ADVERTISING'S NEW GOOGLE-SCALE OPPORTUNITY - WHY INVEST IN VERSUS SYSTEMS? - Value the Markets
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BROUGHT TO YOU BY VALUE THE MARKETS REWARDING USERS WITH REAL-LIFE PRIZES PAGE 6-15 THE POWER OF GEOLOCATION PAGE 16-17 SCALING UP PAGE 21-25 ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY NASDAQ: VS WHY INVEST IN VERSUS SYSTEMS? PAGE 26
HOW VERSUS SYSTEMS IS DISRUPTING ADVERTISING AND WHY YOU SHOULD CARE Look at how Netflix transformed the way we watch television. Look at how Apple transformed the way we listen to music and use mobile apps. Look at how Amazon transformed the way we buy almost everything. You know the story: an exciting and disruptive new company emerges that has the potential to completely renovate a struggling market. Of course, the driver of such change is often the development or application of a ground-breaking new technology. Indeed, firms can quickly evolve into world-leading, multi- billion-dollar behemoths thanks to a smart new discovery that enables them to disrupt a traditional industry with a superior product. And for investors who get in early, the returns can be off the scale. That’s what makes Versus Systems (NASDAQ: VS) such an exciting prospect right now. Its super smart technology is transforming the world of in-game and in-app advertising at the perfect time. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 2
A FAST-GROWING INDUSTRY Interactive media advertising is a sector enjoying double-digit annual growth thanks to the ongoing global domination of the US$135 billion video game industry and the US$350 billion dollar streaming media industry. However, despite its growth, many marketers are struggling to engage large and growing audiences. Traditional ads – such as banners and videos - are off-putting and spoil the gaming and the viewing experience. Versus Systems is taking an entirely different approach. It is using a new kind of advertising to make games and apps more engaging. The firm’s platform allows developers to insert challenges into their streams, games and apps. Users can opt-in to these challenges, and are rewarded with a real- world prize like a coupon or giveaway when they win. The psychology behind this is simple and proven. People are far more likely to engage with a brand when they have opted-in to a challenge and earned a reward from them than when it is simply given to them or they are forced to watch an advert. In fact, 97% of Versus users agree that adding rewards to any interactive media makes the overall experience more fun. These are not ads, these are prizes that people actually want. To enhance this effect even further, Versus Systems uses state-of-the-art location techniques called geofencing and geotargeting. These systems ensure the platform only ever offers rewards that are both legal and relevant for users - things that they can redeem online or at establishments in their area. In other words, the company can operate at huge scale all while remaining entirely local. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 3
MAKING A DIFFERENCE Versus Systems’ technology increases And while Versus Systems’ roots are the time users play a game or use an in gaming, the reality is that this is app by more than a third. And this has a much wider-reaching opportunity helped it to win critical relationships spanning any interactive media. The with mobile game publishers like firm is already integrating rewards into Animoca, Ludare Games, and health & fitness, video streaming, and GameCake. live event apps, and is looking at many more potential applications. Its platform is now even pre-installed in all of computing giant HP’s (NYSE: HPE) Any challenge type that a user or gaming laptops and desktops - a multi- viewer can encounter – score this many year partnership recently extended into points, walk this many steps, watch this the US$78 billion Asia-Pacific gaming episode, cheer on your team to victory, market. win a trivia contest, ride your bike farther or faster, complete this task – Meanwhile, redemption rates on can be measured and prized. Versus Systems rewards are hitting as high as 35% on individual campaigns – much higher than traditional giveaways. Not only that, but players are much more likely to recall and have a positive view of the brands from which they receive a reward than with traditional ad types. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 4
AN EXTRAORDINARY OPPORTUNITY The sheer power of a The company is now listed on the NASDAQ, which opens it up to a geotargeted advertising whole new audience of sophisticated platform that could be investors eager to discover the next big put in front of every tech unicorn. single smartphone user is With its user base and feature set extraordinary. growing rapidly, and with a pipeline of deals in place, Versus Systems has all This is exactly the type of product- the tools to demonstrate its enormous market fit that led Google AdWords long-term potential to this market. and Facebook Ads to become the most powerful marketing tools on the When it does, the influx of investment planet, engaging much of the world’s and interest could generate population and generating tens of astronomical returns for early investors. billions of dollars of revenues every year. Versus Systems is well aware of this. It’s spent years perfecting its platform and securing patents to protect its technology so it can scale up massively with ease and at little cost. This will soon become extremely useful. To date, the firm has largely flown under the radar, with its current market cap reflecting little of its long-term value. But that could all be about to change. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 5
