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. Since the debut last spring of Angry Birds Land at Särkänniemi in Finland, a total of 10 Angry Birds themed attractions have opened around the world.
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