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Angry Birds Takes On AR

June 20, 2019 Victoria Pallien

angry birds

The Angry Birds franchise debuted an augmented reality (AR) app based on its mobile game. Angry Birds, which has grown from its original mobile game to movies and apparel, is now partnering with brands to create an immersive gaming experience.

Angry Birds Debut: From Phone Screens To Theatres

In 2009, Angry Birds debuted on mobile app stores, and the game, which featured launching wingless birds at various obstacles, soared in popularity. The game has seen many updates for touch-screen devices, PCs and video game consoles, and has been downloaded more than 3 billion times.

The Angry Birds franchise has since expanded to films. The first, which released in 2016, grossed $107.5 million in the U.S. and $352.3 million worldwide. The second Angry Birds movie is set to release this summer.

The New Angry Birds Game: Diving Into AR

The latest game from the Angry Birds franchise, Angry Birds AR: Isle of Pigs, partners with numerous brands and leverages QR codes to bring the game to life. Scanning QR codes unlocks different stages of the game using Apple’s [link to LP] ARKit.

“We wanted to explore this from the angle of building a game that really makes use of the space,” said Angry Bird game developers. The AR feature allows users to walk around the stage and find the best angle to attack from using the slingshot. Plus, users can lean in as far as they want, making precise movements and hits.

As consumers openly welcome technological advances in entertainment, Angry Birds provides an immersive experience months before their next film release to engage consumers and promote partnered brands.

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About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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