If at first you don’t succeed, try, try, again. Or, in this case, Retry.
An agreement between Google’s YouTube site and game developer Rovio Entertainment (the team behind the popular Angry Birds games) have brought two of the video site’s more popular streamers to the gaming front, allowing them to star in the developer’s latest release, Retry.
In the mobile game, players control a plane, flying through side-scrolling territory akin to classic 8-bit games from the era of the Nintendo Entertainment System. The game features The Slow Mo Guys appearing throughout the game.
The Slow Mo Guys make videos that feature activities that are happening in slow-motion, including the explosion of a water balloon and other impressive effects, all while delivering their own style of charm.
In addition to promotion in-game, a media campaign will promote these stars in various markets worldwide, including Europe, the Middle East and Africa. Considering their outreach of 4.5 million subscribers and more than 438 million views, these slow-motion masters should have no problem drawing a crowd.
“The fun, retro tone of the game and the target audience are a perfect fit to engage with fans of The Slow Mo Guys,” said Richard Waterworth, YouTube’s head of YouTube consumer marketing for EMEA, speaking with Variety.
The partnership should pay off greatly for Rovio, who are keeping busy this year with original Angry Birds properties, including the more original effort Angry Birds Stella, and the just-released Angry Birds Transformers, featuring a team-up with the wildly popular Hasbro brand.
This is in spite of some behind-the-scenes changes with the company, as it had to lay off 130 employees earlier this month, an estimated 16 percent of its overall workforce.
Still, this partnership, along with the game itself, should help the company see profits again, along with the forthcoming Angry Birds film, which will release in 2016.
