Angry Birds developer Rovio has launched a new publishing arm for games which don't star everyone's favourite irritated avians.
As revealed in a PocketGamer interview with gloabl game operations VP Jamie Laes, LVL11 is a new brand allowing Rovio's prototypes to come to light.
"We've been finding internally that some of these that we do don't necessarily fit our Angry Birds brand, they don't necessarily fit the normal thinking that people have of what to expect next from the makers of Angry Birds," Laes said.
The first game from LVL11 (yes, it's a Spinal Tap reference) is Retry, a free-to-play Flappy Bird-like effort you can see in the trailer below. It's already available in some regions and will spread to others shortly.
Rovio already has one other publishing brand, Rovio Stars, but that one is focused on externally-developed titles.