Piracy isn't all bad if it helps to massively expand your fan base, says the firm behind the phenomenally successful Angry Birds.
Rovio Mobile CEO Mikael Hed said recently: "We have some issues with piracy, not only in apps, but also especially in the consumer products. There is tons and tons of merchandise out there, especially in Asia, which is not officially licensed products."
But Hed says that efforts to curb piracy shouldn't affect the paying customer. "We could learn a lot from the music industry, and the rather terrible ways the music industry has tried to combat piracy.
He goes on to look on the bright side: "Piracy may not be a bad thing: it can get us more business at the end of the day," he says.
"We took something from the music industry, which was to stop treating the customers as users, and start treating them as fans. We do that today: We talk about how many fans we have.
"If we lose that fanbase, our business is done, but if we can grow that fanbase, our business will grow."
Angry Birds reportedly hit 500 million total downloads in November last year, while titles in the Angry Birds series of games were downloaded 6.5 million times on Christmas Day alone, according to developer Rovio.