Rovio’s vice president of M&A Teemu Huuhtanen indicated at Gamelab that early professional reviews and positive blog reports can help with early buzz. However, he said that eventually word of mouth takes over, since casual gamers just don’t read reviews.

“We try to monitor social media, Facebook, Twitter, blogs and even reviews,” said Huuhtanen. “I think they are all important, especially in the beginning. But I don’t think many casual gamers actually read any blogs or reviews – they hear about games from their friends, mostly. But to gain momentum in the beginning, it definitely helps to get good reviews.”