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Published online by Cambridge University Press: 03 January 2025
‘New Moomin game by creators of Angry Birds in development. Iconic Finnish brands will join forces to create joyful content for years to come as Rovio becomes an exclusive partner for Moomin based mobile games’, the Moomin website announced in June 2021. ‘Rovio's first Moomin game, based on the original story and world created by Tove Jansson and inspired by the Moominvalley animation visuals, is already being developed.’
Moomin Characters, Rovio Entertainment, and Gutsy Animations launched their new long- term partnership with high hopes. They made public their joint intention to develop and market a new game for smart phones and expand into games across platforms. The partnership was envisioned to open new opportunities for the Moomin trademark, in line with the objective of ‘taking local Nordic creations to the international marketplace’.
A couple of years earlier, Moomin had engaged in another ambitious venture that made use of opportunities offered by new technologies. The Moominvalley animation television series in 3D was first released in 2019. This high- profile initiative included collaboration with global corporations. Through Gutsy Animations, Moomin partnered with major actors in the entertainment and media business.
The new Moominvalley animations marked a new phase in the development of the ecosystem, and initiatives such as a collaboration with Rovio on mobile games follow this trajectory. The eyes of Moomin management are increasingly on technology and digitalization. With the new initiatives, Moomin is embracing new opportunities to ‘scale its digital footprint’ and to discover new markets and attract new clients around the world.
In managerial talk, digitalization typically refers to leveraging digital technologies to change and transform ways of doing business, and to create new revenue streams and value- creating opportunities. Digital disruption is a concept used to denote the radical changes in expectations and behaviour that digitalization engenders. This pertains to new technologies and, most notably today, to artificial intelligence (AI).
In making sense of AI and its impact, organization and innovation scholar Georg Von Krogh steers our focus to decision- making and problem- solving. He concludes that AI augments rather than substitutes human behaviour in organizations. Von Krogh foresees a fertile ground ahead for discovering unexpected combinations of human ingenuity with intelligent machines.
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