Media Issue #3: Angry Birds: 200m downloads are the tip of the mobile gaming iceberg

(Source: www.guardian.co.uk)

The angry birds fever has been increasing around the world. I bet no one do not know what is Angry Birds, it started playing as iPhone's game which developed by Rovio Mobile. Today, the rate of purchasing or free download are rank from 200m to 35m. Truly, Angry Birds is not a huge success aross the world, it is not only played by iPhone's user but also Android's user, and even majority of the smartphones are having this mobile game at least one series of Angry Birds' version. 

People see Angry Birds as an entertainment to kill times, up to 50% and 75% of iPhone's users are playing Angry Birds on their device. It is still the top purchased game on App Store by Apple. In fact, the App Store actually provides countless of mobile game, but what makes Angry Birds so addictive to us? Partly, because we are living in the smart phones' phenomenon which people is talking about touch screen, immediate internet access, mobile gaming, chatting, etc. Obviously, all of these reminds us one thing which is Apple. 

Now, this issue leads to the new media ecosystem by complementary to traditional communication activities and used by organizations who recognize the social characteristics of effective communication. For example, blogs, RSS, Podcasts, Vlogs, etc. Today, the new media ecosystem is all about engaging, communicate, connecting, developing, influencing, empowering and building a genuine community and publics. However, Hobson (n.d.) also mentions the new media ecosystem cannot replace all the traditional media especially on public relations industry. Tools like press release, brochures, bulletin, websites, etc are still crucial for media to build or rebrand a company. 

Speaking of Angry Birds, it is such a popularity of viral marketing about their products and brands. Viral marketing is now generating new idea that excite people's mind, the message that is "viral" is spreading relentlessly to millions as one of the marketing strategy. For instance, Angry Birds is a "contagious media" around us, we see Angry Birds' game on iPhone, merchandise like soft toys, smartphone's casing; these are the "viral marketing" that contagious and trigger everyones' interest. Viral marketing "is a much easier to tell stories about than to implement." (Watts, et al, 2011).

In terms of audience expectations on these new media, it happens on different audiences, different contexts, and different times. For example, we now are able to watch video through social media without turning on our television at night. The social platform is provides different expectations and usability to audiences based on age or lifestyle (Bradshaw, 2011).

References

Bradshaw, P 2011, Session report-Changing audience expectations and behavior, 20 May, BBC, viewed 11 June 2011, <http://www.bbc.co.uk/journalism/blog/2011/05/audience-behaviour.shtml>.

Dredge, S 2011, Angry Birds: 200m Downloads are the Tip of The Mobile Gaming Iceberg, 19 May, The Guardian, viewed 11 June 2011, <http://www.guardian.co.uk/technology/appsblog/2011/may/19/iphone-game-stats>.

Hobson, N n.d., The New Media Ecosystem: Conversations, Influence and You, viewed 11 June 2011, <http://www.nevillehobson.com/pubfiles/downloads/051020_NewMedia_FEIEA.pdf>.

Watts, D.J, Peretti, J & Frumin, M 2011, Viral Marketing for the Real World, viewed 11 June 2011, <http://www.itu.dk/people/rkva/2011-Spring-EB22/readings/watts2007_viralmarketing.pdf>.