Watch out for reports claiming Amazing Alex is Rovio’s first non-Angry Birds game. That omits the 51 games it released before the original Angry Birds – and not all of them were flops (see: work-for-hire jobs Burnout and Need For Speed: Carbon on Java handsets). But Amazing Alex is still a big test for Rovio’s ability to make new characters a hit with its 200m+ monthly active users for Angry Birds. Alex himself needs to be a hit beyond smartphones and tablets though: with 30% of Rovio’s 2011 revenues coming from licensing and merchandising, and work on Angry Birds animation well underway, Alex is likely to tread the same path.
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