HOW VERSUS SYSTEMS IS INNOVATING INTERACTIVE MEDIA ADVERTISING The rapid rise of both the Meanwhile, companies like Tapjoy and Unity are generating hundreds of gaming market and the millions of dollars in annual revenues streaming media market by placing ads into mobile apps. Unity has created a brand-new even commanded a US$13.6 billion valuation when it listed in September. advertising opportunity for brands looking to But there remains room for innovation. reach more engaged You see, traditional modes of customers. advertising are becoming less and less effective. Research by Versus Systems And as the rise of Google AdWords and the MEMES centre at UCLA’s and Facebook Ads have already shown, Anderson School of Management novel advertising channels can quickly found that a massive 51.8% of people evolve into gigantic money-spinners. frequently or always avoid ads entirely. Just 3.6% watch ads all the way Just consider: for their parent through. companies Alphabet and Facebook, Google AdWords and Facebook Ads Brands are failing to engage more than are now by far their largest revenue- half of their audience, and those that generators. They made US$134.8 are reached barely take any notice. billion and US$69.7 billion respectively Given the scale and rate of growth on in 2019 alone. offer, addressing this engagement issue in the in-game and in-app advertising It’s still early days for in-game and market presents a colossal opportunity. in-app advertising, but the market is already pointing towards a similar This is exactly where Versus Systems is growth trajectory. positioned today. In fact, the global in-game advertising market alone is poised to increase in value by US$11 billion over the next three years alone. That’s a compound annual growth rate of 20%. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 6
MAKING GAMES, APPS, AND STREAMING MORE ENGAGING WITH REAL-WORLD REWARDS Matthew Pierce, the founder and Using Versus Systems’ straight-forward chief executive of Versus Systems, software development kits, content knows a thing or two when it comes to partners (such as game and app developing innovative digital solutions. developers and software providers) insert challenges into their games and He’s spent twenty years since apps for users. Users are then able graduating from Stanford at the crux to opt-in to those challenges, and of where media meets technology – when they are completed they will publishing multiple patents on location- be rewarded with a real-world prize based services, leading startups, and provided by one of Versus Systems’ working for companies like Warner brand partners. Bros and the Boston Consulting Group before founding Versus Systems. Whatever the challenge (beat a certain boss, get the quickest lap time) and So, it should come as little surprise that whatever the prize (free fries at a he immediately noticed an opportunity restaurant, a 20% discount at a shoe when he saw the emergence of the in- shop) the science driving Versus game and in-app advertising sectors: Systems’ approach is the same. Traditional ads disrupt the user Players value the advertising experience. If real-world products experience much more when they opt- could instead be integrated into in to a challenge and “earn” games and apps as opt-in rewards, the a reward from a brand they experience for the user could be made have chosen than when they seamless. The prizes could even make are forced to the games and apps even more fun. watch a form of advertising This observation sparked the or given a development of what would ultimately coupon.. become Versus Systems’ reward-based advertising platform. And the concept is a lot simpler than you might think. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 7
THE VERSUS MODEL Prize Partner Brands and Brands promote products agencies enter to a new audience in a more prizes, discounts engaging way compared to and products into traditional digital advertising the Versus Platform. methods. Content Partner Players opt-in and Television, game, video and app choose from prizes developers attract new users to that can be earned by their platforms and encourage completing challenges. engagement by offering exciting challenges. The player chooses a challenge to complete and then Players/Audience plays for the prize. Players win real world prizes, discover new brands and products while playing games and consuming the content that they love. A new era of prizing and rewards that doesn’t feel like advertising. The player compeltes the challenge and wins the prize. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 8
“ At the centre of the story is the idea that choice and earned rewards make games more fun to play, and shows more fun to watch.” Matthew Pierce, CEO of Versus Systems ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 9
