Holistic Marketing

In line with their game, Rovio supports the cause of BirdLife International which is committed to the conservation of critically endangered birds. Rovio has helped rasie awareness through thri website and Facebook page, and rewards fans by giving them access to a secret level in the game.

"We are delighted to support BirdLife International with this new Angry Birds initiative", said Peter Vesterbacka, Rovio’s Mighty Eagle and CMO. "We are pleased to be in a position to help such important conservation action and anticipate our loyal fans will respond very positively to our Angry Birds call to Get Angry and Fight Back."

The new Angry Birds website provides a full marketing platform for Birds Life International allowing them to highlight 189 species of birds, those which BirdLife International classifies as Critically Endangered on the IUCN Red List, and to ask for a donation.

As mobile phones have become more like portable games consoles it has allowed people who wouldn’t normally think of themselves as gamers to pick up a game and get hooked. The very nature of playing a game is to engage with it, and if you can cleverly position a donation or social ask within that game world or aligned closely to it players are more likely to complete your action. Angry Birds has become a worldwide phenomenon with a huge player base. Birds International gets access to the brand recognition of Angry Birds. 

Organization Buying Behaviour

Organization buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

Organization behavior slightly varies from consumer buying behavior because organizations usually buy in bulk rather than single buying. Also the relationship between the buyer and a seller in case of organizational buying is a more personal one. 

For a mobile gaming app there is no physical raw material required for the development of the product. What is required however is services that include the game design/concept/idea etc., the game art and the game code (programming). Most game studios carry the entire operation from beginning to end. Others might choose to outsource some aspects of the game development process. When Rovio developed Angry Birds, they had in-house game design and programming, however the Art was outsourced to a popular artist called Sam Pratt.

Another aspect that a gaming studio has to look into is publishing. As with book publishers or publishers of DVD movies, video game publishers are responsible for their product's manufacturing and marketing, including market research and all aspects of advertising. When Angry Birds was published, Rovio wasn't as big as it is today and hence publishing was outsourced to Chillingo. However, today Rovio has its own publishing and licensing wing.