Rovio is happy with its current games and will spend more on UA

The Finnish company is no longer going to rush between markets and projects. The main course is the development of existing games as services and their support by advertising.

This was stated in an interview with Gamasutra by the current executive vice president of Rovio Games, William Tat (Wilhelm Taht).

Tat believes that the massive cuts that the company made last year were necessary after years of growth, when Rovio “climbed into all areas where it could.”

“The Angry Birds brand was growing at a pace that no one had previously expected from a mobile game. We expanded very quickly in areas that were not always profitable,” Tat said.

In 2013-2015, games could not be called the company’s key business. And now, when the company says that games are becoming its main business again, it plans to focus not so much on the release of new projects (although, of course, not without this), but on the development and support of its most profitable titles, like Angry Birds Friends and Angry Birds 2. As more specifically expressed Tat, on doubling the user base of proven projects.

“We have an excellent action plan for the future, but within the framework of this year we plan to focus on those games that have already been released,” said the vice president of Rovio. — “We are investing more in the self-paying purchase of users.”

This year, the company, according to Tata, Rovio spent more on UA than a year earlier, because the games began to work better, bring more. And next year, the company hopes to spend a lot more on UA.

A source: gamasutra.com

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