Posted by Aditi Vyas, September 13, 2011
Success of Angry birds
Just yesterday, at Techcrunch Disrupt, the creators of Angry Birds confirmed that they are going to launch the game for Facebook. They have also confirmed in the past that an IPO is something definitely on their mind. Angry Birds is talking IPO. Who knew that a few little birds and some pigs could together be valued at over millions of dollars? But such is the magic of this game that according Wired magazine, every day, users spend 200 million minutes — 16 years every hour — playing the mobile game. In the competitive app market, how does a slingshot game sell over 12 million copies and go on to become the award winning app at the world mobile congress? There are angry bird cakes being made, t-shirts for young gamers, and even onesies for babies. Not to mention millions of plush angry bird toys!
Why did it click?
Ever wonder why something clicks and something doesn’t? As millions of hours are spent flinging these cute birds onto the collapsible structures, there have been cognitive analyses and psychological tearing apart of why users are so addicted to this game. I have my list of three.
The timing was right: The creators were smart enough to realize in early 2009 that Smartphones were going to become the most popular medium. They were very methodical in their vision of this game and introduced it with all the right elements at the right time.
The “cute” factor: There is no denying the cuteness of these birds. They look angry but not in a threatening way. They are angry enough just to make that structure fall. (There is something very gratifying to see that structure teeter and collapse because of your shot). And they are bright colored and plump. Add the catchy tune that plays when you are starting, and the twitter and cawing of the birds, and it is impossible to turn that thing off!
Simplicity: The number one reason in my opinion is this game is so easy to figure out and play. You see the slingshot, see the collapsible structure and you know right away how to play. (Never mind how lame you felt when you saw 4 year olds on 24th level while you were struggling on the 6th). Only proves what I have always believed-place the human element at the center when you design a product and everything will be alright!
What’s next
If you think this game was Rovio’s overnight success, think again. This company has paid its dues. It struggled for 8 years launching 51 titles without much success before they hit their jackpot with Angry Birds. That makes you think if there is really such a thing as overnight success. The task ahead for Rovio is to figure out how to manage the buzz after it has peaked. They are sitting on a massive brand and the trick is to manage it cleverly. They have done a good job so far-Introducing creative upgrades and creating a strong merchandise line. I won’t be surprised, if, in future, these birds and swine show up in a Hollywood flick.What will it be called? “Revenge of the Angry Birds?”