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Ads in Angry Birds cause some squawking
Rovio's Peter Vesterbacka was pretty outgoing at GDC a few weeks ago, claiming that "it all works" when it comes to ad-driven business models on the App Store. But he might be relearning that lesson the hard way right now -- after an update to Angry Birds HD on the iPad added a "News" section in the replay screen that advertises other Angry Birds products, some users have gotten their feathers ruffled. That "News" section takes a while to load, and it must come up every time a level needs to be restarted, which means some players have raised their voices and voting fingers on the official iTunes listing. There's a few issues here -- first, we've seen in the past that most users don't actually mind ads in iPhone apps, as long as they don't mess up the flow of the app. It sounds like Rovio didn't quite plan this one correctly. Users who need to replay levels a lot (like those trying to max out their star totals) are seeing the ads quite a bit and losing that loading time every time, which creates frustration. Second, this is a free update to a paid app, and users who had already paid the US$4.99 for it are now frustrated that they're seeing ads, even if they are just for other Angry Birds products. So what's Rovio to do? The company has had success already with ads on the Android version of the app, but that was originally a free download. Given that the iTunes ratings are definitely suffering (the latest version only has 2.5 stars, as opposed to all versions' 4.5 stars), Rovio will probably have to put its ads elsewhere, either in the main menu of the app or out of the paid app completely. It seems like Vesterbacka and company have finally found a model for Angry Birds that doesn't work that well.
Rovio sells 6.5M copies of Angry Birds without advertising once
I got to meet the creators of Angry Birds back at E3 earlier this year, but because of our busy schedules, didn't get too much of a chance to really talk with them in-depth about their experience on the App Store so far. Fortunately, GamesBeat has done just that, providing a nice profile of Rovio's Peter Vesterbacka and Mikael Hed, the two Finnish creators of one of the App Store's most popular titles. They're actually mobile app veterans -- while Angry Birds is their biggest hit as a company, they've also developed for lots of other groups, including Real Networks and Electronic Arts. The game was created to be casual, open to anyone to play, and use some really memorable characters that would resonate with anyone who picked it up. They accomplished those goals -- the game has found a surprising following around the world, and almost everyone who owns an iPhone recognizes the birds and pigs characters. A US$4.99 iPad version has also taken off, and Rovio plans to bring the app to lots of other mobile devices as well. The growth has been entirely organic, too -- they haven't spent a single cent on advertising the game, instead relying completely on word-of-mouth and Apple's own promotional tools. And while their success is already quite widespread, the two say their goals are even bigger than what they've accomplished so far: they hope to eventually see 100 million paid downloads. Definitely possible -- it's interesting to see how iPhone-created brands are growing so quickly.
Topping the App Store charts with Angry Birds
Angry Birds is one of the growing number of phenomenal success stories coming out of the App Store. It's a simple game; you drag birds in a slingshot in order to try and get them to knock down structures and hit green pigs. It's really resonated with audiences, though, and just like we heard with Doodle Jump, a string of constant free updates has propelled it to the top of the charts. I got to talk to Mikael and Niklas Hed, cousins and chief officers at Rovio Mobile (the company behind Angry Birds), last week at E3 about their game and its success so far. They told me that the game has had four million downloads to date across, both, its paid and lite versions, and they said that they'll keep updating it "as long as the underlying market keeps growing." I asked them why they have chosen this model of just supporting the game with free updates, and they pointed to Valve's Team Fortress 2 as an example; they're updating the game just because they're "focused on bringing great value" to their customers. Future updates to the game will include new birds to play around with and a little bit of multiplayer functionality, which is coming in a "huge update" very soon. I also asked about the iPad version (which has gotten some bad reviews, since it's basically the same as the iPhone version), and they said that it was just a matter of resources, but they did want to update that version of the app in the future.
