What lies behind ‘Angry Birds” success?

From Marketing Weblog:

Andy Birds is a puzzle video game developed by Finland-based Rovio Mobile, in which players use a slingshot to launch birds at pigs stationed on or within various structures, with the intent of destroying all the pigs on the playfield. Inspired by a simple sketch of stylized wingless birds, the game was first released for Apple’s iOS in December 2009. Since that time, over 12 million copies of the game have been purchased from Apple’s App Store, which has prompted the company to design versions for other touchscreen-based smartphones, such as those using the Android operating system, among others. Rovio Mobile has supported Angry Birds with numerous free updates that add additional game content, and the company has even released stand-alone holiday versions of the game.

Angry Birds has been praised for its successful combination of addictive gameplay, comical style, and low price. Its popularity led to versions of Angry Birds being created for personal computers and gaming consoles, a market for merchandise featuring its characters and even long-term plans for a feature film or television series. With over 50 million downloads across all platforms, the game has been called “one of the most mainstream games out right now” and “one of the great runaway hits of 2010″.

The application has recently been awarded at the 2011 World Mobile Congress as the Application of the Year on the Apple Platform + Best Mobile Application.

Quite impressive but, WHAT LIES BEHIND ITS SUCCESS?

In the video that I enclose, Peter Vesterbacka from Rovio hints the key success factors that have made the difference for them.

Among them, I would like to emphasize the following ones:

– Smart Brand Management, that started in one niche of the Mobile Areas has expanded gradually, first to the rest of the Mobile and then to other areas of entertainment.

– State-of-the- art customer experience, through a game that is easy to play and turns out to be really catchy (you can spend hours playing without noticing it!).

– Adaptation to the new trends and market. Specifically, it was designed to the new touch devices, that have been mainly focused on early adopters.

– Gradual and segmented approach. Did not try to go for the whole market at once but first started to the i-phone early adopters and trend setters, and then moved to aother platforms such as Android.

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