Rovio, Medio hatch plans to enhance 'Angry Birds' fan engagement

Rovio Mobile, the casual game developer behind the blockbuster Angry Birds, will collaborate with mobile predictive analytics provider Medio Systems in a push to boost fan engagement across consumer platforms including Apple's (NASDAQ:AAPL) iPhone iOS, as well as Google's (NASDAQ:GOOG) Android mobile operating system and Chrome web browser.

Rovio hopes to boost fan engagement in Angry Birds.

With over 300 million downloads and a staggering 1.4 billion minutes of gameplay each week, Rovio will implement Medio's cloud-based, location-aware platform to help Angry Birds addicts discover new services, capabilities and game offerings. Medio adds it will give Rovio the tools to make real-time product changes optimizing game play, gamer satisfaction and revenues.

Rovio Mobile is reportedly in talks to close a new funding round that would value the startup at $1.2 billion. Citing two sources with knowledge of the discussions, Bloomberg reported last week that Rovio is looking to expand the Angry Birds property across multiple media channels and open offices outside of its native Espoo, Finland. The firm is considering accepting a strategic investment from a company rooted in the entertainment industry, adding the game developer has rejected similar offers from large institutional investors.

Rovio landed $42 million in a Series A venture financing round completed in March. In addition to hundreds of millions of Angry Birds downloads, Rovio has sold more than 3 million plush toys and a million t-shirts. The firm is also planning animated efforts and will expand into print publishing, with a cookbook already in the works.

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