During the six months it took to develop the game, Rovio was working on other projects too, and produced four games for other companies. Rovio dedicated a budget of €25,000 for the game, and the team worked on Angry Birds as a hobby project. So the company decided to make a game around the concept - the birds would have to be launched into the air and strike pigs off their pedestals. Rovio finally came up with a reason the birds looked so angry - some pigs had stolen their eggs. For such simple characters, they made us think so much. We all started thinking about why they are so angry. It showed a bunch of round cartoon birds, who, for some reason, looked cross. “There was something about those characters,” says Mikael. The team’s artists would regularly come up with concepts and drawings, but there was one that stood out. It would also help to have an icon which would stand out in the App store. The team carefully considered the iPhone landscape, and thought that there were some conditions for a game to succeed: it should have no tutorial its loading times should be minimal, and it could be happily played for just one minute, useful for the short attention spans of millennial iPhone users. Rovio’s previous games had catered to niche audiences, with some sci-fi and horror titles, but this time they wanted to make a game that would appeal to iPhone’s massive customer base. “We tried to profile the iPhone user and it turned out that it was everybody,” saidMikael Hed, the CEO of Rovio. When the iPhone released in 2007, and Rovio thought this was their big chance. They’d made 51 titles before Angry Birds, but the model was quickly proving unviable. They’d discovered they were able to make some cool games, but distribution was hard. The company had been founded in 2003 by students who’d won a video-game making competition, and thought it would be fun to start their own studio.
It had fired most of its staff, and was left with only 12 employees. In 2009, Rovio was a small gaming studio in Finland that was on the verge of bankruptcy.
Rovio might seem like an overnight success, but it was anything but.
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And it’s become one of the few games that’s effortlessly transcended into other mediums - Angry Birds has been spun off into a TV series, it’s lent its name to rides at entertainment parks, and has even become a full-length Hollywood movie. That’s a lot of money for a company that’s best known for building a game that chucked birds at pigs, but Angry Birds wasn’t just any other game - with more than 3 billion global downloads, it’s one of the most popular freemium games of all time. The company will list of Finland’s stock markets on 29th September, with an initial price at Euro 10.25-11.50 per share, it’ll command a total market cap of over $1 billion. Rovio, the company behind the smash hit game Angry Birds, has announced it’s going public. The birds might have been angry, but they’re also about to become very rich.
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