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[双语文摘] 真正的愤怒的小鸟要飞到中国来了



Angry Birds’ new challenge may be a bit steeper than knocking down a shoddy structure onto a few static pigs.


Rovio Entertainment Ltd., the Finnish game developer behind the Angry Birds franchise, is trying to grow from a mobile game company into a global brand and a big part is a full-on marketing blitz in China, which it says is its second-largest market after the U.S.Even though fake Angry Birds products abound in the country, Rovio ChinaGeneral Manager Paul Chen is undaunted.

罗维奥(Rovio)公司,芬兰游戏开发商,开发了愤怒的小鸟系列,正在努力从一个手机游戏公司成长为一个国际品牌,其中很大一部分是要在中国大打营销战,他们表示中国是仅次于美国得第二大市场。虽然山寨的愤怒的小鸟的相关产品充满了中国,但是罗维奥公司的中国总经理Paul Chen毫不畏惧。

Though Rovio has previously targeted the China market with specific initiatives, like a level designed around China’s Mid-Autumn Festival, the company opened its office in Shanghai earlier this year and Mr. Chen said in an interview it will be rolling out a number of new programs in the coming 18 months.


The first of those is a new Angry Birds game designed for the China market ahead of the London Olympics this summer. Centered on a drum motif that elicits the opening ceremonies in the Beijing opening ceremony four years ago, users compete with others online to hit Chinese-style drums scattered throughout the levels.


In an animation accompanying the game, a pack of Angry Birds characters join iconic Chinese Olympic athletes like badminton player Lin Dan and hurdler Liu Xiang as they reclaim a golden drum from the pigs, their recurring enemies in the game franchise.


Then in July, the company will open its first two retail stores in Shanghai and Beijing, but Mr. Chen says the company will be opening several hundred stores across China over the next year and a half. As with many popular branded products in China, many items bearing counterfeit Angry Bird images and patterns are for sale in China.


But Mr. Chen said he believed once Chinese fans were given a chance to buy genuine Angry Bird products, they would.


“There’s an educational process to say, OK, this is the official, this is the unofficial product. With the official you’ll get exclusive designs, things others don’t have, your friend who might have an unofficial T-shirt, they’re not cool anymore because you have the latest official design,” he said. “It’s kind of like the way fashion works, where the uncool guy has last year’s fall collection and you have this year’s fall collection.”


He added that the company also plans to include special levels and other game features that are linked to the purchase of official products, so those who buy the sometimes-misshapen fake Angry Bird stuffed animal will miss out on some of the perks offered to those who buy the real thing.


Finally on Oct. 1, China’s National Day, the company will be opening its first theme park in a city outside ofShanghai. The park, which will feature rides as well as a large interactive playground, will be the first of several locations opening in the next year and a half, Mr. Chen said.


原创翻译:龙腾网 http://www.ltaaa.com 翻译:海巴海巴 转载请注明出处

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