angrybirds: building long - termfranchise...
TRANSCRIPT
AngryBirds:Building long-termfranchisegrowth
Ville Heijari, CMO
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10 yearsofAngry Birds
10BILLION
ANGRY BIRDS ANIMATION
VIEWS
$488 MILLION
MOVIE FRANCHISE
1.8BILLION
CONSUMER PRODUCTS
SOLD
4.5BILLION
GAME DOWNLOADS
1 Billion GameDownloads
1st LicensedMerchandise
09 10 11 12 13 14 15 16 17 18 19 20
Angry Birds animation
Broad audience
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Global footprint
ADULTS
CHARACTERS:Consumer products, animations and live
shows
HATCHLINGS:Consumer products &
content
MOVIE
KIDS
Awareness in key markets 94%1)
Mexico 98.3%
UK95.5%
China 86.5%
Global brand footprint with broad audience
USA 92%
Russia 96.5%
Note: 1) BrandWorxx - Angry Birds Brand Strategy & Performance Tracking Panel Study (Q3/2019), N = 1500Source BrandWorxx, Rovio
GAMES
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Consumer touchpoints
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PLAYMobile GamesVirtual Reality
WATCHMovies
Long-form AnimationShort-form Animation
CONSUMEConsumer ProductsProduct Promotions
Activity ParksLive Shows
ENGAGESocial Media
Marketing & PR
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Angry Birds games businessperforming strongly
Growing Angry Birds games revenues We have 2 Top 100 grossing Angry Birds games in the US
Average grossing rank Q3 2019
#68
#98Angry Birds
Dream Blast
Angry Birds 2
0
100
200
300
400
500
600
Dream Blast Angry Birds 2
Angry Birds games revenue development Angry Birds 2 and Dream Blast grossing position in the US Q1-Q3 20191)
PLAY
1) iPhone Top Grossing GamesSource: App Annie, Rovio
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201420122010 2011 20172013 20162015 2018 Q3 2019 LTM
• 4 new F2P mobile Angry Birds games in development
• Licensing provides opportunity to explore new platforms and technologies
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8xLive F2P mobile games
(Q3 2019)
Best performing games
Angry Birds gamesPLAY
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Investing in new games
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Different content for different channels
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Movies Long-form animation
Short-form animation TV game show
WATCH
Planned
Planned
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TOP 10 KIDS SHOWS IN THE USA
TOP 10 KIDS SHOWS IN THE UK
WATCH
Source: KidsKnowBest polled 4,000 kids and parents about their views on the SVOD.
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Planned content road map
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TV GAME SHOWANNIVERSARY
YOUTUBE CONTENT
ANIMATEDTV SERIES
SHORT FORMYOUTUBE CONTENT
SHORT FORMYOUTUBE CONTENT
SHORT FORMYOUTUBE CONTENT
NEW CONTENT
WATCH
ANIMATEDTV SERIES
UnannouncedProject
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Focus on top licensees, retailers andproduct categories in key territories
CONSUME
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• Promotions & Loyalty Retail• Food & Beverage• Location-Based Entertainment
Top product categories
Example licensees
Example retailers
Top territories
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Creative campaign Influencers & media Product marketing
ENGAGE
Creative activations in US for audience, and influencers.
Events in NYC, LA, San Diego, Austin.
Enlisted SquawkSquad of influencersdelivering creativemessage.
Boosted with Digital & OOH in US.
Key in-game activationand campaign call to action for Angry Birds 2.
In-game activations in all live Angry Birdsgames.
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Summary
• Angry Birds Games portfolio is robust with multiple new games in development
• Animation content roadmap with world-class production partners
• Consumer Products & Location-Based Entertainment: focused on top 4 markets, largest partners, direct deals
• Angry Birds is a unique brand with global reach and 360 degree consumer touchpoints and channels
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PLAY WATCH
CONSUME ENGAGE
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