Strategic Analysis of Angry Birds and Mobile Gaming. A highly entertaining ppt made with mind to unleash creativity of Angry Birds. Porter 5 Forces, Ansoff Matrix, BCG Matrix and several other analysis used.
Strategic Analysis of Angry Birds and Mobile Gaming. A highly entertaining ppt made with mind to unleash creativity of Angry Birds. Porter 5 Forces, Ansoff Matrix, BCG Matrix and several other analysis used.
Strategic Analysis of Angry Birds and Mobile Gaming. A highly entertaining ppt made with mind to unleash creativity of Angry Birds. Porter 5 Forces, Ansoff Matrix, BCG Matrix and several other analysis used.
Rovio Entertainment Ltd. 2003 Three students from Helsinki University of Technology, Niklas Hed, Jarno Vkevinen, and Kim Dikert participated in a mobile game development competition. 2005 Relude received its first round of investment from a business angel, and the company changed its name to Rovio Mobile. 2009 Rovio released Angry Birds, a slingshot-puzzle game for the iPhone designed by Senior game designer Jaakko Lisalo 2011 Raised $42 million in venture capital funding from Accel Partners, Atomico and Felicis Ventures. Changed its name to Rovio Entertainment Ltd. Angry Birds in Prototype Phase The game concept went through numerous changes, but the prominently-browed avians remained. Need of an enemy (sickly green pigs).
Competitors Activision Blizzard, Inc. World of Warcraft, Call of Duty, Spider- Man, X-Men, Shrek etc.
Capcom Co. Ltd. Street Fighter, Resident Evil, Dead Rising, Lost Planet, Mega Man etc.
Imangi Studios Temple Run, Temple Run Brave, Harbour Master, Max Adventure etc.
Gameloft Asphalt, Ice Age, Men in Black, Modern Combat, Dungeon Hunter, Brothers in Arms, The Dark Knight Rises etc.
EA Sports FIFA, Skate it, NBA Jam, Need for Speed, Fight Night Championship, Madden NFL, Tiger Woods PGA Tour etc.
STRATEGY OVERVIEW EXTERNAL ENVIRONMENT Boom in Smartphone Market Rise in disposable income STRATEGY FORMULATION Develop Engaging Games for touchscreens
STRATEGY IMPLEMENTATION Angry Birds is Developed Look for new platforms (markets)
STRATEGY EVALUATION Angry Birds is a success New choices for consumer Release updates and improve the game SMARTPHONES ERA
Smart Phones are defined to be enhanced mobile phones that perform functionalities other than the typical phone. These enhanced features can be anything from email and internet to a full keyboard. The history of Smartphone takes us to the first Smartphone called Simon, introduced by IBM in 1992. This device contained calculator, address book, email, games, notepad and fax. The Smart Phones available today are capable of performing functions Equal to that of a Computer.
SIMON by IBM OPERATING SYSTEMS
Various Operating systems available in the market include:
Android Windows iOS BlackBerry Mango Symbian Bada
Figure 1.2 - Market Share of Mobile OS (Source - Technobuffalo) THE APP BOOM This great boom in the Smartphone market has lead to a great boom in the app world and specially Smartphone gaming. The rate of growth of the various application markets is tremendous. The size of various app stores in United States in March 2011 was:
Numbers of Downloads (Android) Product Release Date Downloads Angry Birds Seasons Dec 2010 612,196 Angry Birds Oct 2010 1,380,790 Angry Birds Rio May 2011 552,149 Angry Birds Space March 22, 2012 469,296 Amazing Alex Demo July 23, 2012
23,060 Amazing Alex July 23, 2012 4240 Bad Piggies 27 September 2012 35,705 Stats Date 7 th Oct 2012 SUCCESS STORY SUCCESS STORY ENOUGH HOMEWORK DONE
Took 8 years to attain this position Collected reasonable capital before starting this project Team of experts with more than 5 years of game making experience Developed in 8 months Slow start and then rapid growth SIMPLE IDEA LEADS TO GREAT PRODUCT
Simplicity and success like Snakes Won three major awards, Webby Award (New York based International Academy of Digital Arts and Sciences in May 2011), "Best Game App" & "App of the Year" (UK Appy Awards) and best Finnish game (the Finnish Association for game industry In November 2010). VIRAL MARKETING
Uses social networks to increase brand awareness Targets word of mouth or websites like Facebook, Twitter, Google+ etc. Successful viral advertisement as original, brief, amazing, non- obvious. Other example- Why this Kolaveri di, Gangnam Style etc DIVERSIFICATION
New variants- Angry bird space, Amazing Alex etc. Apparels, plush toys, key chains, bag clips, pillows, magnets and much more entertaining stuff First official theme park- Sarkanniemi Amusement Park in Tampere, Finland Another official theme park is set to launch later this year in Haining, Zhejiang Province, China More theme parks has been planned in China, US, England and Finland. Soon to be released Star Wars Themed Angry Birds Angry Birds in Popular Culture Competitive Forces (Porters 5 Forces Model) Intensity of Rivalry
Medium Bargaining Power of Customers
Medium Bargaining Power of Suppliers
Low-Medium Threat of New Entrants
Medium Threat of Substitutes High SWOT Matrix
Popularity of Angry Birds Customer Centric Approach with Special emphasize on retention Regular Updates Simple and Great ideas. Engaging Products USP - Fun
Privacy issue Limitation of Social Networking as PR Tool Product Being More Well-known than The Company
