In 2009, Finnish company Rovio released Angry Birds, a casual puzzle game for touchscreen smartphones that by late 2011 had notched up an astonishing 500 million downloads across various platforms. Angry Birds has been extremely well reviewed, due to its challenging gameplay, abundance of levels, excellent sound design and high attention to detail.

Rovio attributes the success of the game to a number of factors, including their decision to approach the game less as a static product and more as an experience or a service, comparable to a website that is constantly updated and responsive to fan feedback.

Rovio’s CEO Peter Vesterbacka has claimed that the mobile phone is now the ‘centre of gravity’ not just for games but for all entertainment. The Angry Birds brand has widened to include soft toys, clothing, and a range of playground equipment. An animated film is also in the works. Angry Birds was the fifty-second game produced by Rovio since its formation in 2003.

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