Rovio Entertainment, maker of the popular Angry Birds game series, aims to sustain its profitability by 'killing' the aggressive winged creature this time around.

A new app, named 'Bad Piggies' will be launched by the Finnish mobile game maker on Thursday and the core characters would be the annoyingly noisy pigs that players around the world have been trying to annihilate by launching colourful birds on a sling shot.

The table has been turned on the Angry Birds, Rovio told Reuters, on its new game offering that would replace its breakout creation, which since its launch in 2009 has radically transformed the fortunes of the company.

Solely on the account of three Angry Birds versions, all playable on Apple and Android handsets that easily count close to one billion units, Rovio is now regarded as a multi-billion global company.

Latest estimates of its worth range between $US6 billion and $US9 billion, Reuters said, not bad indeed for an outfit that mainly anchored its global revenues on tendency of many people to hit on stationary targets.

The upside for Rovio when Angry Birds when the games first came out was it's instantly addictive and the excitement it generated quickly snowballed, which the firm has translated into cold cash.

And Rovio refused to accept prevailing perception that the craze has died down and its luck is quickly faltering.

The new game app Bad Piggies, Rovio said, would solidify its stature and continue the tradition started by Angry Birds, which is making a killing (loads of money) by pitting cute creatures against each other.

Players are given 'mobility' on the new app, according to Petri Jarvilehto, Rovio's top man for game development.

In Bad Piggies, players will be tasked to come up with vehicles that their piggies can ride on in tracking down and destroying their target - birds' egg.

With the same novelty of Angry Birds, analysts believed the new Rovio game will be installed by millions of global consumers, who in the last months of 2012 should be snapping fresh mobile gadgets from Apple, Microsoft and Samsung.

Mr Jarvilehto told Reuters that releasing Bad Piggies is mere part of Rovio's overall strategy of creating brand names that would add up to targeted revenues of the firm.

In 2011, about 30 per cent of overall sales realised by the company were attributed to merchandises that carry the Angry Birds brand and Rovio intends to capitalise on that momentum by building up the Bad Piggies label.

"We see Bad Piggies as a long-term brand-building exercise. In three years from now we want to see Angry Birds and Bad Piggies as strong vibrant brands out there," Mr Jarvilehto told Reuters.