Angry Birds is a puzzle video game developed by Finland-based Rovio Mobile. Inspired primarily by a sketch of stylized wingless birds, the game was first released for Apple's iOS in December 2009. Since that time, over 12 million copies of the game have been purchased from Apple's App Store, which has prompted the company to design versions for other touchscreen-based smartphones, such as those using the Android operating system, among others.With 140 million downloads across all platforms,the game has been called "one of the most mainstream games out right now","one of the great runaway hits of 2010", and "the largest mobile app success the world has seen so far."
Angry Birds matches the iPhone market very well.
Marketing
- Short gameplay sessions match the phones usage patterns
- High art production values
- Setting/Characters that are appealing to both sexes
- Very simple mechanics that offer mastery potential in time
Additionally they have followed a very smart plan of regular updates and additions which get people talking about the game again and keeping it in the top of the charts. On iPhone it is absolutely crucial to get your game in the top 25. This is because of the way visibility works within iTunes and on the phone. Particularly with casual users you don't want them to have to search for your game.
This game has relied on viral and internet marketing to become successful. Rovio have created Facebook, Twitter pages for fans of the game to follow. On Twitter game players and developers can discuss the game and any problems/issues. Facebook has extra content available if you 'Like' the page, there are some videos, photo stills, links for download etc. We also found there was lots of merchandise such as t-shirts, cakes and toys which are make by fans of the game.
Production
As the concept of Angry Birds was developed, the staff realized the birds needed an enemy.At the time, the "swine flu" epidemic was in the news, so the staff made the birds' enemies pigs. The initial cost to develop Angry Birds was estimated to exceed €100,000.
In early 2010, Rovio began developing a variant of Angry Birds for Facebook. The project became one of the company's largest, with development taking over a year.
As the concept of Angry Birds was developed, the staff realized the birds needed an enemy.At the time, the "swine flu" epidemic was in the news, so the staff made the birds' enemies pigs. The initial cost to develop Angry Birds was estimated to exceed €100,000.
In early 2010, Rovio began developing a variant of Angry Birds for Facebook. The project became one of the company's largest, with development taking over a year.
Distribution
One of Angry Birds main success methods is it's accessability and it's low cost; just 59p. The app is available on the apple app store and the android market. It is very common that people will own and apple phone or an android phone and therefore there's a wide market.
Consumption The layout of the game is well suited to the phone, because it is touchscreen, it is easy to use and easy to understand and pick up when first playing the game. The game works by completing levels to open up new locked levels, this is what gives the game its addictive qualities; once you have unlocked one level, you feel you want to do another and so on. Also, the player recieves a rating for each level completed and so even when all the levels are completed, the player may still need to complete the game again, getting the highest rating for each level.
Consumption The layout of the game is well suited to the phone, because it is touchscreen, it is easy to use and easy to understand and pick up when first playing the game. The game works by completing levels to open up new locked levels, this is what gives the game its addictive qualities; once you have unlocked one level, you feel you want to do another and so on. Also, the player recieves a rating for each level completed and so even when all the levels are completed, the player may still need to complete the game again, getting the highest rating for each level.
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