《愤怒鸟》（Angry Birds）这款风靡世界的手机游戏创造了多项辉煌战绩：在iPhone平台的销量超过1000万份；在Android手机的下载量达到了500万次；在69个国家的苹果App Store中排行第一（自从今年春天以来，它在美国App Store稳居前三甲）；玩家每天在这款游戏上耗费的时间超过一小时。

《愤怒鸟》的羽翼还将覆盖其他周边产品，其毛绒玩具将于圣诞节期间在各大商店销售，游戏节日版本也将在同一时期面世；2011上半年还将登陆Facebook平台，并推出Xbox、Playstaion 3、任天堂Wii掌机游戏版本。当然，芬兰开发商Rovio Mobile的战略野心远不止于此，他们甚至开始考虑推出同一题材的电视节目或电影，而且还在美国帕洛阿尔托市（Palo Alto，旧金山附近的城市）新成立了一个工作室。据称，《愤怒鸟2》还将进行角色互换，让鸟儿的敌人—-绿色小猪变身成为主角。

近日，Rovio首席执行官Mikael Hed在采访中向记者介绍了《愤怒鸟》项目的未来发展计划。下文为访谈内容：

angry-birds

请问《愤怒鸟》的由来是什么？

我们的游戏设计师Jaakko Iisalo原先制作了一个模拟视频截图，上面是一群看起来很愤怒的小鸟，拖着笨重的身子向一堆积木前进，后面留下一串长长的泥印。大家看了以后都很喜欢这些鸟儿的形象，所以就围绕它们开发了这款游戏。

你认为这些鸟儿为什么会这么招人喜爱？

这可能是因为它们的生存态度令人印象深刻。它们很友善，但有时候也不缺乏个性。它们不是轻易投降的动物，如果有人要偷鸟蛋，它们总会排除万难把鸟蛋抢回来。

你们最初在芬兰发行了这款游戏，后来的发行步骤是什么？

我们去年圣诞节前在芬兰发行了这款游戏。芬兰的用户数量真是少得可怜，一开始我们所有使用iPhone的工作人员、朋友、家人都下载了这款游戏，仅仅是这样，《愤怒鸟》就进入了芬兰手机游戏的前十名。但我们万万没有想到，它会一直稳居第一名。因为根据原先预测，它可能只会在前十名呆上一阵子，然后名次就会迅速回落。

但是几周过去了，它还是第一名，我们才开始意识到它真的很招人喜欢。《愤怒鸟》也因此开始流传到其他国家，瑞典是《愤怒鸟》发行的第二站；在今年2月中期，《愤怒鸟》才开始真正在英国流行起来，又过了几个月，才在美国登陆，最后才真正成为美国App Store的冠军。

Angry Birds

现在你们这个项目要扩大了吧。

我们原先计划先从应用商店入手，如果成功了，再转战其他平台；假如我们在智能手机上大获成功，就会向个人电脑、Mac和掌机平台进军。这也正是我们现在所执行的步骤，我们仍然遵循原来的运营路线。

但从某种程度上来说，我们开始意识到除了游戏本身之外，《愤怒鸟》还有其他可以挖掘的潜力。用户在这款游戏中投入了大量时间，他们还想获得关于《愤怒鸟》的更多内容。所以《愤怒鸟》的第二个发展步骤就是毛绒玩具以及周边产品。我们的网站已经开始出售这些毛绒玩具了，全国各地的商店很快也会销售这些产品。其他周边产品的上市也已经在计划中。

哪些周边产品？

桌面游戏和更多玩具种类。《愤怒鸟》还推出了iPhone和iPad保护套、T恤衬等多种衍生产品。这些东西将在明年初大范围销售。

你们准备制作哪种类型的电视节目或电影？

在这方面我们还没有什么消息可以公布。唯一能确定的就是，我们针对的受众并不仅限于少儿群体，就像《愤怒鸟》也不是孩子的专利一样，它是一款针对所有用户的大众型游戏。

我们的游戏用户范围广泛，所以我们的影视作品也会与此类似，它不会是一部纯粹的儿童卡通片，可能会有点像《辛普森一家》（The Simpsons）这种电视剧，或者高端的电影动画片。总之，它是对全家人都适用的影视节目。

可有其他的项目延伸计划？

我们正在开发新版本的游戏，比如说圣诞节版本，然后我们还会开发以《愤怒鸟》为主题，但玩法不同的多种其他游戏。

我们想让《愤怒鸟》参考《Super Mario Bros》这款游戏的做法，让玩家通过已知的人物角色和游戏世界，体验不同类型的游戏。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Angry Birds is top game for smart phones

Small and scrappy, their eyebrows thick and angled with determination, the Angry Birds have become the latest gaming sensation among smart-phone users.

