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March 27, 2012

Angry Birds CMO Declares 'Franchise War'

By Jack Grauer, TMCnet Contributing Writer

Rovio Entertainment, the company behind the fiercely popular Angry Birds franchise, has acquired Futuremark, a Finland-based game design firm.



Last year, the spunky company threw the gauntlet down against one of the largest competitors in their market, Zynga (News - Alert), refusing a $2 billion dollar acquisition offer. Salting the injury, Rovio's CEO essentially chastised their competing company for their choice to remain squarely inside of the gaming world. At Angry Birds, "we stopped thinking of ourselves as a game company," explains CMO Peter Vestabacka. You could imagine him following with: “Angry Birds is a lifestyle.” He reminds us that in 2011 alone, Angry Birds sold over 25 million stuffed animals.

The Beatles were bigger than Jesus. Likewise, Rovio set their sights on Mickey Mouse. Vestebacka compared his company to a 21st Century version of Disney (News - Alert).

Remember Demolition Man? After the “franchise wars,” the only surviving fast-food power was Taco Bell, and they transformed into a fine dining establishment. It’s kind of like that.

The implication? It's all about synergy, folks. When you were a little kid, had you the free time and the energy to sufficiently torture your parents, you could have Teenage Mutant Ninja turtle-themed everything. You could wake up in the morning in your TMNT footie-pajamas, throw your TMNT sheets back, grab your TMNT lunch box, tighten your TMNT shoelace fasteners and head off to school. On the bus, you could read the TMNT comic book. You'd rush home in the afternoon to see TMNT re-runs on TV, play a TMNT video game for a few hours, hop back into your footies, hit the sack, and prepare for a night of some totally bodacious dreaming.

It is this sort of nauseating inescapability that Vestabacka envisions for his company. Imagine: Angry Birds every time you shut your eyes; Angry Birds when you turn on the TV; Angry Birds when you kiss your loved ones... Maybe Peter Vestabacka is a demented lunatic, but if you consider the fact that his company has grown more quickly than Skype (News - Alert), Facebook and the competing Zynga, it seems more likely that Futuremark is only the beginning.

Once the Angry Birds conquer space, your consciousness is the last frontier. You heard it here first, kids.




Edited by Tammy Wolf
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