Angry Birds developer Rovio Mobile is well aware that more than a couple of users might be getting their Angry Birds fix without actually going through the proper avenues, and even the licensed goods are getting unauthorized knockoffs. While the studio is naturally concerned about losing business to piracy, it admits that it would be a futile task to go to great lengths to stamp out Angry Birds piracy.
Rovio also doesn't want to risk looking like it is treating their customers like criminals through legal recourse. Studio chief executive Mikael Hed explains at the Midem conference in Cannes, Paris, yesterday that his company is better off avoiding the "terrible ways the music industry has tried to combat piracy."
Not that Rovio is embracing piracy, of course. The studio certainly won't stand for anything that would hurt its brand, or rips off its loyal customers. At the same time, the studio would rather maintain a more optimistic (yet no less pragmatic) viewpoint for the bigger picture. Rovio believes Angry Birds piracy could just as easily encourage legitimate sales by creating greater franchise awareness in markets where it might not have previously existed, for example.