Peter Vesterbacka is one of the most important marketers in video games, but he only works on one game property. Still, when that game property is Angry Birds, it’s certainly more than enough.
“As the game was gathering momentum, we started to see a whole phenomenon unfolding,” says Vesterbacka. “People were literally demanding merchandise, and everything started to evolve naturally.”
Indeed it helps to have a game property that 400 million people have downloaded, 30 million who play daily, with another 130 million every month to add to the 1.8 billion hours total that have been spent on the game. Of course, he has ambitiously put the franchise everywhere, merchandising it like a franchise from Disney with t-shirts, plush toys, Silly Bandz, puzzles, party kits, Halloween costumes, card games, key chains, flip-flops, lunch boxes, neckties, a board game, and a cake decorating kit.
“We see a whole world of opportunity in bridging the gap between our digital services and the physical products,” he says. “Things will get very interesting in this area in the near future.”
Sometimes the best marketing lays outside of what is obvious. Adding to the brand is a stadium-crowd game, a Finnair promotion and a likely TV show and movie to follow.