Never before has there been a moment where using different species of grimacing birds as projectiles to knock down and destroy grunting diseased looking green pigs been so very addictive. Angry Birds has become one of the rare video game sensations that jumped from being a game on your phone to a huge multiplatform franchise. But what makes the game a success? Why is Angry Birds a masterpiece of addictiveness? Is it the simple gameplay, or the visual graphics used? Could it be just a hype that exists simply because everyone is playing it or is there any substantial techniques and theories behind the game? By analysing the gameplay from a psychological perspective this essay aims to understand the reason behind the addictiveness of Angry Birds.

1. Module: Psychology Of Design
Assignment 1: Psychological Deconstruction
of Angry Birds
M.Des 1.1
Name: Harshal Desai
Lecturer: Filip Fransen
Date of Submission
17/11/2011
Word Count: 1520

2. TABLE OF CONTENTS
Executive Summary.................................................................................................................... 2
Introduction ............................................................................................................................... 3
Gameplay ................................................................................................................................... 4
Graphics ..................................................................................................................................... 6
Aggression and dark humor ....................................................................................................... 7
Reward system ........................................................................................................................... 8
Conclusion ................................................................................................................................ 11
Works Cited .............................................................................................................................. 12

3. EXECUTIVE SUMMARY
Never before has there been a moment where using different species of grimacing birds as
projectiles to knock down and destroy grunting diseased looking green pigs been so very
addictive. Angry Birds has become one of the rare video game sensations that jumped from
being a game on your phone to a huge multiplatform franchise.
But what makes the game a success? Why is Angry Birds a masterpiece of addictiveness? Is
it the simple gameplay, or the visual graphics used? Could it be just a hype that exists simply
because everyone is playing it or is there any substantial techniques and theories behind the
game?
By analysing the gameplay from a psychological perspective this essay aims to understand
the reason behind the addictiveness of Angry Birds.

4. INTRODUCTION
Angry Birds is one of the top ten downloaded games today, having over 300 million
downloads and growing. Since its release, players have spent over 200 million minutes per
day on the game, or 16 years of gameplay in just one hour.
Angry Birds is a casual strategy and physics based videogame. The premise of the game is
that the pigs stole the eggs from the birds, hence making them angry. The only way to
retaliate is to launch the birds via a slingshot in a kamikaze dive through the fortified
structures (made of wood, glass and stone) of the pigs, and destroy them in the process.
Several games have tried to imitate Angry Bird’s success by trying to copy their gameplay,
their realistic physics, and sometimes, even the visual graphics, although none have
succeeded to the level that Angry Birds has achieved. It makes one wonder if Angry Birds is
just a one-time hit or can its success be duplicated again.
By studying the elements of the game, this report aims to identify and answer the reason
behind the success of this multiplatform casual game.

5. GAMEPLAY
The overall gameplay is quite simple. Players control the birds via a slingshot and can angle
the trajectory to their liking and then simply let them fly off to cause destruction and
damage on the fortified structures of the pigs. To keep the gameplay exciting the initial
levels are quite easy and they steadily start increasing in difficulty where one can be stuck
on the game all day until they hit the structure at the right spot causing a total collapse.
Figure 1: Gameplay instructions (Source: Self-shot via iPad)
There are also benefits as the levels increase. The players unlock an arsenal of different
birds, each with their own unique traits and there are seven birds in total. If a player is
frustrated and stuck on a level too long, they can always use the ‘mighty eagle’, a special
bird that swoops down and clears the entire stage, equivalent to a nuclear bomb. However,
a player can use it just once every hour.

6. One can consider the entire premise as a military warfare where players have to plan how
to use the birds according to their unique strengths and weaknesses.
Figure 2: Angry Birds Level Chart (Source: Google.com)
What makes the game appealing (and addictive) is the challenge of trying to smash all the
pigs. Due to its repetitive behavior of gameplay, the player simply has to aim, shoot and win
or quickly correct his aim and try again. Also, since the game does not require long hours of
focus, players often play the game during the commute or whenever they want to kill some
free time. Their reward system and sound effects give an illusion of importance within the
game (Miller, 2011)

