Rovio Entertainment Places New Emphasis on Customization for Local Audiences

Angry Birds creator Rovio Entertainment is looking to bounce back from a difficult 2014 by expanding into Asia and tailoring its games for local users.
According to Reuters Canada:

After reporting a 73 percent drop in its 2014 earnings due to a decline in the licensing of the “Angry Birds” brand, and cutting about 110 jobs, Rovio is focusing on going local, the company’s chief commercial officer Alex Lambeek told Reuters this week.
[…] “Angry Birds,” which was released in 2009 as a mobile game and fast became a hit, allowed players to fling an array of birds at pigs using a virtual slingshot.
“Angry Birds 2,” released last month, adds more characters, high-definition scenes, options to pick which bird to fling and the ability to compete with friends.
China accounts for a third of the nearly 40 million downloads of “Angry Birds 2” since July 30, making it the top market. That is in line with the first “Angry Birds,” which Rovio said has seen nearly one billion Chinese downloads, out of what the company says is a total of 3 billion game downloads since 2009.

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