Rovio has unveiled a new publishing arm designed to output content outside of the Angry Birds brand dubbed LVL11.

As detailed in an exclusive interview with PocketGamer.biz by Rovio's global games operations EVP Jami Laes, the new label will be used to release games that "don't necessarily fit our Angry Birds brand."

"While we have people making Angry Birds, in the next room there are the guys dreaming completely new things," detailed Laes.

"Some of those things are so different that we wanted to package that in a different way and come up with a publishing title for it, a publishing label if you will. We decided to call it LVL11."

Next level

LVL11's first game will be a retro-style action game called Retry. It's a free-to-play release, with players able to pay for upgrades via in-app purchases if they choose.

In Laes view, LVL11 as a "kind of a magical place", with the Rovio man revealing that the company "actually had a place called LVL11 where there was a lot of collaboration involved with lots of different people, from different walks of life, some unicorns, some rainbows, some waterfalls."

"So we wanted to take part of our heritage, and part of cultural influences, and take it to - pun-intended, by way of Spinal Tap - LVL11, to really show the world the new and experimental things that we've been working on internally, and start publishing games under Rovio LVL11 to make it clear that it's different from Rovio Stars and it is different from what you would expect from the makers of Angry Birds, to kind of set it apart," he continued.

You can read the interview in full here.