7. GRAPHICS
Niklas Hed, COO of Rovio said that they already had the concept of using stern looking birds
within their game, mixing realistic physics and cartoonish effects together to get maximum
appeal. The physics used in the way the construction work splinters and breaks depending
on the angle is quite realistic, while making the birds and pigs unrealistic. (Kendall, 2011)
Using green diseased looking pigs was in reference to the swine flu epidemic that was
rampant during that time. Since people already showed negative emotions towards swine
flu, it was easily justifiable on a subconscious level to destroy them by any means necessary.
The colors used are
mostly shades of the
primary hues, keeping the
overall tone of the game
vibrant and active, often
resembling that of Looney
tunes cartoon. Part of the
success behind the game
does rely on these
modern day graphics as it
would not have caused so
much appeal 10-15 years
ago, as seen on the left.
Even the gameplay would
change tremendously as
touchscreen systems were
not widely available in
that period.
Overall, visually appealing
graphics and a good
storyline do play some
part behind the addictive
success of the game.
(Mauro, 2011)
Figure 3: Angry Birds Retro (Source: http://laughingsquid.com/retro-version-of-angry-birdsfrom-1992/)

8. AGGRESSION AND DARK HUMOR
Angry birds have a distinctive blend of dark humor and subtle aggression.
According to the storyline, the pigs were hungry so they stole the birds’ eggs causing them
to retaliate. Konrad Lorenz talks about this aggressive behavior as instinctual
aggressiveness. He had combined Freud’s theories on aggression with Darwin’s theory of
evolution talking about how the survival and success of a species depends on the violent
tendencies they exhibit in order to survive or eliminate their competition. (Lorenz, 2002)
Angry Birds follows through with an expansion of Konrad’s theory proposed by a group of
researchers at Yale led by John Dollard, which focuses on aggressive tendencies being
shown due to frustration or an impulse created by an innate need, in this case, pigs stealing
the eggs.
Users playing this game find it an effective release for their aggressive impulses (Svetlik,
2011) . Dr Tomas Chamorro Premuzic further proved it in his research, stating, “Players may
not realize it but angry birds provides them a cathartic effect”. (Goldsmith University of
London)
In addition, the humor within the game allows players to legitimize the actions of tossing
kamikaze birds who break through the pig’s defenses and kills them. Since the overall layout
and graphics of the game represent a fictional cartoon style, in the mind of the player it
gives them free reign to cause as much damage and destruction as they please without
feeling guilt or any sense of empathy, despite the fact that the pigs were just hungry and
looking for food. (Svetlik, 2011)
However, one must note if the game were to replace birds with other graphics such as
babies or inanimate objects they would not be as appealing to the players, which explains
why other similar games have been unsuccessful e.g. Crush the Castle, All rabbits must die,
Cannibal Casserole etc.

9. REWARD SYSTEM
The reward system of angry birds is in three parts: The scores and stars, the bonus golden
eggs and the auditory and visual rewards. It can best be explained using B.F. Skinner’s
radical behaviorism theory of operant conditioning, specifically reinforcement and
extinction (O'Donohue & Ferguson, 2001)
According to the theory, operant conditioning has two basic purposes, to either increase or
decrease the probability of repeating a certain behavior.
Stimulus Type
Effect: Increases Behavior
Effect: Decreases Behavior
Positive
Stimulus
Negative
Stimulus
Positive Reinforcer
Negative Punisher
Negative Reinforcer
Positive Punisher
Figure 4: Operant Condition. Derived from: (Skinner, 2011)
If we base this on Angry birds, the positive reinforcer is could be the rewards gained such as
golden eggs, three stars etc. The player also hears a military victory parade music where the
birds cheer and praise the player for a job well done and moves on to the next level.
Figure 5: Three stars + Score based rewards (Source: Self-shot via iPad)
A slightly less positive reinforcer would be gaining two stars. This is comparable to getting a
C in your exams. It is tolerable and will allow you to proceed to the next stage if you wish, or
you could replay the level until all three stars are achieved. By looking at this, one can

10. actually classify the players into groups too, as those who are determined to get three stars
could often be perfectionists, and people who probably do not get enough sleep.
Negative reinforcers in the game are the sounds of the pigs sniggering and grunting at the
player as a means to mock and taunt him, often followed by a “LEVEL FAILED” message.
Figure 6: Negative Reinforcers (Source: Google.com)
The sight of a sniggering pig would cause the player to get back at them in an attempt to
prove their own superiority. Angry Birds does not have any punishers in their game.
According to Steven Grant, chief of neuroscience at the National Institute of Drug Abuse,
playing video games like Angry Birds often trigger a release of dopamine in the brain,
typically when the player receives a reward, such as launching a bird at the pig.
Basically, the dopamine signals the brain that there is a potential reward coming but it
cannot identify the intensity of the reward. The bird may just slightly bounce off the
structure, causing it to wobble a bit or hit the right spot and decimate all the wooden and
glass structures along with killing the pig. (Chorost, 2011) This ambiguity generates tension
and the brain craves for a release. It will make the player do whatever is necessary for that
release, in this case, firing bird after bird in order to receive that reward.
The addictive nature is also comparable to slot machines. Slot machines also follow a
simplistic approach of just pulling a lever and getting rewards. The visual motion of the slots
revolving, the bright colors and the simplistic potential of a victory make slot machines one
of the most addictive casino games in the world.

