Angry Birds HD update angers fans with unskippable adverts

Up until now, Rovio has been open regarding its intent to push the Angry Birds franchise as far as it can.

In response, its audience has welcomed the invention employed by the developer the free to download ad-supported model adopted for Android an especially popular release.

Rovio's latest attempt to drive a few more dollars out of its fanbase appears to have fallen on angry ears, however.

Via an update to the paid iPad release, Angry Birds HD, the Finnish studio has attempted to push official merchandise on those playing.

Under review?

When users pause play, they're now greeted by a 'news section' that promotes official Angry Birds merchandise via an unskippable animation.

It essence, this means players looking to restart a level have to sit through said animation every time they use the pause button an intrusion that has pushed some fans over the edge.

"If we buy an app, we don't expect to get six ads rammed in our face. Calling it Rovio News just makes it insulting," says one user review on the App Store.

"Really gives you the feeling that someone lowered the quality control bar and chose to add a poorly placed and tacky-looking advertisement on the pause screen to push Angry Birds gear," adds another.

Bump in the road

In truth, it's highly unlikely the update will hamper sales of the iPad release all too much (the game still has a four and a half star rating on the App Store, with even the latest version rating four out of five).

However, it does suggest Rovio might have to evaluate how far it's willing to go to drive more cash from what is already a highly profitable franchise.

[source: 9to5Mac]