The Slingshot Formula

The Slingshot Formula is not a marketing manual. It tells the story of an actual company, Rovio, from a small (failing) startup of 16 people to a household name. And this story is full of twists, turns and adventures. Starting a franchise is not for the faint of heart - it requires a combination of luck, timing, skill and courage. Rovio was in the right place at the right time (the dawn of mobile gaming) but their success did not happen overnight. It came from a genuinely good product. The game was well-made with a very good FPS rate, few bugs, and a fun, unique design with the red bird and their thick eyebrows. On top of this good product was a good understanding of pricing, positioning, and relentless marketing. The ambition was to turn the game into a brand, a little bit like Star Wars that made so much money through derived products and partnerships. Much more than through the actual movies, actually. So, this is Rovio, but what about the actual book? The narration is fast-paced, reflecting the gaming industry perfectly. I work in gaming and could definitely identify with some of the experiences. Well-dimensioned chapters guide you through each step in the ascension of Rovio and angry birds. Clean and useful visuals summarize the important marketing concepts and put them into perspective. All in all, this is the type of book that would be an excellent read for an MBA student. It does not matter if you know anything about marketing (or gaming). Pascal Clarysse tells the story of Rovio, from a the perspective of a marketer, but it is also very entertaining book. I found all the base concepts very accessible for a non-specialist. Pascal Clarysse establishes a constant connection with the gaming industry, the data, and even the psychology of gaming. Compared to most ""business"" books, The Slingshot Formula was not boring at all. Reading it did not feel like ""work"". Next to my laptop, there is a Hitman duck. It is my pride and joy to be in the credits of the most recent episodes of the Hitman franchise. Sadly, we have not started launching the explosive ducks in space yet. All good things in good time, maybe? Thank you NetGalley, John Murray Business and Pascal Clarysse for the ARC. You just provided me with many opportunities to have an elevator conversation with the marketing department of the gaming company I work for. But most of all, you did what marketers do best - you told a compelling story that enriched my life a little bit. Now I want to play Angry Birds. -- Florence Rolland * NetGalley *