Angry Birds Action: Rovio launches new game inspired by the movie

Angry Birds Action! will bring in some augmented reality elements, a first in the gaming and movie segment

Written by Nandagopal Rajan | Updated: April 29, 2016 10:54 am
Angry Birds Action will bring in some augmented reality elements, a first in the gaming and movie segment (Source: App Store) Angry Birds Action will bring in some augmented reality elements, a first in the gaming and movie segment (Source: App Store)

Here is some good news for those waiting for the Angry birds movie to hit the screens end of May. Rovio, the Finland-based entertainment company behind what is arguably the most successful mobile game ever, has just launched a new Angry Birds game to warm up the sling shots before big release.

“We have come full circle. If the game inspired the movie, the Angry Birds Action! is based on the movie,” explains Anurag Sachdeva, Country Director – India & South Asia at Rovio Entertainment. So this pinball-inspired game will introduce the Angry Birds characters with hands and feet in the movie, he adds. The app will be available on Android as well as iOS.

However, the really unique bit about the game app is the fact that it will bring in some augmented reality elements, a first in the gaming and movie segment. “You will be able to scan codes available on products like Kurkure to trigger an action in the game app. It is like a game within a game,” Sachdeva told IndianExpress.com. Globally, Rovio is releasing one billion of these codes, out of which about 100 million will be in India. There are partnerships in place with Cadbury’s and Modelez too, he adds.

The other interesting element will that people using the app can access extra levels in the game by switching on the app during the end credits of the movie. “We are using some inaudible watermarks during the end credits. This is why we are encouraging users to take the game to the movie,” he adds.

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Sachdeva says it is wrong to say Rovio has been lying low over the past year. “Yes, we hit a peak in 2014, but since then we have plateaued. Actually, in 2015 we recorded over 450 million downloads globally,” he adds, highlighting how China and India are the markets where there is still very high user engagement.

Angry Birds the movie will release in India on May 27 in English, Hindi and Tamil.

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