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Rovio Chief Reveals High Sales Of Angry Birds In-App Content

Angry Birds creator Rovio has revealed that 40 per cent of new game buyers had purchased the recent in-app content enabling them to jump a level.

Speaking during the Game Developers Conference in San Francisco, when questioned about the success of the company's in-app purchasing model, Rovio's Peter Vesterbacka said that 40 per cent of new Angry Birds buyers had purchased the 99-cent "mighty eagle" add-on. The add-on lets users skip a difficult level with the help of a charged-up bird that resembles an eagle.

According to Cnet, Vesterbacka failed to elaborate what the in-app purchases generated for the company, but added that the figures were satisfactory.

He said that the success of good in-app game content was to make it relevant to the game. “It's bad if you make products that 2 to 3 percent of your mobile fans want to buy,” he said.

The company has started building a franchise around the popular game, which involves in-app purchases, additional downloadable content, soft toys and a movie deal. Vesterbacka said that Rovio had sold 2 million Angry Bird stuffed toys.

Rovio has also made a deal with movie studio 20th Century Fox in relation to the upcoming animated movie Rio. The deal includes an Angry Birds version built around the movie.