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Published by:
Aalto University School of Economics (formerly HSE) (2015)
23 pages
Data source:
Field research


Rovio, nowadays a multinational company present virtually in all countries with its Angry Birds brand, was in 2009 just a small company operating from Helsinki, Finland. Its extraordinary and fast-paced world-wide success rests on a unique mix of ambition, creativity, irreverence, strange birdy characters, slingshots, mobile games and some thousands of different physical products that span from soda drinks to books and clothes. This case study is based on empirical data collected by the authors and includes first hand information about Rovio’s expansion. It focuses on how the expansion of Rovio and its brands was accomplished through the interplay of digital and physical activities, using the example of the internationalisation to Japan to illustrate this expansion and the challenges still faced by the company.


Japan; Game industry; Internationalisation; Angry Birds; Rovio; Strategy; Creative industries
500-1000 employees
Other setting(s):
Starting from 2011 >

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