11. Figure 7: Angry Birds Slot Machines. (Source: http://pressxordie.com/2011/06/22/the-addictive-nature-of-angry-birds/angry-birdsslots/)
Comparing Angry Birds to Slot machines we find both share similar characteristics:
1.
2.
3.
4.
5.
6.
Requires little to no training to learn
Hardly requires hours of focus although players play the games for hours
Offers instant rewards whether it be financial or points or audio and visual rewards
Both follow an incremental reward system, reinforcing correct behavior
There is an opportunity to gain attention and recognition through competitions
Both offer lesser rewards where the player does win but in small amounts, for
instance winning a few dollars instead of the jackpot, or one star instead of three.
(Harrigan, Collins, & Dixon, 2010)
Games that follow the simplistic nature of the slot machines often end up being a success.
The most notable example of such games was Tetris.
In Angry Birds, these rewards are obtained in every level, and since the gameplay just
involves the player to pull the slingshot and be rewarded with crashing structures,
screaming birds and exploding pigs, it makes the game extremely addictive.

12. CONCLUSION
Based on the theories, Angry Birds owes its popularity on its simple gameplay and its
enticing reward system. It is a fun and unique game that grown to the heights of being
named one of the all-time classics. Its addictive nature stems from its simplicity and its
reward system that subconsciously keeps the player wanting to interact with the game over
and over.
Even when a player manages to complete all the levels of gameplay, they are given an
additional two games to try and compete in. For most it is a way to distract themselves in
free time,
While some may still consider it as a hyped game that cannot grow into successful
expansions, the current two variations, Angry Birds Seasons and Angry Birds Rio are
receiving high appraisals. It remains to be seen what steps Rovio takes next to further
increase the Angry Birds Franchise.

13. WORKS CITED
(n.d.). Retrieved November 17, 2011, from Goldsmith
http://www.gold.ac.uk/psychology/staff/premuzic/
University of
London:
Chorost, M. (2011, January 4). How I kicked my addction to the iphone game Angry Birds.
Retrieved
November
16,
2011,
from
PsychologyToday.com:
http://www.psychologytoday.com/blog/world-wide-mind/201101/how-i-kicked-myaddiction-the-iphone-game-angry-birds
Harrigan, K. A., Collins, K., & Dixon, M. J. (2010). Addictive Gameplay: What Casual Game
Designers can Learn from Slot Machine Research. Vancouver, British Columbia:
International Conference on the Future of GAme Design and Technology.
Kendall, P. (2011, February 07). Angry Birds: The story behind iPhone's gaming Phenomenon.
Retrieved
November
15,
2011,
from
The
Telegraph:
http://www.telegraph.co.uk/technology/video-games/8303173/Angry-Birds-thestory-behind-iPhones-gaming-phenomenon.html
Lorenz, K. (2002). On Aggression. Routledge.
Mauro, C. (2011, February 6). Why angry birds is so successful and popular: A Cognitive
teardown of the User Experience. Retrieved November 12, 2011, from
MauroNewMedia.com:
http://www.mauronewmedia.com/blog/2011/02/whyangry-birds-is-so-successful-a-cognitive-teardown-of-the-user-experience/
Miller, D. (2011, August). Angry Birds: A psychiatrist explains the addiiction. Retrieved
November
17,
2011,
from
Kevinmd.com:
http://www.kevinmd.com/blog/2011/08/angry-birds-psychiatrist-explainsaddiction.html
O'Donohue, W., & Ferguson, K. (2001). Operant Conditioning and the Experimental Analysis
of behavior. In W. O'Donohue, & K. Ferguson, The psychology of B.F. Skinner (pp. 73100). California: Sage Publications Inc.
Skinner, B. (2011). About Behaviorism. New york: Knopf Doubleday Publishing Group.
Svetlik, J. (2011, March 9). Angry Birds: The psychology of its success.