

May 20-22 G2E Asia (Macau, China)

Aria (Oct. 24 / Las Vegas, NV)• 10 Duos at MGM properties• 1st to market exclusive• 2 mo. extension on unpaid Aria billboard ad

Valley View (Nov. 7 / Valley Center, CA)• 1 Duo• 800 RSVPs to Avatar VIP Player event• 1 ½ hours – the time that the first player sat at the duo so he could be first to play

Mohegan Sun (Nov. 15 / Montville, CT)• 10 Duos• East Coast launch of Avatar video slots• 1st launch event using Tree of Souls and Amp suit

SBM (Dec. 5 / Monte Carlo, France)• 1 CS• 70,000 Euro customer-funded ad campaign

Thunder Valley (Dec. 16 / Lincoln, CA)• 1 CS• 440 players received photos• 500 received (2) free pulls and others received Avatar t-shirts

SAGSE (Nov. 12 / Buenos Aires, Argentina)• Over 500 photos w/ Na’vi warrior models• Total reach to 18,900 Facebook fans

ICE (Feb. 4-6 / London)

PlayCity Casino (Feb. 21 / Mexico)• 2 CS Duo incremental placements

Casino de Venezia (Mar. 13-14 / Italy)

Tranchant (May 8 / France)• Amneville• Cagnes sur Mer• Dunkerque• Grau du Roi• Luc Sur Mer• Neris les bains• Pau• Pougues les eaux• Roscoff• Valras• Villers sur mer


Region Date On-Floor Launch Props, Merchandise, Talent

Tree set-up & shipping

Amp Suit shipping

Back-drop 3d art

Na'vi costumes

RDA soldier

costumes Models Makeup Wood spritesHandouts Merch. Estimate Actual cost

Global

$6,000 (base) + $1063

(base crate) - -$14,000 for duplicate -? - -

$26,000 (licensing) - ? - - $47,063 $8,062.75

NAAria (Las Vegas, NV) 10/24/13 - - - - - - - - - - - -

Valley View (Valley Center, CA) 11/7-11/8

Est. - $10,530Actual -

$9,358.20 - - Yes 2 -Est. - $7750

Actual - $5403.80

Est. $4,000Actual -

$2,882.74 - - -

$20,950 w/o shipping

$22,280 w/ ship $17,644.74

Mohegan Sun(Montville, CT)

11/15-11/17

Est. - $21,193Actual $20,071.73 - Yes 2 -


$9,381.70

Est.- $5,000 Actual -

$4,888.93 - - -

$39,000 w/o shipping / $47,385 w/

ship $34,342.36

Thunder Valley(Lincoln, CA) 12/16 - - - Yes 2 -


Estimate $2,000

Actual - - - - $6,250GDC(San Fran, CA)

3/19/14-3/21/14 - - - Yes 2 - - - - -

NIGA (San Diego, CA)

5/11/14-5/14/14 - - X - - - - - - -

LATAMSAGSE 11/12/13 - - - $14,000 2 - - - $12,280 - - $26,280 $1,250Argentina - - - - - - - - - - -Uruguay - - - - - - - - - - -

Peru - - - - - - - - - - -

EMEACasino Café de Paris(Monaco) 12/5/13

Est - $15,000Actual $0 - - Yes 2 - Source locally

Source locally

Est. - $17,180Actual - $0 -

T-shirts / DVDs / Action

figures $32,180 $0

ICE(London) 2/04/14

$14,232 + install costs (Derse)

ICE budget - - - 4 2 Source Locally

Source Locally

- -

Sun Int.???(S. Africa)

April 2014 (need RTS

dates) $13,512 - -

APAC

G2E Asia(Macau) 5/20/13 $22,577 + install Source Locally

Malaysia

Campaign and Asset Costs by Market


B2B Demand Gen Campaign


Standalone Theme Campaign: Tier 1 Launch, Avatar

Program: Let’s Go Jackpot

Objectives: B2BTo launch Avatar I on Duo/CS To generate demand for Avatar I to payoff campaign target (to be confirmed)

Budget: B2B$8,500 + regional media buy

Target Accounts & Contacts (criteria/# reached): See segmentation under Goals / Measurement

TACTIC TIMING CALL TO ACTION IF, THEN, WHAT FLOW GOALS / MEASUREMENT

B2B Avatar I: • G2E follow-up email blast

• Demand gen email campaign (series of 3)

• 1 landing page

• 1 single page ad• 1 double page ad

• Suite of online banners

• Tier 1 B2B2C launch template

• Campaign guide (How to)

• Build 10/18, Review 10/21 Deploy 10/23

• Build 10/22, Review 10/24 Deploy 10/30

• Review 10/16 Deploy 10/23

• Build 10/17• Build 10/17

• Build 10/17

• Build 10/23

• Build 10/23

Global B2B launch 10/30

• eDM 1 o Click link for more info

on game (re-directed to landing pg. w/ game video content)

o Click link to book sales appt. (re-directed to landing pg. w/ pre-populated form)

• eDM 2 o Click link for more info

on game (re-directed to landing pg.)

o Take the game by <date by region> and be entered to win 2 tickets to the Avatar 2 movie world premiere

• Print / online advertisingo Visit landing page for

more info

Tracking:• Email opens• Click email link• View video on

landing page• Submit form for

appointment

• If one or more of the above actions is completed, MQL passed to:

• AM

• Confirm FY14 revenue targets by region

• Measure MQLs by # of units vs. dollar amount?

