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Rovio launches LVL 11, a new experimental publishing arm
May 6, 2014 | By Mike Rose

May 6, 2014 | By Mike Rose
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More: Smartphone/Tablet, Business/Marketing, Video

Rovio already has its own third-party publishing label called Rovio Stars, but today the company revealed Rovio LVL 11 -- a publishing label for those internal games that don't quite fit the overall Rovio brand.

Talking to, Rovio's Jami Laes explained that the company has been putting together lots of prototypes that simply don't fit alongside the main Angry Birds franchise, and as such, require a different publishing method.

This is where LVL 11 comes in. The idea is that Rovio is safe to release any of its more outlandish projects through this initiative, without cannibalizing its main releases.

Laes described LVL 11 as "a soft label" that is set apart from Angry Birds. Indeed, no cross-promotion will happen with the Angry Birds brand and LVL 11 releases.

RETRY is the first game to come out of the Rovio LVL 11 publishing brand, the trailer for which you can see above. This announcement comes days after the company revealed a large drop in profits.

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