The revenue of mobile games maker Rovio, owner of the Angry Birds brand, have declined to half of the revenue earned last year. As a result, Rovio plans to cut up to 130 jobs to simplify the organization. 

In marketing aspect, mobile games players always change their tastes. They may get addicted in a game for a while. However, when they get board, the will find another new game to play. It is also possible that the game is so easy that player can pass through all the levels in a short time. Once the players pass through all the levels, they will be less likely to play it again. Because of that, the company should keep creating more and more barriers and missions to stop players from passing through the levels. If players attempt many time to get passed to the level but fail eventually, they may find another way to achieve it such as buying the equipment from the producer. In this case, the game producers will gain extra revenue from selling the equipment that is helpful for players to pass through the level.

Take me as an example, I used to play the Angry Bird as long as I get board a year ago. I found out that playing Angry bird become more and more boring. So I change my favor into the other game call “flappy bird”. Since it is too hard to control the Bird, I get board of “Flappy bird” quickly and switch favor again into other games. I guess many people are like me. They change their mind quickly. That’s why the Angry Bird revenue fell.

Reference: http://www.theglobeandmail.com/technology/gaming/gaming-news/angry-birds-maker-rovio-to-cut-up-to-130-jobs/article20889656/