What have you learned from the Angry Birds – other than how to burn up a ton of time?
Having a (if not the) best selling game glued to the top of the iPhone AppStore charts has made Rovio a household name among smartphone users. But what have they done that you can learn from?
Free works as a marketing strategy, as always (@chr1sa would agree): The Angry Birds free edition is at the top of the AppStore charts for free games. That it’s also at the top of the paid charts is indicative that they chose the right price point and gave the free version just enough to get players hooked.
Use the news and the calendar: They created a Halloween version, a holiday version with Christmas hams and so on.
Would you like fries with that? Get stuck? You can pay a small amount to get past that annoying place in the game that’s frustrating you.
Perfect, then project: Once making the game a success on the iPhone was complete, they moved it to other mobile platforms (iPad, Android) and then to the Mac – leveraging a substantial investment in development, as well as expanding their market to new customers on other hardware.
Get value from the gatekeeper: Apple’s AppStore is the gatekeeper to Rovio’s biggest market to date. There’s nothing wrong with using a gatekeeper’s services as long as they deliver value…and customers. Often they’re exactly what you need to reach cruising altitude.
How are you using these strategies? Which ones did I leave out?