Angry Birds and the New Customer Engagement Model

Posted on April 24, 2013
By Varun K Ramachandra

Life isnt easy on Piggy Island for the Angry Birds. Red and his fearless feathered companions, Chuck, Matilda, Bomb, Blues and Terence, must band together to protect their eggs “ and their future “ from the wily plotting of the Bad Piggies! This is the description of Angry Birds Toons, a Finnish TV series revolving around the rivalry between the pigs and the birds in the popular game of the same name. Later this month, Rovio will inaugurate, in what is probably the first of many, an Angry Birds themed activity park. The park is expected to lend access to new features in the mobile game, as the Angry Birds creators try and fuse the digital world with reality [1]. Angry Birds- the movie is slated for release in the summer of 2016 and many pundits believe that the movie could be potentially available on smartphones and other mobile devices after its release [2]. The success of Angry Birds franchise is clearly evident, but what has driven this success? The answer is a simple yet attractive mobile app that is played for a whopping 300 million minutes every day [3]. What started as an addictive game is now turning out to be a multi-million dollar enterprise with a customer engagement model that will probably be known as the best of its kind in the years to come. These examples clearly illustrate that a mobile device is not just a nifty tool to browse the Internet and play games but ˜real estate that grabs the attention of users and hence more ad dollars. Later this month, we will be launching our developer research initiative to understand how users perceive apps. Watch this space for more.