It is likely one of the hottest manufacturers on the planet and with 97% consciousness, the world’s most recognised recreation. Now Rovio Leisure, maker of Offended Birds, plans to leverage the IP to create a brand new technology of location-based leisure experiences.

With the primary Offended Birds World open in Qatar and the Finnish recreation developer in search of new companions across the globe, we have a look at the continued progress of the model.

“Angry Birds is a rare breed,” says Joe Lawson, Senior Vice-President of Content material Licensing and Model Growth at Rovio. Certainly. You received’t see these feathered creatures in any bird-spotting e book. However you will see them in just a few model case research.

Rovio – a Finnish success story

Rovio-Angry-Birds_office_outsideRovio began life as  an in-house video games firm, referred to as Relude at the moment, growing video games for Nokia telephones, one other main Finnish model.  As a studio, they developed 51 video games that by no means fairly made it. Then they hit gold in 2009 with recreation quantity 52: Offended Birds. The timing simply occurred to be proper because the iPhone got here out and touchscreen know-how was taking off and Offended Birds was the primary recreation on the time that was capable of utilise the usage of total large touchscreen in a means no-one else was. Slingshot was a style Rovio launched to the cell gaming world.

Offended Birds grew to become the de facto recreation that you just needed to have. The unique recreation has been downloaded greater than 1.2B occasions so far. The preliminary, extraordinary gross sales surge is unlikely ever to be repeated. Nevertheless, because of the discharge of many new Offended Birds titles, like Offended Birds 2 in 2015, sequel to the unique Offended Birds, Rovio’s Offended Birds recreation downloads have now multiplied.

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Rovio headquarters

“When the original game came out, the model was very different,” says Lawson. “You paid a fee, somewhere around 99 cents, to download the game. Now the download is free, but there are in-app purchases; ways to spend money to get power ups and do all kinds of different things. Angry Birds 2 continues to be our most popular game.”

One of the crucial downloaded video games of all time

Lawson says: “Angry Birds has long been a brand that has far exceeded its mobile gaming origins to become a multi-platform entertainment phenomenon. Early in the brand’s lifecycle, it became one of the most well-known and successful consumer product brands on the planet. This led to high-profile collaborations with other top tier entertainment brands and promotional campaigns with some of the biggest companies in the world. Our characters and stories resonate with people all over the world. This makes them a popular choice when choosing a family entertainment centre excursion or a location-based entertainment destination.”

A soaraway success, Offended Birds famously grew to become some of the downloaded video games of all time. Rovio’s Offended Birds video games have over 4 billion downloads and counting. A decade on from the unique Offended Birds recreation’s launch in 2009, Rovio stays as lively and profitable as ever.

Sustaining the model

rovio pig with flame angry birds rovio“We are definitely on the road to building an evergreen brand,” says Lawson. He joined Rovio 5 years in the past to work on The Offended Birds Film. Figuring out of LA, he beforehand served in a wide range of advertising and promotional roles with DreamWorks Animation and twentieth Century Fox. The sustainability of the Offended Birds model, he believes, is because of the truth that it has diversified past gaming.

Outdoors of Rovio’s core gaming enterprise, probably the most vital improvement was The Offended Birds Film, an enormous hit worldwide. Launched in 2016, the animated movie grossed over $352 million on the field workplace. A sequel is now in manufacturing, set for an August 2019 launch by Sony Footage.

“The 2016 movie significantly transformed the value of the Angry Birds brand,” says Lawson. “More than anything, it gave personality and voices to the original characters in the game. It became a story about friendship, teamwork and believing in yourself. The characters and comedy of the movie world have helped to inform new ways to take the brand and tell meaningful stories across all types of consumer touchpoints – from games, consumer products, publishing, animation and of course location-based entertainment.”

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Offended Birds step from the display

Rovio’s first foray into the points of interest enterprise, or location-based leisure (LBE), was with a handful of Offended Birds Exercise Parks. Launched at a wide range of venues in Europe and Asia from 2012 onwards, they introduced the birds out of the display and into actual life.

A handful of those themed outside playgrounds, developed with Finnish producer Lappset, are nonetheless in operation globally. There are additionally 5 indoor Offended Birds Exercise Parks that includes varied video games and actions in St Petersburg, Russia, and Johor Bahru, Malaysia. In Canary Island there’s Offended Birds Outside exercise park at Vacation Membership Puerto Rico, Spain.

At Finland’s Särkänniemi amusement park within the metropolis of Tampere, Offended Birds Landpictured above – has been entertaining friends for the previous seven seasons. It contains an Offended Birds Journey Course from Lappset, a lot of Zamperla rides, halfway video games, meals & beverage and merchandise alternatives.

At Thorpe Park close to London, Merlin Entertainments has operated Offended Birds Land since 2014. Along with the Offended Birds 4D Expertise, ae movie distributed by SimEx-Iwerks, the realm options King Ping’s Wild Dodgems and the Detonator: Bombs Away drop tower.

