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Rovio sets up LVL11 brand to publish 'experimental' games

Brand designed to encourage collaborations and non-typical Rovio experiences

Rovio has established LVL11, a publishing label designed to release games outside of its Angry Birds property.

Speaking to Pocket Gamer, Rovio's executive vice president of global games operations, Jami Laes, explained the thinking behind LVL11.

"What people don't know is that we've been very busy, working on a lot of different things," said Jami Laes.

"Within games we've been working for a very long time on prototyping a lot of new things. Prototyping new IPs, prototyping mechanics, all new kinds of things, some of them crazy, some of them experimental, some of them more just "out there".

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"We've been finding internally that some of these that we do don't necessarily fit our Angry Birds brand, they don't necessarily fit the normal thinking that people have of what to expect next from the makers of Angry Birds.

"While we have people making Angry Birds, in the next room there are the guys dreaming completely new things. Some of those things are so different that we wanted to package that in a different way and come up with a publishing title for it, a publishing label if you will. We decided to call it LVL11.

According to Laes, the label will also accommodate collaborations and allow the studio to be more experimental with its projects.

"We wanted to take part of our heritage, and part of cultural influences, and take it to - pun-intended, by way of Spinal Tap - LVL11, to really show the world the new and experimental things that we've been working on internally, and start publishing games under Rovio LVL11 to make it clear that it's different from Rovio Stars and it is different from what you would expect from the makers of Angry Birds, to kind of set it apart."

In May 2013, Rovio launched Rovio Stars, a publishing business designed to focus "on a small, select number of games" and "guide users to quality games in a flooded market".

"We want to help our fans find quality entertainment among the more than 100,000 games available in the app stores," said Rovio Stars EVP Jami Laes.

The recently revealed Angry Birds Stella is being published under this brand.

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