Rovio seems to be trying to shake off the label of one-hit wonder.

The Finnish gaming start-up today launched Amazing Alex, its first new-concept game since its wildly popular Angry Birds title. The new game lets players practice basic physics as they help a floppy-haired whiz kid arrange everyday objects into Rube Goldberg-type devices.

Since Angry Birds was first released in 2009, millions of people have downloaded the game, and the Angry Birds empire now encompasses toys, T-shirts, and Disney-esque ambitions.

The company reported profits of $48 million last year, according to TechCrunch.

But the company has also come under fire for its failure to come up with more hits.

Rovio made it clear earlier this year that a listing might be in the company's near future. Analysts have estimated a $9 billion IPO and, according to TechCrunch, this new release could add justification for that steep sum.