Rovio have turned Angry Birds into a casual juggernaut - and rather than expand into new franchises, they've decided to put all of their eggs in the same nest. Apparently they aspire to gain a billion fans for the series: a lofty goal as well as a sixth of the world's population.
Speaking at the Casual Connect game show in Seattle, Rovio head Peter Vesterbacka stated that they'll be seeking to become one of the biggest entertainment brands in history, and will do so by aggressively stepping up marketing in China and Eastern territories.
Game makers buy into their own bullsh*t.
You think you can make hit after hit. We know how hard it is to do that, so we are betting everything on Angry Birds.
We are betting everything on Angry Birds. We want to be the first entertainment brand with a billion fans. That will take us two or three years to do. Next year, we want to be the leading entertainment brand in China.
This is an impressive claim to be sure... but it's also a risky (and arrogant) strategy. Apps, even Angry Birds, are designed for short term consumption and distraction... and interest tends to fade sooner or later. We can expect some spinoffs sooner or later. [via VentureBeat]
Are Rovio destined for a billion fans? Or is basing a legacy on a single app too flimsy a foundation? Have your say in the comments!