Rovio talks localisation, educational content for Angry Birds in India

Sameer Desai
Rovio talks localisation, educational content for Angry Birds in India

Rovio is looking to expand the influence of its Angry Birds franchise in India, and has hinted at localised content revolving around Bollywood and cricket.

“India is home for us,” Henri Holm, Rovio’s senior vice president for Asia, told BGR, but the Finnish developer isn’t looking to set up development operations in India. Instead, it aims to further popularise the franchise through merchandising, branded activity areas for families, educational content for pre-school, and Angry Birds game content that’s targetted squarely at the Indian audience.

“One thing I have learnt is you need to target the ‘B and C’ of India to be successful – Bollywood and cricket,” said Antii Ohrling, Rovio’s marketing director for India, but stopped short of confirming whether the developer was actively working on including such content in future games.

BGR also reports that Rovio has partnered with Hungama, a company that is no stranger to developing digital content around Bollywood and cricket properties. It has also tied up with Bata in India for Angry Birds branded shoes for kids.

“We have Angry Birds activity parks in some countries but we believe that doesn’t work in India. So we are looking at places where families go and spend time together,” Ohrling said.

Holm also told The Hindu Business Line that Rovio is actively looking for Indian partners in the pre-school education system, a venture that it has already kicked off successfully in China.

“Having seen the enthusiasm when children and parents spend time with Angry Birds, we wanted to create fun new learning activities for them. We are doing this in cooperation with the University of Helsinki.” Holm said.

Rovio’s next game – Angry Birds Go, releases this December and takes the franchise into uncharted territory – the racing genre. Check out the trailer below.

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Tags: angry birds , educational , india , merchandising , localisation , MCV India , Indian games

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