• Conversions• Incremental units

• Segmentation by regionNA: strategic accounts, commercial accounts, tribal

• EMEA: France, S. Africa, Italy, Finland

• Latin America: Mexico, Chile, Uruguay, Peru, Argentina

• Asia: Macau, Hong Kong, Singapore, Philippines


Demand Gen - DigitaleDM and landing page for G2E attendees


Demand Gen - DigitaleDM Series for Non-G2E Attendees


Demand Gen - DigitalLanding Page – www.IGT.com/Avatar

http://www.igt.com/Avatar


Demand Gen - DigitalBanners – 160x600, 300x250, 180x150, 728x90


Demand Gen - PrintSingle and Double Page Ads


B2B2C Promotion Assets


Standalone Themes Campaign: Tier 1 Launch, AvatarProgram: Let’s Go Jackpot

Objectives: B2B2CTo drive players to operator launch eventsTo deliver a differentiated player experience to increase player loyalty

Budget: B2B2C$15,200 (digital assets) + $30,500 (wood sprites) + regional execution cost

Target Accounts & Contacts (criteria/# reached): Player loyalty program db for the following customers: NA – Aria, Valley View?, Barona, Pechanga?, Mohegan Sun EMEA – SBM (France), Sun International? (S. Africa), ICE Latin America – SAGSE APAC- G2E Asia

TACTIC TIMING CALL TO ACTION IF, THEN, WHAT FLOW GOALS / MEASUREMENT

B2B2C Avatar I:

• Player teaser campaigno E-blast o 1 landing pageo Social media contento 1 single page ado 1 double page ado Suite of online

bannerso Game videos

• Launch propso Tree of Soulso AMP Suito Anamorphic arto Models (Na’vi and

RDA soldiers)o Wood spriteso Backdropo Posterso Handoutso VIP talent

• Review 10/16 Deploy 10/21

NA• Aria 10/24• Valley View 11/1

(TBD)• Barona 11/7• Pechanga 11/7

(TBD)• Mohegan Sun

11/15

LATAM (revisit props)• SAGSE, Arg. 11/12

EMEA• ICE, London 2/4/14 • SBM, Monaco -

Feb.(TBD)• Sun Int., S. Africa -

April (TBD)

APAC• G2E Asia, Macau

5/20/2014

• Email 1 – Save the date. Learn more about the game.

• Email 2 and SoMe -

Reminder save the date. First 75 players who spend $xx (coin-in) win Avatar DVD collection

• SoMe - Answer trivia questions, first 200 to bring answers to launch event win t-shirt

• Print / online advertising - Visit landing page for more info. about the launch event and to view game video

• Player tracking:• Email opens• Click email link

• Game Performance tracking:

• Coin-in during launch event vs. floor average


Player Teaser Campaign – Digital eDM templates


Player Teaser Campaign – Digital Landing page template option 1


Player Teaser Campaign – Social MediaContent for Facebook and Twitter

Facebook 1 Win a James Cameron’s AVATAR™ <DVD and merchandise gift box>.

Answer all the movie trivia questions below correctly.Then bring your winning entry to James Cameron’s Avatar™Video Slots Launch at <property name> on <date>. First 200 correct entries win. Trivia Questions: What do the Na’vi call home? Though the Na’vi are a peaceful people, they primarily defend themselves with what weapon? What is the name of the mountain range where Jake attempts to connect to a Banshee?

Facebook 2

Attention James Cameron’s AVATAR™ and gaming fans. Turn “reel life” into real fun, excitement, and winnings. Fantasy becomes reality at James Cameron’s AVATAR™ Video Slots Launch at <property name> on <date>. Play the game, win valuable prizes, first 75 players that show the Slot Manager their $XX worth of tickets can play to win the James Cameron’s AVATAR™ <DVD collection>. Twitter Raise your game at James Cameron’s AVATAR™Video Slots Launch. <property name>. <date>. Win prizes.#IGTblue ow.ly/p7261 Party like it’s 2199 at James Cameron’s AVATAR™Video Slots Launch. <property name>. <date>. Come thirsty.#IGTblue ow.ly/p7261


Player Teaser Campaign – Social MediaAccess to Avatar fan base via licensor-approved forums

The licensor has given us access to the following fan forums. We have permission to provide content to fans on these forums in order to create excitement about the game, and ultimately drive new players to their local casino when the game is launched. This is a HUGE UNPAID MEDIA OPPORTUNITY to tap into a base of engaged Avatar fans and reach a new demographic that is likely to embrace the game content and organically spread the word as brand ambassadors.