EVERYONE’S A WINNER The innovative technology Versus Systems is bringing to the table here is proving extremely effective for all involved. I. CUSTOMERS ENJOY THE PLATFORM Research carried out by the company has found that the overwhelming majority of users agree that adding rewards makes games and apps more enjoyable. II. CONTENT PARTNERS SEE EXCEPTIONAL RESULTS Versus Systems’ reward-ads not only provide an incremental revenue stream for developers, but can also lead to a significant increase in playtime per week after existing players sign up for rewards or new players download games and apps because of prizes. In a test with one developer, the integration of Versus Systems’ platform resulted in… 40+% Increase In Overall 77% More Likely To 97% Say Rewards Improved Session Time For Versus Watch Live the Experience Rewards Users Users who play for Versus People are more likely to Brand recall and brand rewards engage in more watch a show during its affinity improve with and longer sessions than scheduled time if they can our patented reward they did prior to the win rewards while doing so architecture introduction of prizing ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 10
CONTENT PARTNER CASE STUDY - NASCAR NASCAR’s games publisher 704 Games looked to Versus Systems’ to increase session time and retention of younger players for its HEAT franchise to generate additional revenue. Versus Systems’ created rewards-based challenges within the game that catered to the target player base, offering rewards from brands like Walmart, Burger King, and PlayStation. The campaign resulted in a 44% increase in user session time, 15 minutes of brand exposure per game, and more than 50% of users playing for rewards. How Versus Increased NASCAR’s Retention of Younger Fans 44% 15 Min > 50% Increase in User Of Brand Exposure Users played for Session Time per Game QSR Rewards ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 11
III. BRAND PARTNERS ENJOY MUCH HIGHER LEVELS OF ENGAGEMENT Some brand partners have seen more than a third of winners go on to redeem their rewards. This conversion rate is hundreds of times higher than traditional coupons. The key point here is that giving up the value of the giveaway allows brands to generate large returns from additional products purchased and repeat visits. Meanwhile, players are also more likely to recall the brand and have positive associations with it than they do with any other ad type. Highlights for Versus Systems’ brand partners so far include... 36% vs < 1% 3.5X 97% Of winners travelling Return on geographically Of users agreeing into physical locations targeted ad spend in that Versus Systems’ to redeem rewards, a single, attributable rewards improved their hundreds of times transaction experience, enhancing better than traditional brand recall and affinity giveaways/coupons ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 12
BRAND PARTNER CASE STUDY – WHITE CASTLE Casual restaurant chain White Castle looked to Versus Systems to quickly and cost- effectively test in-game advertising as a way of drive in-store traffic and trialling its new menu among millennials. Versus Systems’ selected a racing game within its partner network to align with White Castle’s target audience and set up in-game rewards to offer a free in-store trial of a new snack menu item. The campaign resulted in a 36% conversion to in-store purchases, 280% growth in incremental purchases, and, ultimately, a 3.5X return on ad spend for White Castle. How Versus Helped A World Famous QSR Chain, Drive Engagement 37% 280% 3.5X Conversion to Growth In Return on Ad In-Store Purchase Incremental Spend Purchases ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 13
Of course, the other winner is Versus Systems itself. The firm is poised to convert the sky-high rates of brand engagement from its platform into a strong and steady source of revenues. It either charges a small amount for every engagement, or a percentage of the total amount spent when a customer redeems their prize. Brands Pay on a Per-Engagement Basis to Reach Targeted, Engaged Audiences $/Session Daily Active Users Session / Day / DAU ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 14
“ The guiding star has always been, can we make games more fun and engaging? This is how we measure the efficacy of our platform.” Matthew Pierce, CEO of Versus Systems ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 15
THE POWER OF GEOLOCATION While extremely effective, the real-world reward technology offered by Versus Systems is not the firm’s only competitive edge. Equally important is geolocation – specifically, geotargeting and geofencing technologies. Geofencing and geotargeting allow Versus Systems to use the location of users who opt-in to make prizes more relevant and to ensure regulatory compliance. This means the company can target branded prizes at consumers based not only around the games and apps they are using, but also where they are located: 1) This ensures giveaways are locally relevant. Why would you reward a user with a voucher for a restaurant chain that is not in their area? They cannot use it, and the restaurant chain is not going to get any return of their ad spent. 