10 Years of Angry Birds | Stephen Porter

1. Rovio © 2019 Confidential

2. Rovio © 2019 Confidential
ABOUT ME
Stephen Porter
Brand & Marketing
Director

3. Rovio © 2019 Confidential
2009
Hi, I’m George

4. Rovio © 2019 Confidential
2009
11 DECEMBER

5. Rovio © 2019 Confidential
2010-2012

6. Rovio © 2019 Confidential
2010

7. Rovio © 2019 Confidential
2010
50M
ALL TIME
DOWNLOADS
NEW GAMES
28
EMPLOYEES
40K
LICENSING
UNITS SOLD

8. Rovio © 2019 Confidential
2011

9. Rovio © 2019 Confidential
NEW GAMES
€106M
REVENUE
GAMES 70%
LICENSING 30%
500M
ALL TIME
DOWNLOADS
225
EMPLOYEES
30M
LICENSING
UNITS SOLD
2011

10. Rovio © 2019 Confidential
2012

11. Rovio © 2019 Confidential
2012
NEW GAMES
€152M
REVENUE
GAMES 65%
LICENSING 45%
PARTNERS
200+
1.3B
ALL TIME
DOWNLOADS
518
EMPLOYEES
416M
LICENSING
UNITS SOLD

12. THE CLOUDSRovio © 2019 Confidential
2013-2015

13. Rovio © 2019 Confidential
2013

14. Rovio © 2019 Confidential
2013
NEW GAMES/SERVICES
€156M
REVENUE
GAMES 63%
LICENSING 47%
PARTNERS
SAVAGELY LARGE
AMOUNTS
2B
ALL TIME
DOWNLOADS
800+
EMPLOYEES
436M
LICENSING
UNITS SOLD

15. Rovio © 2019 Confidential
2014

16. Rovio © 2019 Confidential
2014
NEW GAMES
€158M
REVENUE
GAMES 74%
LICENSING 26%
PARTNERS
2.5B
ALL TIME
DOWNLOADS
690
EMPLOYEES
295M
LICENSING
UNITS SOLD
STILL EXTREMELY
MANY

17. Rovio © 2019 Confidential
2015

18. Rovio © 2019 Confidential
2015
NEW GAMES
€142M
REVENUE
GAMES 80%
LICENSING 20%
3.1B
ALL TIME
DOWNLOADS
470
EMPLOYEES
226M
LICENSING
UNITS SOLD

19. Rovio © 2019 Confidential
2016-2017

20. Rovio © 2019 Confidential
2016
$352M
BOX OFFICE

21. Rovio © 2019 Confidential
2016
€190M
REVENUE
GAMES 84%
LICENSING
16%
NEW GAMES
3.6B
ALL TIME
DOWNLOADS
450
EMPLOYEES
264M
LICENSING
UNITS SOLD

22. Rovio © 2019 Confidential
2017
€297M
REVENUE
GAMES 83%
LICENSING
17%
NEW GAMES
4B
ALL TIME
DOWNLOADS
450
EMPLOYEES
155M
LICENSING
UNITS SOLD

23. Rovio © 2019 Confidential

24. Rovio © 2019 Confidential
BRAND AWARENESS

25. Rovio © 2019 Confidential
EVOLUTION OF RED
2019 AND BEYOND

26. Rovio © 2019 Confidential
EVOLUTION OF BUSINESS
* During 2018. 1% in 2018 games revenue came from
customer contracts (i.e. Amazon)
GAMES
Players download games from
application stores for free
Players make in-
application purchases
Players watch ads
in the game
88 % of games revenue* 11 % of games revenue*
Rovio runs paid and organic user acquisition
campaigns in digital media channels
BRAND LICENSING
Rovio licenses Angry Birds brand to product
manufacturers and content creators directly or
through agents
Manufacturers make the products and handle
distribution. Content creators create content and
handle distribution.
72 % of licensing revenue* 28 % of licensing revenue*
Royalties from content
licensing
Royalties from
product licensing

27. Rovio © 2019 Confidential
MARKETING MISSION
1. STRENGTHEN ANGRY BIRDS BRAND VISIBILITY
2. SUPPORT PERFORMANCE MARKETING EFFORTS

28. Rovio © 2019 Confidential
MARKETING INVESTMENT
20172016 2018
69.6
78.6
18.2

29. Rovio © 2019 Confidential
GAMES
(Q1 2019)
BEST PERFORMERS
18xTITLES

30. Rovio © 2019 Confidential
LICENSING
PRODUCT
LICENSING
CONTENT
LICENSING

31. Rovio © 2019 Confidential
TODAY
4.5B
ALL TIME
DOWNLOADS
400
EMPLOYEES
1.8B
TOTAL
LICENSING
UNITS SOLD
€281M
REVENUE
GAMES 89%
LICENSING
11%
2018

32. Rovio © 2019 Confidential
Movie licensing program
Anniversary campaign
Long form licensing program
New programs….
LONG FORM
SHORT FORM
SHORT FORM
SHORT FORM

33. Rovio © 2019 Confidential

34. Rovio © 2019 Confidential
EVOLUTION OF RED

35. Rovio © 2019 Confidential

36. Rovio © 2019 Confidential