Rovio, the masterminds behind casual gaming phenomenon Angry Birds, has confirmed it has no plans to work on other projects until the hit franchise has become a household name in entertainment.
Speaking at the Casual Connect expo in Seattle, Rovio head-honcho Peter Vesterbacka revealed the Finnish studio’s ambition to turn itself into a ‘leading entertainment brand’ around the globe.
"We want to be the first entertainment brand with a billion fans. That will take us two or three years to do,” he announced.
“Next year, we want to be the leading entertainment brand in China."
Commenting on the difficulty in founding a new franchise contrary to popular belief, he noted: "Game makers buy into their own bullsh*t.
"You think you can make hit after hit. We know how hard it is to do that, so we are betting everything on Angry Birds."
Angry Birds surpassed 250 million across all platforms last month, so a billion fans in two to three years is not beyond the realm of possibility.
Building a brand
Vesterbacka went onto emphasise the importance of keeping the Angry Birds fresh and relevant as a brand as well as remaining profitable.
"All of our enterprises have to be insanely profitable and so far they are. The games and toys are very profitable right now,” he said.
"It's not all about monetization now. It's about keeping the fans coming back and building the brand."
Rovio is currently working with Hollywood to create an animated film starring characters from the franchise and is also reportedly planning a TV show.