How have some of the parks and attractions that have opened Angry Birds attractions benefited so far? Angry Birds Land at Särkänniemi in Finland But even in the gaming world there is a lot of great new technology coming out, things like “exer-gaming” and active play that takes us beyond what you may think of as traditional gaming. It is important for us to have this blend of digital and physical in everything we do, and we feel good about encouraging healthy, active play with Angry Birds Activity Parks. How important is it to gets kids active as part of the Angry Birds park experience?
It’s a family experience that people are doing together anyway, and we wanted to create shared experiences in the park too. We’ve heard great stories about husbands playing Angry Birds with their wives, children playing with their grandparents, and so on. Some of that is because it’s a lot easier to engage people when they aren’t spending a lot of time queuing in line for attractions. Why have you chosen playgrounds as the main component to most of the Angry Birds attractions so far? When the opportunity presented itself to be involved in the start up of all this, as I had been as part of the team at Islands of Adventure and Universal Studios Japan, it seemed to good an opportunity to miss. I had heard about Särkänniemi and the great things that Rovio was doing there. So they went about formalising things and setting up a division to deal with location-based entertainment, which is where I came on board. Following the opening of Angry Birds Land at Särkänniemi, Rovio started fielding a huge number of enquiries, both from park operators saying ‘Hey, how we can we get one too?’ and also from fans, keen to see one in their country. It really started as just another way for us to engage with our fans. Why did Rovio decide to enter the theme park and attractions market? Rovio Entertainment director of location-based entertainment Dan Mitchell tells us more about his mission to bring the brand from the digital world into the physical world. Since the debut last spring of Angry Birds Land at Särkänniemi in Finland, a total of 10 Angry Birds themed attractions have opened around the world.
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