在日前的GDC智能手机峰会上，芬兰开发商Rovio公司董事长Peter Vesterbacka在演讲中向与会者介绍了《愤怒的小鸟》（Angry Birds）的发展成就和计划。

据Vesterbacka所称，该游戏是Rovio公司自2003年成立以来推出的第52款游戏，他们当时低估了开发成本，用了八个月时间，在开发外包游戏的空隙间制作了这款游戏，这样他们才有时间更好地为所有游戏润色。他们在这款游戏上注入了大量的心血。

angry-birds

不过令人惊讶的是，《愤怒的小鸟》在下载安装量上并非Rovio最成功的游戏，该公司的《Bounce》系列通过预安装途径，在诺基亚移动设备上的安装量达到了2.5亿次，但并没有特别突出的盈利表现。

游戏邦获悉，Rovio为《愤怒的小鸟》设立了一个“《俄罗斯方块》战略”发展目标，计划在多个平台实现1亿次的下载量。

Vesterbacka认为，在通过更新让游戏成为一项服务，以及与传统媒介品牌合作等方面，手机游戏的表现已推动了整个游戏行业的发展，“手机游戏是整个游戏行业的中心，手机游戏领域现在取得的成就也会在其他游戏领域中出现。”

关于Rovio的具体营收渠道，Vesterbacka所提供的细节情况包括Mighty Eagle这项售价99美分的游戏内置付费功能，它支持玩家使用Mighty Eagle这个智能弹炸，为闯关扫清障碍。

据游戏邦了解，该游戏目前约有40%的用户购买内置付费功能，但Rovio希望这个比例能够达到50%，“我们有计划通过更新Mighty Eagle功能，让它更易为用户所接受。”

该公司还将于3月17日的圣帕特里克节推出更新版本的《愤怒的小鸟节日版》。

除了游戏本身的销量之外，Rovio推出的毛绒玩具也在市场上大受欢迎，目前销量已达200万件。

Vesterbacka表示，他们对该游戏的产业链发展抱有很大期望，并将推出更多类似于《Angry Birds:Rio》这种植入20世纪福克斯动画电影元素的项目合作。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

GDC 2011: Rovio’s Vesterbacka on implementing Angry Birds’ 100 million download strategy

“We’re only one year into the Angry Birds experience. We’re a bit more popular at GDC than last year,” joked Peter ‘Mighty Eagle’ Vesterbacka, the market-come-biz dev guy of Finnish developer Rovio.

He was giving a talk entitled Angry Birds – An Entertainment Franchise in the Making at the GDC Smartphone Summit.

Long love

“We underestimated the development cost,” Vesterbacka said, of Rovio’s 52nd game project since it was founded as a mobile studio in 2003.

“It was good it took eight months to make in between doing work-for-hire projects, because that gave us time to polish everything. A lot of love went into that game.”

Surprisingly though, Angry Birds isn’t the company’s most successful game, at least in terms of installs. The Bounce series is on 250 million Nokia devices, albeit via pre-installs, so not particularly lucrative from a financial point of view.

Big deal

Rovio’s strategic plan is to get the franchise as close to that number as possible: something it calls its ‘Tetris Strategy’ in terms of hitting 100 million downloads across as many platforms as possible.

In this way, Vesterbacka argued mobile games, in terms of treating games as a service or an experience with updates, and hooking up with traditional media brands, are now driving the entire industry.

“Mobile is clearly the centre of gaming for the entire business,” he said. “What’s happening in mobile is going to be happening in other gaming sectors.”

More channels

When it comes to specific revenue streams for Rovio, other details provided included a big update to the Mighty Eagle in-app purchase, which is the 99c smartbomb and stops you getting stuck on a level.

At the moment, around 40 percent of new Angry Birds’ users are buying the IAP; something Rovio wants to increase to 50 percent of all users.

“We have big plans for how we’re going to update the Mighty Eagle to make it more relevant to players,” Vesterbacka explained.

There will also be another update for the Angry Birds Seasons in terms of a St Patrick’s Day on March 17.

While, outside of the game, sales of plush toys are also going well with two million sold to-date.

“We have high hopes for merchandising,” he said. “And we will be doing a lot more deals such as Angry Birds: Rio.” That game been made in conjunction with Fox’s forthcoming animated movie.（source:pocketgamer）