Read The Rich Angry Birds Case Study Beginning On Pag 648363
Read Therich Angry Birdscase Study Beginning On Page 262 And Answer D
Read the Rich, Angry Birds case study beginning on page 262 and answer discussion questions 1 through 6. Angry Birds is a simple and extremely popular video game that has taken the world by storm. Angry Birds is a mobile app whose franchise is also expanding to video game consoles, board games, cookbooks, and toys. In the game, the goal is to retrieve the stolen bird eggs from the enemy pigs and kill the pigs. Players use a slingshot to launch wingless birds through the air to destroy pigs and various structures that are housing the pigs.
If the players complete their mission of killing all the pigs within the allotted time and number of birds, they pass to the next level, where different pigs and structures await to be killed and destroyed. As players progress through the stages of the game, new types of birds and features, such as explosives, become available. Numerous free updates, additional content, and holiday promotions help keep consumers hooked on this game. The global market for applications, or "apps," is already huge and continues to grow at an exponential rate. In 2010 alone, the global app market accounted for $6.8 billion in sales.
Analysts project that this market will see double-digit growth and be worth $25 billion by 2015. Currently over 2 million apps are available and North America produces the most revenue in the app market. However, Asia has the highest number of total app downloads. Of all the apps out there, Angry Birds may be one of the most popular of all time. Angry Birds is downloaded more than 1 million times a day and played for more than 200 million minutes a day.
An executive for the company is exuberant about the app, stating, "Angry Birds is going to be bigger than Mickey Mouse and Mario." A combination of factors has helped lead to Angry Birds' success. • Angry Birds also received a boost from celebrities giving their endorsement by telling fans that they are hooked on the game (e.g., Anja Pärson, a Swedish skier). • The company made Angry Birds very simple to use, increasing its "addictive power." • The unpredictability of the game also lures in consumers. • The company engages in customer relationship management and maintains communication with its customers through social media. However, above all, one company executive attributes Angry Birds' initial success to the Apple platform, which is where Angry Birds started.
The Angry Birds franchise continues to grow and engage consumers by partnering with other organizations and developing new innovations. Soon, they hope to allow users to get special game features as a function of their location. And the company is offering Angry Birds merchandise like speakers in the shape of the Angry Birds characters for assorted electronic devices. In regard to cause-related marketing, the company behind Angry Birds (Rovio) has joined BirdLife International in the fight to save threatened birds from extinction. Rovio is helping to raise awareness of bird extinction issues through the in-game promotions that direct players to visit BirdLife International's web page to learn more about their programs. Likewise, BirdLife's web page hosts a trivia question about bird extinction that produces a secret level of Angry Birds for those players who visit its site.
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The case study on Angry Birds exemplifies the significance of innovation in the realm of mobile applications and entertainment. Specifically, the development and success of Angry Birds can be classified as a dynamically continuous innovation. Unlike purely continuous innovations that involve minor improvements, or discontinuous innovations that are groundbreaking, dynamically continuous innovations represent moderate changes that significantly alter consumer behavior and usage patterns without entirely overhauling existing frameworks. Angry Birds introduced new gameplay mechanics and features that enhanced user engagement, maintaining familiarity while elevating the gaming experience, which is typical of dynamically continuous innovation.
Applying the innovation analysis framework from Table 7-2, it is apparent that Angry Birds initially targeted consumers already engaged with mobile apps. These early adopters and existing smartphone users were receptive to new entertainment options delivered via mobile devices. The app’s simplicity, addictive gameplay, and social media integration contributed to rapid adoption within this segment. The game’s strategic updates, celebrity endorsements, and seamless integration with the Apple platform further bolstered its appeal among current mobile app consumers, enabling it to reach a broad audience. The app was also successful in capturing enthusiasts who value quick, engaging, and easily accessible entertainment.
Rovio's implementation of cause-related marketing by collaborating with BirdLife International serves to align the entertainment product with social responsibility efforts. This partnership fosters emotional connections with consumers who are environmentally conscious and value ethical engagement. The fit between Angry Birds and BirdLife International is logical, as the game's theme revolves around birds, and the partnership underscores conservation messages. This cause-related marketing enhances the brand image, builds loyalty, and elevates consumer perception by demonstrating Rovio’s commitment to a meaningful cause. The association also attracts users who are passionate about wildlife conservation, thus broadening the game's appeal beyond pure entertainment.
Examining the four cause-related marketing consumer segments—uninvolved, aware, involved, and activist—each segment's probable response to the partnership varies. Uninvolved consumers may remain unaffected, lacking the awareness or interest in environmental issues. Aware consumers recognize the cause but may not actively engage; they might appreciate Rovio’s social stance but remain primarily interested in the game. Involved consumers show a higher level of engagement, likely appreciating the cause and possibly participating in related activities or promotions. Activists, who are highly committed to environmental issues, may respond enthusiastically, possibly advocating for conservation efforts and encouraging others to participate. Rovio’s integration of cause-related messaging within the game and its promotion through social media can effectively activate these segments, fostering a sense of shared purpose.
When entering international markets with Angry Birds or similar apps, developers should consider language localization, cultural preferences, regulatory compliance, and technological infrastructure. Cultural nuances influence the game's themes, humor, and visual design, which must resonate locally to ensure acceptance. Technical considerations include device compatibility, internet connectivity, and platform preferences among regions. Additionally, marketing strategies should adapt to local media channels and consumer behaviors to maximize reach. Developing culturally relevant content and partnerships can enhance market penetration and sustainability in foreign markets.
Given that Angry Birds targets children and involves merchandise and promotional initiatives, Rovio must address ethical concerns related to marketing to children. These include issues of informed consent, the potential for over-commercialization, and the impact on children’s social and cognitive development. Ethical marketing should abide by regulations that restrict advertising in certain media and ensure that promotional content does not exploit children’s limited capacity to critically evaluate marketing messages. Rovio should also consider promoting healthy gaming habits, avoiding content that promotes violence or addictive behaviors, and ensuring that marketing strategies do not manipulate children into unnecessary consumer behaviors.
Many cultural values prevalent in American society contribute to the widespread appeal of Angry Birds. Values such as individualism, innovation, and entertainment-centric lifestyles align with the game’s design that emphasizes personal achievement, problem-solving, and leisure. American culture’s appreciation for technological advancement and digital entertainment also fosters favorable attitudes toward mobile gaming. The social aspect, including sharing and social media engagement, resonates with American values of community and connectivity. These factors collectively explain why Angry Birds has captured the imaginations of a diverse American audience and sustained its popularity through ongoing updates and expansions.