Angry Birds was a hugely popular mobile game franchise developed by Rovio Entertainment. First released in 2009, Angry Birds saw over 12 million downloads in its first year and went on to become one of the most lucrative mobile games of all time. However, after reaching spectacular heights of success, Angry Birds went into sharp decline. What factors led to the downfall of this iconic game?
The Initial Rise of Angry Birds
In the late 2000s, mobile games were still a relatively new concept. Most mobile games at the time were simple, casual titles like Snake or Tetris. Then in 2009, Rovio Entertainment released Angry Birds. Angry Birds stood out for its fun physics-based gameplay, charming visuals, and satisfying gameplay loop of launching birds at structures to collapse them and defeat the enemy pigs inside.
Angry Birds was an instant hit. In the first year alone, Angry Birds saw over 50 million downloads across various mobile platforms like iOS and Android. The game was one of the first to successfully leverage the power of smartphones and their app stores to deliver a console-like gaming experience on mobile. With its simple, intuitive slingshot controls, bite-sized levels, and family-friendly art style, Angry Birds had nearly universal appeal. Players young and old could quickly get into the satisfying gameplay.
The game was perfectly suited for mobile gameplay on the go. Players could easily whip out their smartphone and play a few quick levels while waiting in line or during short breaks. This accessibility and pick-up-and-play design were key factors in Angry Birds’ meteoric rise.
Angry Birds Expands into a Franchise
Capitalizing on the massive popularity of the original Angry Birds game, Rovio began expanding the series into a full-fledged franchise. They released a steady stream of sequels and spinoffs:
- Angry Birds Seasons (2010) – Holiday themed levels
- Angry Birds Rio (2011) – Tie-in with the animated film Rio
- Angry Birds Space (2012) – Gameplay with zero-gravity physics
- Angry Birds Star Wars (2012) – Star Wars tie-in
- Angry Birds Go! (2013) – Mario Kart style racing game
Rovio capitalized on the brand by licensing Angry Birds out for everything from toys to clothing to television shows. Angry Birds became more than just a game – it became one of the first hugely successful entertainment franchises spurred by mobile gaming. At its peak around 2012-2013, Angry Birds had over 2 billion downloads and became a household pop culture name.
Key Reasons for Angry Birds’ Success
There are several key factors that propelled Angry Birds to such incredible heights:
- Satisfying core gameplay: The fundamental slingshot physics gameplay of Angry Birds was incredibly satisfying and addictive. It was easy to learn but had depth in accurately targeting shots.
- Family friendly appeal: The lighthearted characters and humor gave it almost universal appeal to players of all ages.
- Simple touch controls: As a mobile-first title, Angry Birds used intuitive touch controls that made the game easily accessible.
- Bite-sized levels: Short, replayable levels were perfect for on-the-go mobile gameplay.
- Regular updates: Rovio constantly supported the game with new levels, mechanics, and tie-ins to keep players engaged.
- Monetization: The free-to-play model with paid ads and in-app purchases provided massive revenue potential.
With fun, polished gameplay and family-friendly appeal perfectly suited for mobile, Angry Birds became an inspiration for many of the casual mobile games that followed in its footsteps.
The Decline of Angry Birds
After about 5 years of rapid growth, Angry Birds started to show signs of decline around 2014 and 2015. While still profitable, the Angry Birds franchise began losing steam and cultural relevancy. What led to its fall from such great heights?
Market Saturation
In just a few years, Rovio had saturated the market with over a dozen Angry Birds titles spanning different genres and platforms. This rapid fire release approach meant quality and innovation began declining as Rovio struggled to find new ways to keep the franchise fresh.
On mobile, a glut of free-to-play physics games inspired by Angry Birds also contributed to market saturation. After half a decade at the top, the Angry Birds formula simply became too familiar to attract the same level of excitement and engagement from players.
Declining Relevancy
As the mobile gaming market evolved, the casual, family-friendly appeal of Angry Birds also became less relevant. Mobile gaming grew more competitive and hardcore, with sophisticated multiplayer experiences like Clash of Clans capturing more consumer attention.
The rise of 3D gaming also made the simple 2D Angry Birds seem outdated. Flashy 3D games became the new standard for mobile gaming engagement. Angry Birds’ gameplay and visuals hadn’t significantly evolved, making the franchise feel stuck in the past.
Shift Away from Paid Apps
When Angry Birds first launched, paid app downloads were still the dominant mobile business model. However, by the mid-2010s, free-to-play games came to dominate through in-app purchases and ad revenue. Angry Birds struggled to shift to free-to-play monetization without alienating its original fan base.
Competing franchises like Candy Crush were built from the ground up around addictive free-to-play mechanics. Angry Birds couldn’t replicate the same success.
Attempts to Revive the Franchise
Despite declining popularity of the mobile games, Rovio tried to keep milking the Angry Birds franchise in various ways:
- Licensing out the brand: Doubling down on merchandising and licensing deals to plaster the IP onto any product possible.
- Movie release: Created The Angry Birds Movie in 2016 to revive interest, but it earned mixed reviews.
- Sequels: Angry Birds 2 in 2015 tried to refresh the series with multiplayer features.
- New spinoffs: Titles like Angry Birds Evolution (2018) and Angry Birds AR (2019) attempted to capitalize on mobile gaming trends.
However, none of these efforts succeeded in restoring Angry Birds to its former glory. The franchise remained profitable but could not recapture the magic and relevance it once held in the early 2010s. The brand had became oversaturated and too outdated to thrive in the evolving mobile landscape.
The Current State of Angry Birds
While no longer the dominant force it once was, Angry Birds remains a major mobile gaming franchise with impressive longevity. Some key facts about the current state of Angry Birds:
- Reportedly still has 100+ million monthly active users across titles.
- Games have over 4 billion total downloads.
- Main titles generate millions in revenue from in-app purchases.
- Brand remains highly recognizable and valuable.
- Titles frequently updated with new content and events.
- Merchandising and licensing still produces significant revenue.
While the glory days are gone, the numbers show Angry Birds remains a successful, profitable mobile brand even after over a decade on the market. It may never reach the same dizzying heights again, but the franchise has shown surprising longevity given the volatile App Store market.
Key Lessons from the Downfall
The story of Angry Birds’ downfall provides some important lessons for mobile developers:
- Don’t oversaturate the market despite short term gains.
- Keep innovating gameplay and visuals to stay relevant.
- Build sustainable free-to-play economies early.
- Monitor market trends closely and be ready to pivot.
- Don’t solely rely on branding – quality matters most.
Angry Birds exemplifies how even the most successful mobile gaming franchises can quickly decline without consistent quality, innovation and aligning with market trends. However, its impressive longevity also shows the value of building a beloved brand that resonates over the long term.
Conclusion
In conclusion, Angry Birds downfall was spurred by market saturation, declining relevancy compared to evolving mobile gaming trends, and a failure to transition successfully to free-to-play. However, through constant brand support and tapping into nostalgia, Angry Birds remains a moderately popular and profitable mobile franchise despite losing its position as a pop culture icon. The story illustrates the difficulties of sustaining an app gaming empire over the long run and the need to innovate and adapt even at the height of success.