Angry Birds is one of the most successful mobile game apps ever invented. More than 1 billion downloads across all digital platforms can attest to its global popularity.

Now Rovio Entertainment, the company behind Angry Birds, hopes to follow that success with Bad Piggies—a game that extends the brand by allowing the pigs, which were limited to target status in the first game, to seek revenge on their beaked assailants.

These must be exciting times for Rovio’s PR experts, but the act of creating a mobile video game app that connects with the public in a big way is a game in itself—a game worth millions and millions of dollars. Rovio’s PR team must be asking themselves what, exactly, causes some video games to resonate with the public while others disappear with little notice. Is it the challenge? The creative marketing campaigns? Could it be the quirkiness, characters and design? Read more