Angry Birds Toons and beyond! Combining games and animation to build brands. #PGCHelsinki 2015

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My presentation during Pocket Gamer Connects Helsinki 2015. I shared my experience producing the Angry Birds Toons animation TV series for Rovio. I discussed what made this case so extraordinary, and how other mobile game companies can benefit from animation to build their brands.
Transcript
  • 1. Angry Birds Toons & beyond: Combining games and animation to create brands Pablo Jordi. September 7th 2015 @pablojordi
  • 2. © Rovio Entertainment Ltd © Pikkukala 2015 © Stor Fisk 2015 © Stor Fisk, Televisió de Catalunya, TopDraw © Sardinha em Lata, RTP, Stor Fisk, Televisió de Catalunya, Big Picture © Stor Fisk, Televisió de Catalunya, Imira Entertainment
  • 3. • Angry Birds Toons exceptional case. • Challenges… • …and opportunities for the rest of us. Animation and game brands
  • 4. • Exceptional brand. Global awareness of 91% in a very short time. • Exceptional channel (Toons TV). 4 Billion views in December 2014 • Exceptional production and financing structure. © Rovio Entertainment Ltd.
  • 5. IP OWNER PRODUCTION COMPANY DISTRIBUTOR BROADCASTER CONSUMER AUDIENCE Animation value chain
  • 6. ©Rovio Entertainment Ltd.©Rovio Entertainment Ltd.©Rovio Entertainment Ltd.
  • 7. Angry Birds Toons and Angry Birds brand • Character driven stories showed us what the characters are all about (successful reverse-engineering). • Impact in the minds of fans and in the next generation of products • Growth, depth, longer life of the brand.
  • 8. opportunities in brand building • Think beyond the game. Explore your characters. Think as a brand. • Exposure in other media = differentiation in the crowded mobile gaming space. • Brand ecosystem.Game portfolio around a fully owned, proven brand allows you to take other chances. • A wide, variated engaged fanbase around a brand that represent values, is ready for new and different categories of products, sequels, etc… • Additional revenue streams.
  • 9. Animation - game traditional marriage • Successful animation property becomes a game (or vice versa) often under a licensing model. • Examples: Mickey, Ben10,Super Mario Brothers Super Show, Simpson (Tapped Out), Pacman, Pokemon.
  • 10. New times. L’imagination au pouvoir! • Traditional relation between animation and games is problematic: • Brand consistency and quality at risk. • Often limited to long-established brands. • New times bring new solutions and ways to explore your brand: • Examples: Minecraft, Lego Dimensions, Simogo’s Sailor’s Dream, Plants Vs Zombies…
  • 11. challenges • Different lead times. • Animation production is non- agile, waterfall type production. Hard to pivot. Just like a sausage machine. • Animation is expensive and takes time. • Financing model shares IP rights with other partners to reduce risk.
  • 12. animation financing salad Financing structure Public Grant TV Channel Toy Master Distributor Co-Producer2 Co-producer IP ownership TV Channel Distributor Co-Producer2 Co-producer
  • 13. What animation can learn from games… • Scalability: Start small, gain traction, scale. • Agility: Fail fast, pivot. • Know your audience!
  • 14. …what games can learn from animation… • Co-production Model • Characters and values as the core of the brand. • Know your characters!
  • 15. …to create healthy brands. • Include animation in the long-term strategy of your game: develop the series universe and characters while you build your momentum. • Use your traction data in mobile as leverage in negotiations with broadcasters (i.e. to offer limited rights). • Innovation can bring cheaper and more agile animation production (i.e. using game engines to render, crowdsourcing…). • Animation can be scalable: Start small and have fun with short clips for YouTube, webtoons, comicbooks… Use your audience!
  • 16. thanks ! pablo@pikkukala.com @pablojordi
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