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Angry Birds publisher Rovio launches Amazing Alex franchise

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By John Glenday, Reporter

July 12, 2012 | 2 min read

Angry Birds maker Rovio has announced its first new franchise since concocting the hit smartphone game back in 2009 – Amazing Alex.

The latest title invites players to arrange objects on the screen to achieve a chain reaction which to achieve a goal.

Not an original production the title was first developed by Washington based videogame developer Mystery Coconut and known as Casey’s Contraptions.

Despite favourable reviews however the title never took off and the IP rights were snapped up by Rovio.

In an attempt to build on its strong pedigree, Rovio have incorporated a prominent teaser in their latest Angry Birds Seasons game to plug the revamped title.

Jack Kent, a mobile analyst from HIS Screen Digest, told the BBC: “It's hard to know if they can bring their audience with them.

"If you look at a company in the wider games business like Zynga, they have used core brands like CityVille to add players to their next games and have had some success in doing that.

"But on mobile it's not as clear that Rovio will be able to do that, especially from a game like Angry Birds that doesn't have the same social connections - it's a casual game but you're not necessarily connected via a wider social network."

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