2) It guarantees dynamic regulatory compliance. Across the US, there is a patchwork of legislation between states around what can and cannot be given away legally. Using geolocation, Versus Systems can offer users in all 50 states prizes they can lawfully redeem. 3) It also promotes local businesses participation. A small restaurant might want to launch a reward-based giveaway, but not have the capacity or the need to offer thousands of coupons country-wide like a large chain. With geofencing and geotargeting, it can offer a much smaller number of rewards to local consumers. All-in-all, geofencing and geotargeting allow Versus Systems to scale up and operate across enormous geographic areas while remaining local. The huge power here is what led Versus Systems’ executive chairman Keyvan Peymani to describe the firm’s platform as “the most powerful ad technology since Google AdWords”. And Peymani would know - he is responsible for the global marketing strategy at Amazon Web Services and has held senior marketing, tech, and strategic roles at the likes of ICM Partners, Warner Bros, Netflix, and Disney! ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 16
“ The direction that this is going is the same direction that ultimately Google went into with AdWords. It’s exactly the right kind of advertising for the platform. Think about the kinds of competitive advantages that it has produced over the years by precisely deploying ads while scaling up users. That is the road we are travelling down.” Matthew Pierce, CEO of Versus Systems ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 17
WORLD-LEADING BRANDS QUEUING UP AT THE DOOR To see the sheer potential on the table here, you only need look at the swelling demand for Versus Systems’ services over the past two years. Keep in mind, this is a company with a market cap of less than USD$150 million at writing. It is critical to note that the company’s platform allows it to prize out rewards of any kind. Just take a look at the wide variety of world-renowned brands below who have paid Versus Systems to offer gift cards, giveaways, exclusive offers, and one- of-a-kind items as rewards to its users... ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 18
A STRONG PRESENCE IN THE MOBILE GAMING MARKET As one of the gaming industry’s largest areas (there were more than 200 million mobile game players last year in the US alone) smartphone games represent one of the largest in-game and in-app advertising opportunities. Versus Systems is well on its way to becoming a prominent player in the space. The company’s platform is available in apps and games offered by Canadian publisher Ludare Games and GameCake – publisher of the smash hit Emoji Charades. Most impressive is Versus Systems’ recent partnership agreement with developer Animoca Brands, which integrates rewards into its titles. This is a great endorsement for Versus Systems – Animoca publishes games with franchises like Mattel and Formula One that have been downloaded more than one billion times. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 19
KEY RELATIONSHIP WITH HEWLETT-PACKARD Back in August 2019, Versus Systems was propelled to a new scale when it received a cold call from HP. Having witnessed its effectiveness, the tech giant wanted the Versus reward platform to power the real-world prizing platform across its entire OMEN gaming hardware brand. From here blossomed a key partnership that continues to grow to this day. After an initial period that saw Versus Systems “retain, engage, and delight” users of OMEN Rewards, HP has now pre-installed the firm’s reward platform onto all of its OMEN and Pavilion laptop and desktop computers. The pair recently announced that OMEN Rewards would now be available in China, launching Versus Systems’ platform into the US$78 billion Asia-Pacific gaming market. Versus Systems’ global expansion also extends beyond its work with HP. The firm has an agreement with IClick Interactive Asia Group Limited (NASDAQ: ICLK) to bring prizing technology to people throughout China. Meanwhile, it recently launched a UK arm to help its European expansion. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 20
ROLLING-OUT INTO NEW SECTORS The idea that rewards can increase user engagement is not limited to video games. As CEO Pierce puts it, anywhere a user or viewer can encounter a challenge, that challenge can be measured and prized. This is opening many other worlds of opportunity for Versus Systems, each of which could present an enormous revenue stream moving forward: HEALTH AND FITNESS The global wellness market is valued at more than US$4 trillion and is primed for reward integration. Think receiving a voucher for walking a certain number of steps, or a gym discount for lifting a certain weight as examples. Versus Systems is seizing this opportunity, taking its platform to health and wellness app provider ePlay and clinical trial firm PredictMedix. VIDEO STREAMING In February of 2021, Versus Systems announced an agreement to integrate its reward platform into Xcite Interactive’s industry-leading video and streaming tools. Xcite has already worked with over half of the teams in the NFL, NBA, NHL, and MLB to make their broadcasts more engaging. Versus intends to bring real-world rewards Xcite platform so that real world prizes can be offered inside YouTube, Twitch, and Over the Top (OTT) television providers like Netflix, Discovery and Disney+. LIVE EVENTS Versus Systems now has access to industry-leading “second-screen” apps that can be used in conjunction with live events by viewers both present and at home. This could allow someone at a concert to win a free drink if they win a trivia game about the artist they are watching, as an example. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 21
