Angry Birds Maker Rovio Appears to Women to Resist Growth Puzzle
Rovio Entertainment launched Small Town Murders, a new puzzle game aimed at women over 35, on Wednesday in its latest Effort to reduce its reliance on Angry Birds.
The Finnish firm’s brand new sport combines a murder mystery narrative with so-called match three puzzles, a gaming trend initially initiated in 2012 by King’s Candy Crush Saga.
Rovio has sought to diversify before, releasing three matches which were not Angry Birds themed because 2015, but none have gotten international hits in exactly the same manner as its 2011 blockbuster.
“We watch the Small Town Murders sport as an chance to expand our portfolio for different kinds of players and to tell different tales,” Rovio’s Puzzle Studio head Miika Tams explained.
Rovio, which recorded in 2018, has been making a steady quarterly matches earnings of about EUR 60 million euros (roughly Rs. 514 crores) for the past couple of years, largely by Angry Birds games.
But earnings are hit by increasing marketing costs and from its own 5G gaming platform Hatch which Rovio hasn’t attained the attention among investors that it had hoped .
Until today, Rovio’s games are targeted in children, but now it’s targeting adults who have more cash to invest on in-game purchases, for example extra moves or lives to keep playing.
“Women 35-years-old and older are our Puzzle Studio’s most important target audience. We’ve seen that women in this age group play this type of games the most and usually they have the opportunity to invest in the matches,” Tams told Reuters.