Bringing the model to Qatar

“And now we have Angry Birds World, the brand’s largest location-based experience to date”, says Ilari Laitinen, Rovio’s Key Account Supervisor and Head of Design for Location Based mostly Leisure. The 17,000 sq. metre (183,000 sq ft) providing debuted on the Doha Competition Metropolis mall in Qatar in June. By the point it’s all open, customer will be capable of work together with the birds in over 20 rides, points of interest and actions. Impressed by cell gameplay, and with a eager deal with ‘edutainment’, the air-conditioned leisure centre is pitched in any respect ages.

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Highlights embrace an attention-grabbing interactive Huge Tree, the ‘Blast Bomb’ Drop ‘n’ Twist Tower and Purple Alert journey – as pictured above. A number of bigger outside points of interest are on the way in which.

The brand new outlet is in truth one in all 4 household leisure choices developed at Doha Competition Metropolis by the operator Trimoo. For the corporate’s CEO and co-founder Riad Makdessi, the Offended Birds model was a no brainer.

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“The Angry Birds fan base is rather big and impressively diversified as it covers the whole family,” he says. “It gave us immediate recognition in our first trials for the park. Rovio is a great company with great people, who love what they do. Our ambition for Angry Birds World is big and we believe in the brand and the people behind it.”

Offended Birds – far more than a recreation

Lawson says that, “it’s nearly impossible to maintain the stratospheric success that Angry Birds experienced early on. We knew that eventually it would have to level out, though it took much longer than you’d expect for brands that hit similar heights. We kept focusing on what was important to us. That was about continuing to deliver amazing products and experiences for our fans.”

Offended Birds x Think about Dragons

So in addition to video games, film, reside reveals and hours of on-line content material, Offended Birds model extensions proceed. There have been latest partnerships with the NFL, Chicago Bulls, Iron Maiden and Think about Dragons. Within the US, there’s even an Offended Birds recreation present in improvement with MGM Tv.

Final month, Rovio launched a extremely praised digital/combined actuality recreation referred to as Offended Birds First Particular person Slingshot for the Magic Leap Creator One, which is on the market now.  And subsequent summer season, tied to The Offended Birds Film 2 launch, Rovio has partnered with Hologate and Sony Footage to convey a Digital Actuality expertise that can enable friends to step contained in the world of the brand new film as birds battling the pigs in VR.

angry birds hologate rovio

“Both the Magic Leap and Hologate experiences, and other things we have in development, mark our desire to deliver more innovative, interactive and experiential activities for visitors to experience in theme parks, FECs or even at home,” says Lawson

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Location-based leisure: Rovio’s new strategic method

With the second Offended Birds film approaching, Rovio is a taking a really strategic method to rising and sustaining the model. That features a extra centered effort on growing its LBE enterprise.

“In the early days of the Angry Birds Activity Parks, Rovio took a very opportunistic approach to the business,” says Laitinen. “Everything was happening so fast, we didn’t really have time to stop and set a strategy for location-based entertainment.”

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Offended Birds Exercise Park St Petersburg

Rovio is now taking a look at alternatives by means of a brand new lens, says Laitinen. “We now have the benefit of nearly a decade of brand activations, which has provided us with a wealth of consumer feedback. We know what works, what doesn’t.”

The aim now’s to “keep quality high and deliver experiences that are consistently more interactive and innovative. Experiences that can be easily adapted and refreshed to meet the constantly changing demands of the audience. Technology in the LBE space has also seen tremendous advances, which will only enhance the experiences we can deliver to our fans.”

Expertise is after all integral to a model born out of cell gaming. However conscious, of strain from dad and mom over the quantity of ‘screen time’ their youngsters expertise, Rovio is eager to offer location-based experiences that “are very much focused on active play.”

A model with broad attraction

Rovio has a number of standards in growing the subsequent technology of Offended Birds points of interest. “First and foremost, we are looking for opportunities that reflect the voice and positioning of our brand,” says Lawson. “Usually with a focus on humour, playfulness, delightful destruction and digital connectivity. Target audience is also really important. We want to make our experiences accessible to everyone.”

Lawson says there is no such thing as a typical Offended Birds fan. “Our fans relate to the brand in different ways,” he says. “We have teen and adult fans who love our games. We also have kids who adore our short form animation and consumer products, and families who love our movies and other entertainment offerings. Because of the broad appeal of the brand, it lends itself well to location-based entertainment and to live shows. It means the entire family can enjoy the brand together.”

The US continues to be Offended Birds’ strongest market, however the model enjoys sturdy reputation world wide. Rovio sees great alternatives inside the LBE sector throughout Asia, the Center East and Jap Europe. “Truth is, the world loves Angry Birds.”

Offended Birds World – Qatar

With its mixture of indoor and outside points of interest, comprising each rides and lively points of interest, Offended Birds World in Qatar is probably the most numerous location-based expertise Rovio has licensed the model to but.

