Rovio, the company behind Angry Birds, is actively participating in Earth Day on Monday, April 22nd by urging gamers to reduce plastic waste. Through their Birds Helping Birds campaign, they are shedding light on the threat that plastic poses to wildlife, particularly birds.
The main event of this four-week partnership started earlier this month and features activities in three Angry Birds games. The campaign will culminate on Monday, April 29th, 2024, with a focus on raising awareness about the impact of plastic on birds.
The highlighted activities can be found in Angry Birds Dream Blast, Angry Birds Friends, and Angry Birds 2. With over 18 million monthly active users worldwide, Rovio is aiming to promote environmental and climate awareness within its audience and the gaming industry.
Supporting Birds and the Environment
Aside from educating players on reducing plastic harm, Rovio is donating $16,000 to Earth Day and is promoting the cause through in-game activities, social media, PR, and video ads in Times Square, New York.
From April 15th to 21st, Rovio is also promoting the campaign in Times Square. The company stated, “Even though there are more than three billion people playing digital games daily, games tend to be an overlooked area of action. Games have significant potential to raise awareness and drive positive change due to their broad reach, immersive storytelling, and relevance to players’ lives.”
Rovio’s Green Game Jam campaign in 2023 resulted in notable increases in daily new users, daily active users, and total new users, making it one of their most successful activations that year.
