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Angry Birds as a Social Network Market
Earlier today my colleague Michele Willson and I ran the ANZCA PreConference Social, Casual, Mobile: Changing Games which went really well, bringing together 17 games scholars from Australia and Canada, including a fantastic keynote by Mia Consalvo and plenary by John Banks.
I also had the opportunity to present today, and the slides and audio from my talk are below:
And here’s the abstract if you’re interested:
The hugely successful franchise Angry Birds by Finnish company Rovio is synonymous with the new and growing market of app-based games played on smartphones and tablets. These are often referred to as ‘casual games’, highlighting their design which rewards short bursts of play, usually on mobile media devices, rather than the sustained attention and dedicated hardware required for larger PC or console games. Significantly, there is enormous competition within the mobile games, while the usually very low cost (free, or just one or two dollars) makes a huge ranges of choices available to the average consumer. Moreover, these choices are usually framed by just one standardised interface, such as the Google Play store for Android powered devices, or the Apple App store for iOS devices. Within this plethora of options, I will argue that in addition to being well designed and enjoyable to play, successful mobile games are consciously situated within a social network market.
The concepts of ‘social network markets’ reframes the creative industries not so much as the generators of intellectual property outputs, but as complex markets in which the circulation and value of media is as much about taste, recommendations and other networked social affordances (Potts, Cunningham, Hartley, & Ormerod, 2008). For mobile games, one of the most effective methods of reaching potential players, then, is through the social attentions and activity of other players. Rovio have been very deliberate in the wide-spread engagement with players across a range of social media platforms, promoting competitive play via Twitter and Facebook, highlighting user engagement such as showcasing Angry Birds themed cakes, and generally promoting fan engagement on many levels, encouraging the ‘spreadability’ of Angry Birds amongst social networks (Jenkins, Ford, & Green, 2013). In line with recognising the importance of engagement with the franchise, Rovio have also taken a very positive approach of unauthorised merchandising and knock-offs, especially in China and South-East Asia. In line with Montgomery and Potts’ (2008) argument that a weaker intellectual property approach will foster a more innovative creative industries in China, rather than attempting to litigate of lock down unauthorised material, Rovio have stated they see this as building awareness of Angry Birds and are working to harness this new, socially-driven market (Dredge, 2012). As Rovio now license everything from Angry Birds plush toys to theme parks, social network markets can be perpetuated even by unauthorised material, which builds awareness and interest in the official games and merchandising in the long run. Far from a standalone example, this paper argues that not only is Rovio consciously situating Angry Birds within a social network market model, but that such a model can drive other mobile games success in the future.
References
Dredge, S. (2012, January 30). Angry Birds boss: “Piracy may not be a bad thing: it can get us more business.” The Guardian. Retrieved from http://www.guardian.co.uk/technology/appsblog/2012/jan/30/angry-birds-music-midem
Jenkins, H., Ford, S., & Green, J. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture. New York and London: New York University Press.
Montgomery, L., & Potts, J. (2008). Does weaker copyright mean stronger creative industries? Some lessons from China. Creative Industries Journal, 1(3), 245–261. doi:10.1386/cij.1.3.245/1
Potts, J., Cunningham, S., Hartley, J., & Ormerod, P. (2008). Social network markets: a new definition of the creative industries. Journal of Cultural Economics, 32(3), 167–185. doi:10.1007/s10824-008-9066-y
Digital Culture Links: January 12th
Links for January 1st through January 12th:
- Amazon Launches iPad Kindle Store to Dodge Apple’s Restrictions [RWW] – Amazon launches even further into Apple’s regulated home turf: “Amazon has launched a more touch-friendly, Web-based iPad Kindle Store. A tablet-optimized Kindle store was available through the HTML5 Kindle Cloud Reader Amazon launched last August, but the new iPad Kindle Store is a standalone Web app. Upon visiting amazon.com/iPadKindleStore from Safari, a pop-up prompts the user to add it to the home screen. This is the most seamless way for Kindle users to buy books on the iPad. Apple’s in-app purchasing rules prevent e-book sellers from offering stores in their native apps (without giving Apple a 30% cut). The route around that was to include a link to the Web store inside the native reader app. Last July, Apple forced Amazon and other e-reader apps to remove this link, so users of e-book platforms other than Apple’s iBooks must buy their books in the browser, in a separate place from where they read.”
- Search, plus Your World [Inside Google Search]– Google adds more personalisation with “Search, plus Your World” which heavily (but OPTIONALLY) integrates Google+ and other social search results into the first page results when searching Google (if signed in to Google+).Twitter (and presumably Facebook) are unhappy since this competes with their social search roles, but Google have responded that this seems a bit rich since Twitter refused to let Google pay to index Twitter in realtime.
- Angry Birds named most downloaded paid app [Think Digit] – “Rovio’s Angry Birds has been named the most downloaded paid app for the smartphones and tablets in 2011. According to research firm Distimo, Angry Birds was downloaded more than any other application across all major operating systems including Android, iOS, Windows Phone and others. The only platform missing out on the list is BlackBerry. However, the game was recently made available on the BlackBerry’s App World. Angry Birds was followed by Fruit Ninja, while another variant of Angry Birds, Angry Birds Season grabbed the third spot on the list of the paid apps for the year 2011. Among the free apps, Facebook grabbed the top spot, while Pandora Radio followed at the second spot. The free versions of Word with Friends and Angry Birds remained on third and fourth position respectively. The Distimo report covers data collected from January to November 2011. The report has various notable findings such as Apple App Store has four times more revenue than Google’s Android Market.”
