Mr. Jason Bailey reports

GLOBAL LAUNCH OF RUPAUL'S DRAG RACE MATCH QUEEN DEMONSTRATES STRONG EARLY RETENTION AND ORGANIC GROWTH THROUGH FULL-FUNNEL STRATEGY

East Side Games Group Inc. has globally launched RuPaul's Drag Race: Match Queen developed in collaboration with World of Wonder. Now live on iOS and Android, the game is off to a strong start, showing early momentum across key metrics, including a standout 53-per-cent day one retention on iOS in the United States over the July 4 weekend.

Early indicators suggest that East Side Games' investment in RuPaul's Drag Race: Match Queen is yielding promising early results. The company is pursuing a full-funnel marketing approach at a time when the user acquisition landscape is especially challenging, demanding innovative strategies to reach and engage players in an increasingly saturated market.

"RuPaul's Drag Race: Match Queen exemplifies our approach to building high-impact mobile games at the intersection of globally recognized IP, timely cultural integration and data-driven design," said Jason Bailey, chief executive officer of East Side Games Group. "The early performance signals across both retention and monetization validate our full-funnel strategy, and we're well positioned to accelerate growth."

The launch strategically aligned with culturally significant media moments, notably integrations into RuPaul's Drag Race All Stars 10 on Paramount+, a co-ordinated Pride campaign, and creator and influencer partnerships across the LGBTQ+, fashion and gaming communities. This unified paid and organic approach enables Match Queen to maximize reach, amplify conversion intent and improve overall marketing efficiency across the funnel.

"RuPaul's Drag Race: Match Queen brings fans even deeper into the Drag Race universe with a fierce new way to play, slay and stay connected beyond their TVs," said World of Wonder co-founders Fenton Bailey and Randy Barbato. "It's not just a game, but another extension in our storytelling, letting fans interact, engage and live their best Drag Race fantasy."

Key launch highlights

Over the July 4 weekend, East Side Games experienced a notable spike in organic growth: Daily organic installs doubled, blended CPI dropped significantly and ROAS improved meaningfully compared with the previous week. This uplift was largely driven by its in-show integration in RuPaul's Drag Race All Stars 10, which aired on Paramount+.

• Social and creator momentum:
  • The latest piece of content featuring Trixie Mattel garnered 100,000-plus views and 4,000-plus engagements within the first six hours on Instagram alone.
  • Continuing influencer and creator strategy taps into trusted voices across LGBTQ+, fashion and gaming communities -- expanding reach, driving install intent and reinforcing the game's cultural relevance.
• High-impact media placements:
  • Game features were integrated into RuPaul's Drag Race All Stars Season 10 episodes on June 20 and July 4.
  • Gayming Awards trailer was integrated on June 25.
  • Pride-themed activations appeared across Wow, East Side Games and other major social channels.

These results exceed industry benchmarks and highlight East Side Games' understanding of what this community values in a mobile gaming experience, as well as the effectiveness of East Side Games' full-funnel marketing approach.

Strategic focus going forward

With launch traction established, the team is focused on sustaining momentum through community engagement, intellectual-property-driven content drops and performance optimizations. This unified approach of organic and paid marketing ensures a steady stream of culturally resonant content that not only drives engagement and discovery, but also fuels paid UA with high performing creative assets and real-time audience insights to improve efficiency across the funnel.

Most recent initiatives include:

• Trixie Season II content launch (week of June 30): featuring a retro-style infomercial campaign starring Mr. Mattel;
• Jinkx Monsoon season debut (July 7): driving new waves of in-game content and fandom engagement;
• Gayming awards (July 8): integration showcasing the title in multiple high-visibility moments and supporting advocacy for the LGBTQ+ creative community in gaming media;
• RuPaul's Drag Race All Stars 10 Finale (July 18): final in-show feature for this current season during the highly anticipated grand prize reveal that just occurred last Friday.

About East Side Games Group Inc.

East Side Games is a leader in free-to-play mobile gaming, thrilling players with unforgettable experiences that spark lifelong fandom. Fuelled by an entrepreneurial spirit, it is driven by creativity, flawless execution and a laser-focused growth strategy. It develops and publishes both original and licensed IP titles, licenses its cutting-edge GameKit platforms, and strategically acquires studios or games to expand its family. Headquartered in Vancouver with around 120 talent-dense team members, it operates over a dozen titles under East Side Games (ESG) and Ldrly (Technologies) Inc. Together, it is crafting, launching and publishing mobile games across its own studios and an extended game kit partner network -- reaching players on iOS and Android worldwide.

It powers its success through in-app purchases -- offering exclusive, game-enhancing virtual items -- and in-game advertising. To keep growing, it focuses on captivating audiences, keeping them engaged and unlocking exciting new ways to monetize. It will drive this momentum by launching bold new titles, enriching its current lineup, innovating discovery, expanding into fresh markets and exploring new distribution platforms.

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