继Rovio融资4200万美元后，有消息指出，《愤怒的小鸟》系列游戏如今的月活跃用户已达4000万。

游戏邦认为，这对Rovio来说是个颇有意义的数据，特别是因为公司之前只关注游戏的下载量。

月活跃用户（MAU）成焦点

月活跃用户（MAU）这个词常被Facebook和手机免费游戏的运营商使用，因为这个数据能够很好地说明游戏日常用户的数量以及可能购买内置付费商品的用户数量。

例如，凭借《蓝精灵村庄》和《Zombie Cafe》1000万的下载量，Capcom Mobile如今的月活跃用户已达640万，而Zynga推出的《Words with Friends》MAU也有500万。此外，手机社交游戏巨头DeNA和ngmoco的MAU有望突破1亿。

Words with Friends

混合模式

虽然引入了99美分Mighty Eagle之类的内置付费功能（游戏邦发现，Mighty Eagle为40%的‘新用户’所采用），《愤怒的小鸟》也不是传统的免费游戏，因为游戏并没有提供虚拟货币。

但是，Rovio表示其将利用所筹集的资金推出“《愤怒的小鸟》的在线版本”，可能是Facebook、网页或者手机，这表明公司开始改变策略，更多依靠提高服务来吸引用户。

就如ngmoco首席执行官Neil Young在GDC 2011上所述：在谈到公司从注重下载量转变为注重活跃用户数量，参考数据是成功的关键。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Opinion: Rovio’s switch from counting downloads to boasting Angry Birds’ 40 million MAUs demonstrates key change of focus

by Jon Jordan

Part of the detail of Rovio’s surprising $42 million investment round, comes news that the various games in the Angry Birds’ family are now generating 40 million monthly active users.

It’s a significant figure for the company to reveal, not least because it’s previously focused on the number of downloads of the game.

Retain your appeal

Monthly Active User (MAU) is a term more often used by the operators of freemium games, both on Facebook and mobile, because it better describes a game’s audience in terms of how many people are regularly playing, and hence how many are likely to be spending cash on in-app purchases.

For example, with 10 million downloads of its Smurfs’ Village and Zombie Cafe games, Capcom Mobile now has 6.4 million MAUs, Zynga with Friends’ Words with Friends has around five million MAUs, while mobile social giant’s DeNA and ngmoco are planning to reach 100 million MAUs.

Hybrid model

Despite the introduction of in-app purchases such as the 99c smartbomb Mighty Eagle, which Rovio says is being used by 40 percent of “new users”, Angry Birds isn’t a traditional freemium game however as it doesn’t have the option to buy in-game currency.

Yet, with the company saying it will use part of its investment to roll out “an online Angry Birds experience” – presumably Facebook, web and mobile – it seems it’s switching its terms of success to a more service-driven approach.

Indeed, as ngmoco’s CEO Neil Young pointed out at GDC 2011 – in reference to its switch from download numbers to active players – “We become what we measure.” （Source：PocketGamer.biz）