![]() ![]() 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. ![]()
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