How Angry Birds Is Becoming the Next Super Mario

Rovio CEO Mikael Hed (left) and Rovio "Mighty Eagle" Peter Vesterbacka (right) have cracked the App Store code. Photo: Jon Snyder/Wired.com

You can’t go a day without hearing someone mention Angry Birds.

Fans on Twitter share pictures of cakes they decorated with the Angry Birds characters. On YouTube, parents post videos of their kids playing Angry Birds in real life. Even talk show hosts like Conan O’Brien can’t resist cracking a joke about the game every night.

The game’s creator Rovio on Friday announced a new game, Angry Birds Rio, based on a�movie made by Fox. (See teaser images below.)

The game is so ubiquitous it’s almost obnoxious. Some tech observers previously dubbed Angry Birds the new Pac-Man, but that wasn’t enough for the game’s makers.

“What we’re doing is we’re building out the Angry Birds world,” said Peter Vesterbacka, whose business card title reads “Mighty Eagle” of Rovio. “Pac-Man is only one game. Mario is a better benchmark.”

Rovio announced a new Angry Birds game based on a movie made by Fox. The game is due out March on multiple game platforms. Image courtesy of Rovio

Angry Birds first appeared in Apple’s iPhone App Store�in December 2009. Since then, the game has expanded to multiple devices, including the iPad, Android phones and the Sony PlayStation Portable, amassing over 75 million downloads to date, according to Rovio. The majority of sales comes from the App Store, where Angry Birds has consistently ranked a best seller.

Made by the creators of Ice Age, Rio will release in theaters April 15. Image courtesy of Rovio

Angry Birds accentuates the business opportunity unlocked by the iTunes App Store, Apple’s digital-distribution platform for selling third-party apps for the iPhone, iPad and iPod Touch. Launched in summer of 2008, the App Store’s friction-free business model proved to be a new digital frontier where software programmers big and small had an opportunity to make serious money, whereas before, hobbyist coders were no match to major game studios and their colossal marketing budgets.

In the App Store, some programmers have netted hundreds of thousands of dollars in sales with clever games, software utilities and DIY social marketing.�Apple recently announced that iOS customers surpassed 10 billion app downloads.

But Angry Birds was not a small-team effort, nor was its success a lucky strike. Based in Finland, the Rovio game studio that makes Angry Birds has 40 employees and expects to expand to 100 by the end of this year.

Angry Birds was actually the studio’s 52nd published game, and its 16th originally created game, according to Mikael Hed, Rovio’s CEO. He said the game’s success was carefully engineered with physics-based gameplay that made it easy to learn, while creating depth for advanced players in later stages. Add to that very cute characters and sounds, and a polished design, and you have a big hit.