Community-led marketing for mobile games: Rovio’s fans first strategy

Abstract

The mobile app ecosystem has seen explosive growth as consumers rush to app stores on their mobile devices. At the same time, the app market is becoming an increasingly competitive environment for developers. In addition to paid user acquisition and advertising, many developers are investing in building brands around their games and engaging with consumers to ensure longevity for their games. Building a brand and a wide audience is especially important when expanding a property beyond a mobile game into other areas such as merchandise, which can be a significant source of revenue.