Interesting Points of Angry Birds - A Case Study

http://www.rovio.com

Interesting Points of Angry Birds

Preface:
This document points out the reasons why Angry Birds (Developed by ROVIO Mobile, Finland) has become so popular and interesting within a short period. Mainly following topics have been discussed here. Popularity of Angry Birds. Discussion of dominating and winning areas of Angry Birds.
Acceptance in social areas. Cinematic story that attracts people. How Angry Birds impacts on human psychology. How quick the learning process. How much fun and excitement are there. Business strategy that makes people interesting. Usability that makes the game easier.

Interesting Points of Angry Birds

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Interesting Points of Angry Birds

Social As ect
Easy acceptance by people.
Due to its simplicity, Angry Birds has won the mind of any aged people around the world.

uitable for ids.

As there is no offended and adult content, ids are also suitable for this game.

Cheap.
Low prices and free version also have made it available to all users. In Android mar et, it has been seen lot of free version li e RIO, easons and Lite.

Free version in Android Mar et

Interesting Points of Angry Birds

Cine atic
Story is simple but interesting.
Some green pigs stole eggs from the variety of colorful birds nest. Then the birds became so angry that they too suicidal decision to ill the pigs hidden inside structures. Later version li e in RIO, the mission is to rescue birds from cases. Currently RIO is released as a D movie too. So Story is changing time to time releases.

Various Interesting Characters and Items

Lots of interesting characters and items.

In this game, various types of multi-colored birds with different power and green pigs (act as enemies) are involved and their characteristics are really interesting.

Interesting attitude of each characters.

The main characteristic that ma es people interested is the angriness of the bird.
Angry Birds RIO version

Interesting Points of Angry Birds

Psyc ological I

act
Structure is out of screen

Levels duration matches with mobile usages pattern.

User can play any time li e journey, waiting, interval and gets the result of excitement. A level can be finished within / minuets. On the other hand, user may play for long time too as there are lots of pac ages and levels.

Suitable for mental process.

In race game, user has to remember the whole path to improve score as well as in Tetris game, the ey mapping of each bloc has to be memorized. But in this game, user needs not to memorize for a long time. Except zoom feature or iPad, a small memorized power is needed for small screen based devices, li e target structure will be shown to user in st screen after that screen moves to the left for shooting. It does not create the mental stress to remember the structure rather it creates more challenging. Controlling system is so simple that user needs not to ta e physical stress li e in race game user has to press a ey for a long time and need % concentration.

Left screen to Play

Tap bird and release

Controlling system 6

Interesting Points of Angry Birds

Learning Process
The game itself helps user to become expert in a very sort time.
There are some basic rules of physics that user can learn quic ly, li e in which position is suitable to brea full structure in a single shot. The projectile motion and brea ing time of structure are not instant, so user can realize his mista e. Previous trace of parabolic path is also a good choice for learning of throwing ability.

User has to learn to choose the red or pin path.

Parabolic dot path of previous shot

Interesting Points of Angry Birds

Excite ent & Fun

A simple game for clever person.
At first time, most of the players ta e it as a simple game for test but at beginning of level , most of them fail or gain less three stars score which ma es them curious and excitement. Users dont need any control power rather need some clever analysis li e in which way is the best throwing to hit perfect position of the structure. This challenge to prove improved analytical power in the very next shoot is ma ing the game popular.

Three stars score & Unloc Level

Challenges are every where.

Each level has its unique structure and the deeper the level so the harder the structure to brea . Unlocking next level is a challenge. Even there is a challenge to achieve t ree stars. Also every pac age has highest number of stars.

Lots of fun during play time.

Use of sling is really a fun and an unique idea. The direction of arabolic at is only users ability.

Sling

Interesting Points of Angry Birds

Marketing Strategies
Available in various platforms.
As touch screen based mobile platform is growing popular and obviously that was an excellent idea to choose this platform first.

Capture from small area to world wide

During the st release, ROVIO wanted to be the st in Finland and won this mar eting policy.
Angry Birds in Various Platforms

Available huge number of levels.

Generally other games have two or three levels for free but Angry Birds has lots of level (iPhone , Poached Eggs, 63 levels free) This is ma ing addiction to players.

Old players never go bac .

ROVIO eeps the old players by constantly provide new levels into stores.
Poached Eggs version

Advertise in social networ .

Use of Facebook and witter was a nice mar eting strategy to catch the mar et too. Off course ROVIO is spending huge money in development as well as mar eting.
Connection with social networ 9

Interesting Points of Angry Birds

Usability As ect
Perfect designed level.
Each level has been designed very carefully that user doesnt feel bore. Sequence of each level is also interesting li e the harder level the more powerful birds.

High quality resources.

Color combination and graphics are really entertaining. Variation of Music is composed nicely.
Animation of brea ing structure.

Realistic animation and motion.

Brea ing of structures is almost realistic and engaging physics rule.

Smoothing touch event.

Throwing from sling is clearly visible. Slide motion (Switching left or right screen) is maintained a reasonable time. Double tap for zooming is also a nice feature.
Zoom-in Status by double tap 10

Interesting Points of Angry Birds

References:
1. 2. 3. 4. 5. 6. http://en.wikipedia.org/wiki/angry_birds http://en.wikipedia.org/wiki/List_of_best-selling_video_games http://thenextweb.com/apps/2011/02/16/angry-birds-gamers-spend-200-million-minutes-playing-each-day/ http://www.pcworld.com/businesscenter/article/226383/angry_birds_reaches_140_million_downloads.html http://appys.com/winners/ Images: ALL images are taken from iPhone, XPERIA and nokia N900 devices.

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