Rovio CMO Peter Vesterbacka points out that video consumption is transitioning such that mobile is becoming the first screen. At a press conference this morning, he said, “We're there; that's where the fans are. If you’re a brand and you want to reach these guys, we can help.”
The Rovio team believes in a fan-first approach, and when it comes to working with partners, Michele Tobin, VP for global brand partnerships and advertising, said the advertising team brings that same ideology to brands. Ads are “native, organic experiences that fans are embracing,” she said.
The company has also branched out into physical toys, seeking to bridge the offline and online gaming experience by launching a toy product and companion app for "Angry Birds Star Wars 2" on the same day.
According to Tobin, the preroll ads also are incredibly successful, with 90-100% completion rates in some cases.
Vesterbacka said he is confident about the longevity of the Angry Birds franchise. “We are not building for 100 days, but building Angry Birds for 100 years.”