More than 10 million copies of the game have been purchased on iPhones and 5 million have been downloaded on Android phones. It has catapulted to No. 1 in Apple’s App Store in 69 countries. In the United States, it has ranked in the top three since spring. Players spend more than an hour on it each day.

Soon it will spread its wings even more, with plush toys arriving in stores in time for the holidays, as well as a holiday-themed version of the game. It is also due to land on Facebook in the first half of next year, and eventually for the Xbox, Playstation 3 and Wii. Rovio Mobile, the Finnish game developer that created Angry Birds, has even been shopping around a television show or film. It has opened an office in Palo Alto.

In the future, gamers will also be able to play from the pigs’ perspective.

Rovio CEO Mikael Hed recently talked about the company’s plans for Angry Birds.

Q: Where did Angry Birds come from?

A: Our game designer, Jaakko Iisalo, came up with a mock screen shot for a game with angry-looking round bird characters who were trudging along the ground with dust trailing behind them and moving toward a pile of blocks. Everybody loved those bird characters so we designed a game around (them).

Q: What do you think is so appealing about these birds?

A: Probably the attitude of the birds. They’re nice, but they have character at the same time. They are not pushovers. Someone stole their eggs and they are going to get them back.

Q: You released it in Finland. What happened next?

A: We launched it just before Christmas last year. Finland had such a small user base. When the game was launched, all of us who had iPhones and friends and family who had iPhones downloaded the game. Just with that, it became the top 10 in Finland. What we didn’t anticipate was it continued to rise to No. 1 and stayed there. Our expectation, having looked at how other games and apps performed, was that it would go to the top 10 and stay there for a little bit and then quite quickly drop out again.

A few weeks later, when the game was still No. 1, we started to have a feeling that people really liked the app. It started to spread to other countries. Sweden was next. It took until mid-February of this year for it to become really popular in (Britain). It took a couple more months before it was noticed in the U.S. and then it was featured in the U.S. App Store and after that it went to No. 1 in the U.S.

Q: And now you’re going to expand it.

A: Our plan from the start was let’s start with the app store and if we are successful, then we would expand to other platforms. If we were successful with smart phones, then we would go to PCs and Macs and consoles. That is what we are doing today. We are still following the same business plan.

But at some point we realized we had created something that has the potential to be much more than a game. People spend so much time with the game and these characters and this world that they want more of it. So the next logical steps are first the toys and the merchandising part. We are already selling some plush toys on our website, and those will be in stores nationwide very soon. And a lot more merchandise is on its way.

Q: What kind?

A: There are board games and more toys. There is a rather long list of merchandise – bean bags, iPhone and iPad covers and T-shirts. It will start to roll out in early 2011.

Q: What kind of television show or film are you looking to produce?

A: We have not announced anything on that side. The only thing certain is we are not aiming for a kids-only audience, just like the game is not a children’s title only. The vast majority of the users are not kids.

We have a very wide demographic for the game and we want the same wide target audience for the broadcasting side too. It will not be a purely children’s cartoon. You can think of it perhaps like “The Simpsons” or some of the high-end stop-animation you see in film today. It will be a concept that works well for the whole family.

Q: How else do you plan to expand?

A: There are new versions of the game that are coming out. We are doing a holiday version of the game, and then we are working on other Angry Birds-branded games that might have completely different game play in them, so there is plenty more.

Our role model in gaming is game franchises like Super Mario Bros., where the same characters and the world that users have gotten to know so well are then used in many different types of games. That is what we would like to do with Angry Birds also.（source:sfgate）