Game maker, game changer
Rovio, the makers of Angry Birds, have built their entertainment brand in a different way from their competitors. Instead of making a film or TV show then looking at licensing for consumer products, the company started with the game (Angry Birds) and are now expanding to consumer products and more traditional media – with the Angry Birds cartoon series launching on smartphones, tablets and connected devices soon.
Rovio’s distribution strategy is unusual as, rather than simply targeting the web or even cable partnerships, the company is using its reach of more than 1.7 billion downloads as a direct way to reach potential viewers. Could the smartphone and tablet become the driving force behind content discovery and delivery? If so, Rovio’s strategy of creating its own distribution system within its apps could be a stroke of genius.