Angry Birds developer Rovio has announced it is to continue backing its bird-flinging app sensation as it looks to emulate the success of gaming heroes such as Nintendo’s Mario.
Speaking at the Casual Connect game show in Seattle Rovio head Peter Vesterbacka revealed that the Finnish app developer intends to continue with its globally dominant brand and not look to chase a string of individual successes.
"Game makers buy into their own bullsh*t,” Vesterbacka declared. "You think you can make hit after hit. We know how hard it is to do that, so we are betting everything on Angry Birds."
Outing the plans and hopes for the Angry Birds franchise Vesterbacka announced: "We want to be the first entertainment brand with a billion fans. That will take us two or three years to do. Next year, we want to be the leading entertainment brand in China."
Despite becoming arguably the most successful mobile application of all time Vesterbacka believes the Angry Birds brand still has a way to go to reach its full potential. "All of our enterprises have to be insanely profitable and so far they are. The games and toys are very profitable right now. It's not all about monetization now. It's about keeping the fans coming back and building the brand."