Rovio partners with YouTube for Retry mobile game launch

Angry Birds producer Rovio has partnered with YouTube to bring the video platform’s hit Slow Mo Guys to its Retry mobile game, a retro homage to the 8-bit era which its producers hope will become the next big thing.

The partnership will allow for the seamless integration of branded content into the game which will dovetail with a media campaign promoting the Slow Mo Guys across key EMEA markets.

Jami Laes, executive vice president of games at Rovio Entertainment said: “Rovio is all about fun, quirky and surprising elements, and that certainly describes The Slow Mo Guys. Through our products and partnerships we always want to delight our fans in unexpected ways, and this level certainly fits the bill.”

Richard Waterworth, head of YouTube consumer marketing EMEA added: “We're really happy to partner with Rovio to launch RETRY in EMEA. The fun, retro tone of the game and the target audience are a perfect fit to engage with fans of The Slow Mo Guys.”

The partnership was brokered by global digital agency Essence.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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