Rovio Entertainment, the makers of popular mobile game – the Angry Birds, will launch another game today. The new game, named as Bad Piggies, will feature pigs who now will strike back at the birds who attacked them with slingshots in Angry Birds.
In Bad Piggies, instead of shooting with a slingshot, players build vehicles that help the characters get the birds’ eggs.
The company said it is 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,” said Petri Jarvilehto, head of gaming at Rovio.
Rovio was founded in 2003 and became a global phenomenon after it launched Angry Birds for Apple’s iPhone in late 2009. The Angry Birds helped Rovio’s sales jump 10-fold to USD 100 million last year. However, later it launched the Amazing Alex, which could not match that success of Angry Birds.
Rovio is also expanding into merchandising, modeling its long-term strategy on Walt Disney by selling a range of stuffed and other toys, as well as branded playground equipment. Last year, some 30 per cent of turnover for Rovio came from items itself.