Avatar Forums http://www.avatar-forums.com/ Avatar Movie Forums is the premier movie community for the Avatar film franchise and like-minded enthusiasts. The site has over 10,000 members, with 2 members with over 10,000 posts, 60 members with over 1,000 posts and over 500 members will over 100 posts.

Learn Na’vi https://twitter.com/LearnNaviLearn Na’vi is a Twitter community with over 1,400 members.

http://www.avatar-forums.com/

http://www.avatar-forums.com/

https://twitter.com/LearnNavi

https://twitter.com/LearnNavi

http://www.avatar-forums.com/forum.php


Player Teaser Campaign - DigitalBanners w/ characters – 160x600, 300x250, 180x150, 728x90


Player Teaser Campaign - DigitalBanners w/ Duo – 160x600, 300x250, 180x150, 728x90


Player Teaser Campaign - PrintSingle and Double Page Ads (w/o game image)


Player Teaser Campaign - PrintSingle Page Ad (w/ Duo)


Player Teaser Campaign - PrintPosters – Original size 15’ x 10’ (w/o game image)


Player Teaser Campaign - PrintPoster


Player Teaser Campaign - Rich Media:30 video

Specs

• Developed for 4D resolution

• Original Aria sign size 260’ H x 65’ W, 11 million pixels – size can be scaled down for local media with same (vertical) orientation and ratio (4:1).


Player Teaser Campaign - Rich Media1:26 player video w/ game content


Floor Activation: Launch PropsTree of Souls

Specs

• 16’ tall / 14’ wide / 3’ wide at base

• Requires 30 amps at 220-240 volt

• 3 different circuits. (3 20-amp circuits)

• Set-up time is approximately 6 hours with 2 handlers, local support, forklift and forklift driver (or electronic chain lift hoist. Requires (1) 8 ft. and (1) 10 ft. ladder.

• Please ensure visitors do not tug or pull on lighted branches

Set-up on floor w/ stage (“roots” are located under stage floor) Set-up on casino or tradeshow floor w/o stage (“roots” are located under green base)


Floor Activation: Launch PropsTree of Souls

Specs

• Weight:• Braches 500-700 lbs./ea.• 13K lbs. packed • 2.5K unpacked

• Packed in (8) crates (cannot be stacked during transport or storage). Crate dimensions:

1) 108” x 68” x 55”2) 104” x 58” x 59”3) 73” x 52” x 51”4) 84” x 84” x 52”5) 97” x 72” x 38”6) 71” x 61” x 35”7) 78” x 51” x 48”8) 66” x 45” x 22”9) 69” x 57” x 66”

• Ships on enclosed 53’ flat bed truck – okay to stand crates upright


Floor Activation: Launch PropsBackdrop for Tree of Souls – Original size 19’ wide x 16’ tall


Floor Activation / Launch PropsAmplified Mobility Platform (AMP) Suit

The AMP suit was personally designed by James Cameron and is an actual prop from the movie.

Shipping Dimensions1) L 86" x W 85“ x H 95"2) L 81“ x W 69“ x H 40"3) L 85“ x W 43“ x H 40"4) L 65“ x W 55“ x H 66"

A min. 25-ft flat bed truck is required for Amp Suit ground transport.

Set-up

• 2-ton forklift (w/ 6' forks) and forklift driver are required during the duration of the Amp Suit set-up and breakdown (casino to provide)

• Set-up time is approximately 4-5 hours with 2 handlers and 1 structural or mechanical local support contact, plus (1) 12-ft ladder and (1) 8-ft ladder

• Security is required for Amp Suit between events and overnight stay (casino to provide)

On-floor Dimensions• Height (on base)

• Canopy closed: 162” / Canopy open: 178”• Width at shoulders: 126” / At elbows: 128”• Depth on base: 78” / w/ gun: 104”• Weight (approx.): 2,600 lbs.; 1179 kg


Floor Activation: Launch PropsAnamorphic art

Specs• Art is 10’ W x 10’ H (against wall) w/ 15’7” D (on floor)• Shipping weight is 26 lbs.

