"I am happy to say we are going to roll out a weekly animation series this year of short format content," he said. "It's a great way for us to connect with our existing fans, to give them more and keep them engaged. It will, in the future, be less and less about the slingshot and more about the characters and their adventures and all different kinds of games in different forms."

But it's also important for acquiring new fans because not everyone might want to play the game or is not able to play the game. We want to offer people different points where they can interact and experience our characters."

But Nick Dorra said a film version of Angry Birds, also first announced in 2011, would not be released until at least 2015.

Rovio, which is based in Finland, bought an animation studio based in Helsinki last year to work on projects outside gaming. Nick Dorra said that was the way forward now for the company.

"Angry Birds is not just about the game-play," he said.

"It will, in the future, be less and less about the slingshot and more about the characters and their adventures and all different kinds of games in different forms."