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Rovio Entertainments Ltd

The Success Story of Angry Birds


Group Efforts By
Alaap Batra (A-26)
Sukrit Vig (A-47)
Gagan Aggarwal (A-40)
Chetanya Rajput (A-27)
Ishtpreet Singh Khroud (A-36)
Jatin Bajaj (A-35)

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

Weaknesses Strengths
Opportunities
Threats
BCG Matrix of Product Lines
Market Share

M
a
r
k
e
t

G
r
o
w
t
h

R
a
t
e

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

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