Directions for install:1) Unfold and lay the art on the ground

For installation against a wall:2) Smooth the wrinkles out of the canvas, using a damp sponge3) Tape the ground part of the art to the ground first, with the edge that

goes up the wall at the base of the wall4) Using double-sided heavy duty tape, start taping the art to the wall from

the ground up

For installation on metal piping: 2) Set-up 10’ x 10’ pipes3) From the top down, affix artwork to pipes with

metal clamps

Casino to provide local photographer staffing (recommend one photographer and one person to direct traffic and hand out business cards that tell people where to retrieve their photos – see next slide for more details on retrieving photos)


Floor Activation: Launch PropsHandout and Facebook header image to retrieve anamorphic art photos

Handout Card Template• IGT to provide handout card template (layered PSD)• Operator to add their logo to handout, and complete

printing• Size is business card – will be one-sided 4/color

printing

Photo Hosting RecommendationEvent photos to be uploaded to a Facebook tab/album for easy sharing.

Facebook Header Image • IGT has created a licensor-approved header to be used

in conjunction with a Facebook photo sharing app• Operator to set-up and host specialty Facebook tab

using vendor such as: http://www.shortstack.com/ ($75/mo.)

• Photographer to upload photos in correct orientation, and sort by day and time for optimal user experience

http://www.shortstack.com/

http://www.shortstack.com/


Floor Activation: Launch PropsCostumes – 6 Na’vi warriors and 2 RDA soldiers


Floor Activation: Launch PropsCostumes –Na’vi warriorsModel Requirements:

• Model itineraries (including call time, hours, location, contact person and hotel confirmation numbers) to be sent to agency and/or models prior to event

• Models to work no more than 10 hours/day, including 2 hours for hair and make-up, and 15-minute breaks every 45 minutes (Las Vegas Models); models to be provided with meals on-site, and break area close to on-floor event

• Na’vis to remain in character and in pairs (male/female) while on floor. Na’vis should not be doing un-Navi’like activities such as playing the game, sitting at the bar, etc.

Costumes:

• Each costume includes leotard, tights, tail, mask, sandals and accessories (e.g. jewelry, spears, bows, etc.). For more details on recommended model measurements, how to dress each Na’vi and make-up application, please see instructions from Vandal.

• All costumes should be hand washed (see care instructions) and returned to Lynn Wetzel at IGT Las Vegas after use.


Floor Activation: Launch PropsPrint handout


Floor Activation: Launch PropsInteractive wood sprite experience – to be developed w/ Snibbe Interactive

http://www.snibbeinteractive.com/platforms/socialscreen/products/socialscreen-screenies

Requirements:

• Minimal natural light – works best in low lit areas

Equipment requirements (to be provided locally):

• Christie Roadster HD20K-M. 1920x1080 resolution DLP, 20 ANSI lumens (If not Christie, a minimum 10,000 lumens projector that can do portrait mode, and DVI-D input on the projector)

• Cabling: fiber-optic video signal extension or fiber optic DVI extension to connect PC and projector

• Power at the projector and PC locations

• Projector to be installed in Truss system and should include cage and Doughty Clamps for attachment (requirements may vary by location)

Equipment (to be provided by Snibbe):

• PC

• Nvidia 45o graphics card, wireless keyboard

• Cabling up to 50 feet including 2 dvi 3.2 foot cables

Considerations:

• Is there a flat wall you can project on?

• What is the lighting in the area?

• What is the distance from the projector to where the PC will run the software?

Please provide line drawings and/or photos of the intended placement






Floor Activation: MerchandiseAction figures – Neytiri, Jake Sully and Col. Miles Quaritch

$8.99$16.99$13.99

Action figures can be ordered through http://www.toywiz.com/

http://www.toywiz.com/





Floor Activation: MerchandiseApparel – Men’s and Women’s T-shirts

$7.99 $5.95 $5.95 $5.95

• Jake Sully face men’s t-shirt: http://www.myteespot.com/product.php?productid=14033&utm_source=Teenormous&utm_medium=None&utm_campaign=Teenormous_Feed

• Jake Sully face women’s t-shirt: http://ep.yimg.com/ca/I/yhst-88371276646969_2267_138956617• Jake Sully hand men’s t-shirt: http://ep.yimg.com/ca/I/yhst-88371276646969_2267_150917526• Flying Banshee men’s t-shirt: http://www.tvstoreonline.com/avatar011.html

http://www.myteespot.com/product.php?productid=14033&utm_source=Teenormous&utm_medium=None&utm_campaign=Teenormous_Feed



http://ep.yimg.com/ca/I/yhst-88371276646969_2267_138956617






http://www.tvstoreonline.com/avatar011.html




VIP Talent (on-call)Actor Stephen Lang (“Colonel Miles Quaritch”) and Producer Jon Landau

Requirements:

• Appearance fees (vary)

• First-class travel accommodations, including air, hotel, transport and meals

• Detailed itineraries to be shared with agent and/or rep at least two weeks prior to international travel


Floor Activation: Launch ActivitiesBlue Pandora signature cocktail recipe

Avatar Global Marketing Plan FINAL

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