Rovio's Miljas on Nordic Games Marketing

Wille Miljas, Rovio's new Angry Birds 2 marketing lead, discusses the Nordic games industry's transformation. He argues that high-quality games alone are no longer sufficient; studios must proactively create consumer demand rather than relying on platform featuring. He emphasizes the growing role of influencers, the need to consider audience-building early in development, and the importance of cultural nuance in marketing. Miljas advocates for marketing to shape a game's appeal from the outset, not just at launch. He also highlights complementary strengths across Nordic countries and his focus on leveraging The Angry Birds Movie 3's momentum to grow Angry Birds 2.