Advertisement Revenue New OS Mango Viral Marketing
New Games Like Temple Run Rising popularity of High Resolution Graphic Games Piracy
DOGS STARS QUESTION MARK (???) CASH COWS Angry Birds and Rio Merchandising Old Platforms Android and iOS
Game Amazing Alex Theme Parks New Platforms Google Chrome and Social Gaming (Facebook)
Game - Angry Birds Heikki Game - Angry Birds Space New Platforms Mango and NFC Old Platforms Android and iOS
High High Low Low Product/Service Life Cycle Analysis
Maturity Development Growth Angry Birds (iOS) Dec 2009 Decline Time M a r k e t
V a l u e
Plotted the relative market life cycle positions of products, Angry Birds Seasons Oct 2010 and Also Released for Andriod Angry Birds Rio March 2011 and In Browser Version for Google Chrome Angry Birds Space Feb 2012 and Launched on Facebook (Social Gaming) Angry Birds Heikki March 2012 Amazing Alex ,July 2012, Merchandising, Movie and Theme Park Extension Decline Angry Bird Magic (Nokia NFC) Dont Put Your All Eggs in One Basket Dont Put Your All Eggs in One Basket Diversified Product and Services Offered Product Life Cycle Analysis (Detailed)
Angry Birds "Mine and Dine June 2011 Maturity Development Growth Angry Birds Poached Eggs (iOS) Dec 2009 Angry Birds Mighty Hoax Feb 2010 Decline Time M a r k e t
V a l u e
Plotted the relative market life cycle positions of products, Angry Birds "Danger Above Apr 2010 Angry Birds Ham 'Em High" Dec 2010 Mighty Eagle Introduced Angry Birds Birdday Party Dec 2011 Angry Birds Seasons Oct 2010 Angry Birds Rio March 2011 and In Browser Version for Google Chrome Angry Birds Space Feb 2012 and Launched on Facebook (Social Gaming) Angry Birds Heikki March 2012 Amazing Alex ,July 2012, Movies and Theme Park Angry Birds Magic (Nokia NFC) Extension Decline Product Innovation Matrix Impact of Technology Technology Readily Available New Technology Concepts E x i s t i n g
M a r k e t s
N e w
M a r k e t
O p p o r t u n i t i e s
M a r k e t
O p p o r t u n i t y
REVOLUTIONARY INNOVATION NICHE INNOVATION ARCHITECTURAL INNOVATION INCREMENTAL INNOVATION High Resolution Games Focus on Angry Birds and Amazing Alex Develop Bounce for Touchscreen Disney Touchscreen Televisions Focus on more Touchscreen Device Laptops and MS Surface New Platforms Develop Games for X- Box , Wii and Playstation Develop innovative Apps
The New Product Development Strategy Amazing Alex Launched on July 12 th 2012, Rovio finally decided to get over its Angry Birds passion and launched Amazing Alex.
ENGAGEMENT HIGH. In Amazing Alex, when you solve a difficult level, youll likely continue to play that level, hoping to get that final third star, or to fine-tune your assembly line contraption to share with others using Game Center.
CONCEPT Physics Based. The best thing is that theres no right way to solve a puzzle.
PRICE - On both Android and iOS, Rovio charges Rs 54 for the regular smartphone version, and Rs 166 for an HD version. The only difference between the two versions is scaled-up graphics.
RESPONSE - Little amount of data can be collected in terms of numbers as this is very early to gather facts as not even month has crossed since its launch. 5 Million(approx.) downloads (On July 26, 2012) 226,782 Fans on Facebook (as on 7 th October, 2012) VERDICT - Amazing Alex might not match up to Angry Birds.
Some New Development (Till Date) COMPETITOR ANALYSIS QUICK STATS 1 Billion -> Downloads (By May,2012) Highest ever 300 Million -> minutes played a day on a global scale 266 billion+ -> Levels of Angry Birds have been played 21,628,559-> Fans on Facebook (as on 7 th Oct 2012) 25 Million+ -> Angry Bird plush toys and about 30 million T-shirts have been sold $106.3MM - 2011 revenue with 30% from Merchandising and licensing route
Temple Run is free. However, Temple Run Brave isnt. Angry Birds is .99 cents. Granted, there are other free versions of Angry Birds in the App Market for I-Phone, but the levels are limited and not difficult.
Temple Run is a constant strive to get the highest score possible. Angry Birds can be beat by the player. All levels can successfully be played and won. This makes the game boring after one has finished it Keep running Angry Birds uses physics, in the simplest way, to achieve the goal of the game. The player must measure the angle, speed and direction of the ammo.
The Walt Disney Co. is collaborating with Imangi Studios, the developer behind the hit Temple Run, to launch a new mobile game based on Brave, the forthcoming animated fantasy produced by Disney's Pixar unit. Brave employs the same endless action game mechanics as the original Temple Run, which challenges players to navigate a series of ancient temple walls, sheer cliffs and booby traps while collecting coins.
RISE IN COMPETITION COLLABORATION Comparative Analysis Particulars Angry Birds Temple Run Facebook Fans ( as on 7 th Oct 2010) 21,191,365 5,491,618 No. of Downloads (as on 7 th Oct 2010) 1.5 Billion+ 967,688 Price 0.99 cents Free Social Gaming Yes No Degree of Social Networking Integration Extremely High
Low (Can share high score with friends) Emotional Connect Very High Low GOLDEN RUN OF TEMPLE RUN IS SHORT Consumers tends to be lose interest due to repetition Imitable Subway Surfers, Panda Run and Gravity Project