Angry Birds: From gaming hit to media platform

Angry Birds creator Rovio happy with transformation

Rovio, the Finland-based publisher of the super-popular series of Angry Birds mobile games has undergone a dramatic evolution since the first incarnation of its most famous title hit handhelds in 2009.

The first Angry Birds was the company's fifty-first title and the smash hit catalysed Rovio's transformation from a games publisher to an a fully fledged entertainment company, according to Michele Tobin, the company's head of brand partnerships and advertising.

Tobin told the ADMA Global Forum 2013 that the success of Angry Birds has not only made possible the dramatic expansion of the brand from games to plush toys, theme parks, and (soon) soft drinks, but also made possible partnerships that let Rovio extend its "brand equity" to other companies and provide a connected audience amounting to hundreds of millions of loyal fans.

Angry Birds has been downloaded more than 1.7 billion times Tobin said, making it the largest game in the world. Some 263 million people actively play Angry Birds every month, giving Rovio "massive global reach across all territories". Last year, the brand delivered some $2.5 billion at retail. "That's a lot of plush toys and such," Tobin said.

The way fans have embraced the game "has allowed us to expand and grow beyond a mobile game publisher to a global entertainment and media company," Tobin said.

"Games remain the engine driver for everything we do but we developed a number of different businesses around that that allow fans to interact with our brands in different ways."

A new publishing unit launched by Rovio three months ago leverages the Angry Birds audience to help promote games from third-party software developers.

"Rovio has built an infrastructure that's very powerful in terms of promoting game, cross-promoting them to an existing audience base."

But promoting mobile games produced by its own team and other developers isn't the end of how Rovio has been using Angry Birds. Based on the success of its YouTube channel, the company branched into advertising-supported cartoons, which it launched simultaneously across all editions of Angry Birds.

It has also used the Angry Birds brand to promote products from other companies, such as Microsoft's Bing search engine, which featured in a series of Angry Birds animated shorts. This was accompanied by integrated Bing-based searches in Angry Birds titles to help players complete levels.

In China, home to Angry Birds' second-largest user base after the US, Rovio partnered with McDonald's for a location-based campaign. That campaign, launched in October last year, meant that McDonald's patrons could access custom content while in-store. It was accompanied by TV, social and in-game promotion.

"What we were able to do here is really bring the holy grail of mobile together in the right experience, targeted to the right person, the right customer, in exactly the right place and time," Tobin said.

"So we were able to offer fans that went into a McDonald's location a special experience in the game, along with special content in the game and power-ups. So we were really able to drive in-restaurant foot traffic by giving fans something of value."

Brand cross-pollination with partners ranging from US space agency NASA to former Guns N' Roses guitarist (and Angry Birds fan) Slash has also been part of the evolution of Angry Birds from a mobile game into a platform.

"The brand has serious brand equity," Tobin said. "In fact I had a brand, a consumer brand, come to me the other day and say, 'I think we'd like to borrow a little bit of your brand equity this year and do something interesting'.

"So I think that's where we may differ from other publishers, where yes we offer massive reach [but] we also offer something special in that the brand has recognition outside the game in the real world."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in