Angry Birds-maker Rovio Entertainment will be hoping to prove it’s no one-hit wonder when it launches Bad Piggies on Thursday, just as players seem to be tiring of the game they’ve been addicted to for the past three years.
The new game will feature pigs which strike back at the birds who attacked them with slingshots in Angry Birds.
A hit on app stores would give the Finnish company a boost as it looks to a possible stock market flotation next year. Some analysts put its market value at between $6 billion (around Rs.31,920 crore today) and $9 billion, nearly on a par with another top Finnish tech name, phone maker Nokia
Rovio was founded in 2003 and became a global phenomenon after it launched Angry Birds for Apple Inc.’s iPhone in late 2009. The highly-addictive game helped Rovio’s sales jump 10-fold to $100 million in 2011, a fraction of the €38.7 billion (around Rs.2.6 trillion today) which Nokia chalked up.
It has remained at the top of gaming charts, with more than a billion downloads, and had 200 million monthly users at the end of 2011. That compares for instance with the 240 million attracted by offerings from US-based Zynga Inc., such as the Facebook-based Farmville. But there are signs Rovio is losing its momentum.
In Bad Piggies, instead of shooting with a slingshot, players build vehicles that help the characters get the birds’ eggs. The company said it was hoping the new game would breathe additional life into its brand.
“We see Bad Piggies as a long-term brand-building exercise. In three years from now we want to see Angry Birds and Bad Piggies as strong vibrant brands out there,” Petri Jarvilehto, head of gaming at Rovio, told Reuters in an interview.
Rovio is also expanding into merchandising, modelling its long-term strategy on Walt Disney by selling a range of stuffed animals and other toys, as well as branded playground equipment which then bolster branding for its games.
“Rovio needs to re-establish its reputation for creating hits with legs (staying power),” Kuittinen said. “There is no doubt that the pig game will hit number 1 at launch. But it has to stay in top ten for half a year to erase the doubts that the fast fade of Amazing Alex has created.