Angry Birds-themed activity parks launch worldwide
- 21 March 2012
- From the section Technology
Angry Birds-themed activity parks are set to be constructed around the world.
The mobile game's Finnish developer Rovio has paired up with the playground equipment specialist Lappset Group to create and maintain the parks.
They will feature interactive content and "exclusive" downloads. The first will be built in Finland this summer, with UK locations to follow.
An unauthorised Angry Birds park opened in China last year, but this marks the first official licensing deal.
The game - in which players use a slingshot to fling outsized birds at pigs hiding in destructible buildings - is the most popular paid-for mobile app of all time.
In addition to the game, the series has spawned a raft of merchandise such as cuddly toys and clothing.
The parks, the creators said, would encourage fans into more physical activity.
"Rovio wanted to invite people who play the game to not only sit inside on the sofa, but to go out, move themselves and have fun," Lappset's marketing director Johan Granholm told the BBC.
"You have large screens where you can play the games in the park. There's a tunnel that you have to run though at a certain speed - if you don't get there in time you get sprayed with water."
However, Mr Granholm reassured parents: "We don't shoot anything in the park, that's important to say!"
Theresa Wise, a media consultant, told the BBC that while Angry Birds-related products had seen considerable success, moving into physical experiences was a difficult step for any brand.
"These things need a lot of maintenance, there's safety issues - if people film somebody coming a cropper on something, you need a whole marketing team to deal with it.
"There are many many more aspects to getting that stuff wrong and destroying the brand."
Since its release in 2009, Angry Birds has been downloaded well over 10 million times - even by British Prime Minister David Cameron.
Ms Wise added that Rovio needed to pay close attention to the future of their brand to ensure the Angry Birds franchise did not fizzle out after its early success.
"I think the big issue with all games publishing companies is that you can have a bit of a one-hit wonder on your hands.
"It's like any business - you need to have a pipeline, and you need things coming to market.
"However good the brand and the game, you've really got to bring innovation or else it gets overtaken."