While nobody can deny the massive popularity of Rovio's Angry Birds franchise, there are plenty of skeptics who question whether Rovio's cash cow will remain popular forever.

And for good reason: in today's fast-paced and highly-competitive gaming market, which now includes millions of social and casual 'gamers', producing hits is difficult but keeping them hits is often even more difficult.

But those predicting that Angry Birds will jump the shark, if it hasn't already, will have to wait a little bit longer to see if their predictions will come to pass. That's because Angry Birds Space, the latest installment in the Angry Birds franchise, has surpassed 50m downloads in its first 35 days.

That makes Angry Birds Space the fastest-growing mobile game in history according to Rovio.

In a blog post, Rovio thanked Angry Birds fans and promised more "surprises" in future updates. "For us the main goal is to keep creating fun new experiences that everybody can enjoy!" the company stated.

That, of course, will be necessary if the Finnish company is going to maintain the Angry Birds brand it has built. But the success of Angry Birds Space also suggests that Rovio's marketing and merchandising prowess is crucial to the success of its highly-profitable franchise as well.

As we detailed previously, Rovio teamed up with Walmart to promote the launch of Angry Birds Space. The relationship consisted of offering limited edition Angry Birds merchandise to Walmart shoppers, and creating retail-based experiences for Angry Birds fans.

Just how much the Walmart deal contributed to the 50m downloads Angry Birds has seen in the past month is unknown, but the growing footprint of the Angry Birds brand today certainly can't hurt when it comes to driving consumers to download and play the games. Which explains why Rovio's CEO, Mikael Hed, isn't losing sleep over the fact that pirates are profiting off of unauthorized Angry Birds merchandise.

And why should he? With 50m downloads in 35 days, it's clear that Rovio's strategy of getting the Angry Birds brand in front of as many consumers as possible is still working quite well.

Patricio Robles

Published 30 April, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (2)



Rovio's strategy will work for now. But where will angry bird go from here? I mean the death of a game franchise is when its placed IN SPAAAAAACE. Rovio has indeed jumped the shark. Of course there are exceptions to the "in space" trope. As long as non gamers are interested in the franchise it will survive to my dismay. of course milking your franchise with merchandise can lead to a quick demise if people get sick of seeing it.

over 6 years ago



The only reason why Rovio is not supporting windows phone 7 (WP7) has noting to do with DirectX vs OpenGL. Rewriting a well defined application in another language/framework is not that expensive. The real reason is the fact that windows phone 7.5 still DOES NOT support in-app payments. Most games make a lot more money by selling fake money, coins, guns, etc. than by selling a single copy of a game. If Microsoft does not adopt in-app payments very soon then no new games will appear for WP7.


about 6 years ago

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