Angry Birds developer Rovio Entertainment announced a strategic marketing partnership with Madhouse, which it described as “the leading mobile advertising network in China”.

In a statement, Paul Chen, general manager of Rovio China, said that it had selected Madhouse “to explore the advertising business for Angry Birds Star Wars in China”.

Rovio and Madhouse first partnered in July 2011, with the ad network stating that since then “Angry Birds has continued to experience excellent mobile advertising effect; gaining favour and recognition among mainstream brand advertisers”.

It continued: “With the introduction of the new game Angry Birds Star Wars, we believe mobile games are bound to lead a new wave of awareness in mobile advertising; poised to attract even more advertisers".