- Digital Music Sales Surpass Physical Music Sales For the First Time Ever [Moneyland | TIME.com] – “Last year, for the first time in history, digital music sales exceeded physical sales, according to a newly released Nielsen/Billboard report cited by CNNMoney. In 2011, digital music sales climbed past physical sales to take a 50.3% market share of all music purchases. In a continuation of a multi-year trend, digital sales increased by 8.4% from 2010, while physical sales declined 5%.
In the decade since Apple launched its iTunes music store, a host of digital music ventures have appeared, with varying degrees of success. iTunes remains the market leader but faces increasing competition from upstarts like Rdio, Spotify and Pandora, which went public earlier this year.” - Angry Birds bags 6.5m Christmas Day downloads [guardian.co.uk] – Rovio Mobile says its three Angry Birds games generated 6.5m downloads on Christmas Day alone. The company’s vice president of franchise development Ville Heijari revealed the milestone to All Things Digital, while promising new games in the year ahead. “We’re really excited to have such a massive number of new people get acquainted with Angry Birds over the holidays – we have exciting new releases lined up for 2012, and can’t wait to introduce them to the public,” said Heijari. He did not break down the 6.5m figure by game – Angry Birds, Angry Birds Seasons and Angry Birds Rio are the three available titles – nor did he split them out by platform. While the lion’s share are likely to have come from iOS and Android, Angry Birds is also available on Windows Phone, while all three games are available for Nokia handsets and RIM’s BlackBerry PlayBook tablet.” Angry Birds was downloaded more than 600 million times in 2011, with over a million branded toy and shirt sales each month.
- Facebook Blamed For a Third of British Divorces [MediaCity] – “So Facebook is again at the other end of the blame-hammer, this time for precipitating about a third of divorces in Britain. The stats come from a website- the UK’s Divorce-Online, and cull stats from 5,000 divorce petitions. The same stats were pulled in 2009, and at that time, Facebook made an appearance in 20% of the petitions. Infidelity-related complaints were a forerunner, along with using Facebook walls to make nasty comments about soon to be exes.”
- The PostSecret App is Now Closed [PostSecret] – The PostSecret App (iPhone/iPad) closes after anonymous posts and comments prove unmanageable as part of a confessional community. (The closed app is now dubbed an “experimental community” that failed. Despite being a paid app, there is no mention, or apology, to those who paid for it in good faith.) From the PostSecret blog: “Like the PostSecret Blog, the App was designed so each secret was absolutely anonymous. Unfortunately, that absolute anonymity made it very challenging to permanently remove determined users with malicious intent. 99% of the secrets created were in the spirit of PostSecret. Unfortunately, the scale of secrets was so large that even 1% of bad content was overwhelming for our dedicated team of volunteer moderators who worked 24 hours a day 7 days a week removing content that was not just pornographic but also gruesome and at times threatening.”
- Year in Review: 2011 in Numbers [Instagram] – “We’ve seen the Instagram community grow from 1 million to over 15 million users in 2011. To celebrate, we’re recapping the year’s activity in our Year in Review series.
Accounts
1 million: The number of accounts on Jan 1, 2011.
15 million (and counting): The number of accounts on Jan 1, 2012.
Photos
3: The average number of photos uploaded per second, one year ago.
60: The average number of photos uploaded per second, today.
400 million: The total number of photos shared on Instagram so far.”
Three Big Pigs: Angry Birds/Disney Middle East Mashup
As Ethan Zuckerman says: “There’s something very 2011 about a Russian video using a soundtrack from American cartoons and characters from a Finnish mobile phone game (based on an English fairytale) to satirize North African politics.”
Digital Culture Links: February 15th
February 15, 2012 / 2 Comments on Digital Culture Links: February 15th
Links for through to February 15th:
The pay rate for endorsing companies like Old Navy, Toyota, Best Buy, and American Airlines is determined by the size of a celeb’s following and how that group responds to his tweets with shares and retweets. On that sliding scale, Snoop Dogg (6.3 million followers) is in the top tier of payments, on the upside of $8,000 apiece, while Paula Abdul (2.2 million followers) falls somewhere in the middle, in the $5,000-each range, and Whitney Port (800,000 followers) falls in the bottom tier, making around $2,500 per tweet.”
The 22-year-old from Kadina, on South Australia’s Yorke Peninsula, has had his Holden Commodore impounded for 28 days, police said today. He was nabbed after footage of his alleged driving offences was uploaded to YouTube and police learned about his alleged behaviour on roads near Kadina. “
The 22-year-old from Kadina, on South Australia’s Yorke Peninsula, has had his Holden Commodore impounded for 28 days, police said today. He was nabbed after footage of his alleged driving offences was uploaded to YouTube and police learned about his alleged behaviour on roads near Kadina. “