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Angry Birds studio's 'new franchise' is Bad Piggies

Play as the pigs from September 27 on iOS, Android and Mac

Rovio has revealed the next evolution of the Angry Birds franchise, Bad Piggies.

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The title turns the series on its head by letting players assume the role of the pigs, and promises to offer "all new, never-before-seen gameplay - and not a slingshot in sight".

It's set for release on iOS, Android and Mac on September 27, and Windows Phone, Windows 8 and PC shortly afterwards.

"There's a lot of empathy towards the lovable enemies from the Angry Birds games, and we've been constantly asked: what about the pigs' side of the story?" said Rovio CEO Mikael Hed.

"Bad Piggies gives you the chance to play as the second-most-loved characters in the Angry Birds universe, and explore this rich world through their green eyes."

In an interview separate from the product announcement, Petri Jarvilehto, executive vice president of games at Rovio, told Fast Company: "We consider this the launch of a new franchise."

The Angry Birds franchise topped one billion downloads in May 2012.

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