Unfold over 4 ranges at Doha Competition Metropolis, Offended Birds World options 14 points of interest. In addition to the aforementioned Purple Alert and Blast Bomb, these embrace a Bouncing Blues journey. Along with some bumper automobiles, there’s an Offended Birds go-kart monitor.

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Additional points of interest embrace the Offended Birds Hatchlings play space, Trampoline Universe, Epic Battle laser tag, a celebration lounge, “bird day” room, arcade and redemption space, plus the South Seaside Café.

Standing proud over all 4 flooring of Offended Birds World is Huge Tree – pictured under – a 55ft (16.7m) construction that gives a wide range of interactive workshops the place each adults and youngsters can study the fundamentals of science, enhance their musical skill and develop their artistic abilities.

Rovio-Angry-Birds_World_Qatar_Big-TreeFor the extra journey customer, the tree additionally homes Personal the Sky, a curler glider from Walltopia that spirals across the outdoors of the construction.

Deliberate points of interest within the outside space will embrace the world’s greatest slingshot/reverse bungee (60m/196ft tall) from Funtime, a Zamperla Disk’O Coaster and interactive boat journey from Mack Rides. The latter will function magic wands by Lagotronics Tasks that passengers can use to set off particular results each outdoors and in a darkish journey part.

Selecting the best companions

Offended Birds World seems at Doha Competition Metropolis alongside three different location-based experiences from Trimoo. These are the Virtuocity gaming area, Juniverse edutainment centre and Snow Dunes, a -4°C snow park themed round a fantastical Arabian city.

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With workplaces in Qatar and the Netherlands, Trimoo was deeply concerned within the improvement of Offended Birds World. This included design and attraction choice. “We have developed a lot of know-how around the design, construction and operation of the park,” says Makdessi.

Laitinen says he’s happy to work with companions like Trimoo. “Rovio is very much focused on delivering quality and memorable experiences to our fans. So our first criteria when selecting partners are licensees who have this same commitment. We have had the privilege to meet and work with a pool of professionals in different territories. Each has diverse specialties, and the best knowledge of the needs and wishes of consumers in their respective markets.”

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“And we are always looking to meet more designers and attraction vendors,” says Lawson. “Together we can create new theme park and FEC experiences that lift our birds and pigs to the next level. We know those companies are often on the front lines of new developments. As a result, we look forward to meeting as many of them as possible at upcoming industry events like IAAPA Attractions Expo.”

Offended Birds Land – Finland

Opened in Could 2012, Offended Birds Land at Särkänniemi remains to be going sturdy. “The brand was as a massive phenomena at the time, and we benefited from that hugely,” says the Finnish park’s CEO, Miikka Seppälä. Being the primary park with an IP associated to cell gaming was one thing new. We acquired over a billion media hits! Though the hype is gone, most of our friends nonetheless wish to go to Offended Birds Land. It is a vital purpose why they select our park over others.”

The IP was chosen for a lot of causes, says Seppälä. “We pretty much have all the potential guests in Finland already. So bringing in Angry Birds Land was more about guest retention and offering a better experience, as well as attracting foreign guests. Both targets we have succeeded in. The land is especially appealing to visitors from Asia. They sometimes think our entire park is related to Angry Birds!”

Särkänniemi is about to signal one other contract extension with Rovio. Seppälä believes there’s nonetheless scope to develop the expertise at Offended Birds Land.

“As a gaming IP, Angry Birds offers possibilities in the future for mixed reality and combining real world with the digital world,” he says. “Rovio have proved to be a partner who have put their hearts and souls into the project. Their help and continued to support with Angry Birds Land is more than we could’ve imagined.”

Offended Birds take flight in China

Laitinen says Rovio is extraordinarily enthusiastic about two indoor park initiatives it’s planning for China. They’re in Beijing and Shenyang. “These will be the first Angry Birds parks in the country. Having a high profile project in the Chinese capital is super important for Rovio’s location-based entertainment business.”

Each initiatives must be open earlier than the tip of 2019. As well as, Rovio is planning a handful of touring Offended Birds stage reveals. Scripted initiatives are being developed in China, Europe, Latin America and the USA. There’s additionally an area ice present set for Jap Europe, “and we are anticipating it will be truly spectacular”.

The Offended Birds Film 2 – coming August 2019

 class=However first brace your self for The Offended Birds Film 2. “The first movie introduced us to the Hatchlings. This provided a deeper emotional connection. It explains why the birds must protect their eggs at all costs,” says Joe Lawson at Rovio.

“With the sequel planned for release next summer, everything is bigger. The laughs are bigger, the stakes are higher, the scale and scope are much greater. And the amazing cast of voice actors, new and returning, is out of this world. The evolution in character and storytelling will further cement Angry Birds as an evergreen property.”

Pictures courtesy Rovio, Trimoo, Offended Birds World and Särkänniemi

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