Case | HBS Case Collection | March 2012

Angry Birds

by Sunil Gupta and Dharmishta Rood


Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile platforms, but it had also expanded into plush toys, cookbooks, animation videos and licensing arrangement with major brands. With the goal of making Rovio the next Disney, Mikael Hed, CEO of Rovio, was planning to create an Angry Birds movie. Was Angry Birds a fad that would fade away or was Rovio on a path to build a media empire?

Keywords: Brands and Branding; Marketing Strategy; Diversification; Expansion; Video Game Industry; Finland;


Gupta, Sunil, and Dharmishta Rood. "Angry Birds." Harvard Business School Case 512-033, March 2012.