“ Anything you can track on an app, we can prize - whether you’re taking a certain number of steps a day, watching a show all the way through, or making predictions about a live sporting event - we can make these more entertaining with our rewards.” Matthew Pierce, CEO of Versus Systems ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 22
BUILT TO SCALE: WHY THE FUTURE LOOKS BRIGHT FOR VERSUS SYSTEMS Versus Systems is already growing. In fact, the organisation has already And with the partnerships it already been granted three US patents has in place, this growth looks set to protecting its systems and methods accelerate. – including its dynamic regulatory compliance, how it applies its Along with the recent announcement geolocation technologies, and its of its partnership with Xcite, the reward platform. Alongside these, company’s work with Animoca, Kast, more than 60 other patent claims are and HP should increase the potential pending. reach of its platform to more than 25 million users by the end of 2021. There’s also the fact that rather than launching straight into the market, Even then, this is just the start. the company spent years perfecting the development of its platform. This As Versus Systems builds upon its has ensured the company is existing partnerships, secures more prepared to handle millions new collaborations, and enters more of users concurrently such new sectors, the potential size of its as gamers, viewers, and audience is unbounded. players. Its technology could effectively be targeted at every gamer and smartphone user in the world. Much in the same way that everyone who uses Google is exposed to Google AdWords, and every Facebook member sees Facebook ads. Fortunately, Pierce and his team built Versus Systems with these enormous long-term goals in mind. They have ensured the company can meet soaring demand and industry interest with ease. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 23
“ We are a forward- thinking company, and we have ensured our technology will be up to the challenge of the scale of the users that we’re going after. We have the technology and the team to support millions of active users, players, and viewers.” Matthew Pierce, CEO of Versus Systems ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 24
A SMART PLAY FOR THOSE READY TO MOVE QUICKLY For the smart investor If Versus Systems can deliver on its goals, it could soon find itself re-rating who’s looking to get to a valuation much more in line with in early on what could its interactive advertising peers. become one of the future With companies like Unity listing with tech giants of advertising, a multi-billion market cap, and The the potential here is Trade Desk at a market cap of US$40 billion, such a trajectory could generate huge. outsized returns for early investors. Up to now, this exciting firm has been But the long-term opportunity is where relatively overlooked, but with its things get even more exciting. If Versus listing on the NASDAQ that could soon Systems’ geotargeted ad platform be about to change. Just look at how goes the way of similar offerings from The Trade Desk (NASDAQ:TTD) has Google and Facebook, getting in today performed since its initial listing on the could prove to be a once-in-a-lifetime NASDAQ in a comparable space. opportunity. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 25
TEN REASONS TO ADD VERSUS SYSTEMS TO YOUR PORTFOLIO TODAY Targeted reward-based platform at the forefront of the multibillion-dollar in- game and in-app ad industries. Potential for Google and Facebook-scale long- term growth. Powerful platform offers real-life prizes for completing in-game and in-app challenges - a style of promotion users actually enjoy. Geolocation techniques including geofencing and geotargeting technologies engage smaller brands and ensures rewards are local, legal, and relevant. Reward ads drive up to a 34% increase in playtime and a 10% increase in new players, far higher than traditional ad types. Already integrated into publishers whose mobile games have been downloaded billions of times and already pre-installed on all of HP’s gaming computers. Reward-based coupons and discounts redeemed at much higher rates than traditional giveaways all while improving brand image. Best-of-breed executive team and board with expertise from Disney, Playstation, and Amazon and world-class leaders in design, product development and player/user psychology. Diversifying into new sectors like health, video streaming, and live events, and new territories like Asia-Pacific and Europe. Prepared for scale-up with US patents secured and ability to host millions of users at the same time. Massive re-rate potential, with users and revenues growing and NASDAQ listing opening up a vast new audience of tech-savvy investors. ADVERTISING’S NEW GOOGLE-SCALE OPPORTUNITY PAGE 26
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