Rovio's chief executive Mikael Hed has suggested that there are ways to make piracy work for the companies involved, in an address at the Midem conference in Cannes yesterday.
Rovio are no strangers to the problems of piracy, but Hed suggests that the games industry takes note of the "rather terrible ways" that the music industry has tried (and continues to try - Ed.) to combat piracy.
"We have some issues with piracy, not only in apps, but also especially in the consumer products. There is tons and tons of merchandise out there, especially in Asia, which is not officially licensed products," said Hed.
"We could learn a lot from the music industry, and the rather terrible ways the music industry has tried to combat piracy."
First thing? Well, according to Hed, the first step is to stop seeing consumers as leeches of content and learn to treat them well, recognising that fanbase is tied to business success.
"We took something from the music industry, which was to stop treating the customers as users, and start treating them as fans. We do that today: we talk about how many fans we have," he said.
"If we lose that fanbase, our business is done, but if we can grow that fanbase, our business will grow."
Rovio are relatively disinterested with pursuing pirates of their games through the courts, seeing it as a "futile" venture, except in cases where they feel that the pirated products in question might be harmful to the Angry Birds brand, or, according to the Guardian, ripping off its fans.
"Piracy may not be a bad thing: it can get us more business at the end of the day,"said Hed.