Rovio to Maximize Revenues from Angry Birds

Our client Rovio Entertainment Ltd., previously known as Relude and Rovio Mobile, is a Finnish developer, publisher, distributor of video games and entertainment company headquartered in Espoo, Finland. The company was founded in 2003 as a mobile game development studio named Relude, and was renamed to Rovio Mobile in 2005.

The year is 2009. Our client Rovio Entertainment has recently developed a simple, yet addictive puzzle game for mobile devices called "Angry Birds". In the game, players use a slingshot to launch birds at pigs stationed in or around various structures with the goal of destroying all the pigs on the playing field. As players advance through the game new types of birds become available, some with special abilities that can be activated by the player. The Angry Birds game reached No. 1 spot in the Apple App Store paid apps chart after six months, and remained charted for months after.

Angry Birds is the 52nd game released by the client Rovio. Rovio is considering how to maximize their revenues from Angry Birds in the next few years. Mobile video games tend to have short life cycles. A game receives the vast majority of its revenues within the first year of release. What would you recommend to the client in order to maximize their revenues from Angry Birds?