Word of mouth is king in the world of casual gaming, leaving little need for traditional reviews, Rovio vice president of M&A, Teemu Huuhtanen, told an audience at Gamelab in Barcelona.
"We try to monitor social media, Facebook, Twitter, blogs and even reviews," Huuhtanen told the audience in reference to Angry Birds.
"I think they are all important, especially in the beginning. But I don't think many casual gamers actually read any blogs or reviews - they hear about games from their friends, mostly. But to gain momentum in the beginning, it definitely helps to get good reviews."
Angry Birds Space, the latest in a long line of downloadable bird games, clocked 100 million downloads earlier this month.