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????下面這個統計數據十分有趣：現在全球已有3億多玩家下載過Rovio出品的小游戲《憤怒的小鳥》（Angry Birds），這些玩家已共計發射了1，000多億只鳥，比地球上所有真正的鳥還多。

????上周四在《財富》科技頭腦風暴（Fortune's Brainstorm Tech）大會上，Rovio的營銷總監，綽號“神鷹”的彼得?維斯特貝加對與會者說道：“我們的目標是成為移動游戲的第一品牌，擁有10億粉絲。我們說的不是‘消費者’，也不是‘用戶’，我們說的是‘粉絲’。”

????《憤怒的小鳥》仿佛是受了幸運之神的眷顧，因此才能夠一夜暴紅。但事實上，Rovio公司自創立以來已兢兢業業打拼八年，《憤怒的小鳥》是該公司推出的第51款游戲。那些已成經典的游戲角色以及令人上癮的玩法，其實都是精心炮制出來的。這款游戲最早在Facebook上突然躥紅，但維斯特貝加卻毫不意外。

????他說：“在我個人看來，許多社交游戲談不上有多好玩。它們有點像吸煙——你知道它對你沒什么好處，但就是沒法戒掉。但是一旦戒掉了，就不會再回頭。而我們的策略就是，游戲一定要有趣味性，使你還想回頭接著玩。”

????社交游戲市場使Zynga公司一躍崛起為一個年銷售額6億美元的大企業。現在這個市場可能已到了盛極而衰的時候。游戲出版商PlayFirst公司的CEO瑪莉?貝克表示，據她的公司研究顯示，智能手機游戲市場的增長速度已經遠遠超過了社交游戲。

????Rovio公司并沒有把所有的蛋（也就是那些尚未被邪惡的豬偷走的蛋）都放在社交游戲市場這個籃子里。Rovio最近收購了芬蘭的動畫工作室Kombo，并且計劃在兩三年內推出自己的首部電影。維斯特貝加表示：“《憤怒的小鳥》還有很多故事沒有推出。”Rovio還打算自行出版一系列圖書，其中的第一本是以《憤怒的小鳥》為主題的菜譜，今年年底就將出版。

????不過Rovio公司也在盡力確保《憤怒的小鳥》的每個周邊產品都能給人以興奮感和新鮮感。而不能像好萊塢那樣，每次為經典電影拍續集，拍出來的東西都差強人意。

????維斯特貝加表示：“我們并沒有研發《憤怒的小鳥》第二部，而是在努力為《憤怒的小鳥》打造新的體驗。”他把任天堂（Nintendo）出品的《超級瑪麗》（Mario Bros）當成自己的榜樣。《超級瑪麗》誕生25年來一直經久不衰，還推出了幾十個后續版本，不斷吸引著新的玩家。

????譯者：樸成奎

????Here's a fun stat: The 300 million players who have downloaded Rovio's Angry Birds games have flung more than 100 billion avians -- more birds than actually exist in the entire world.

????"Our goal is to be the first brand with a billion fans," Peter "Mighty Eagle" Vesterbacka, Rovio's chief marketing officer, told attendees Thursday at Fortune's Brainstorm Tech. "We don't talk about consumers, users -- we want fans."

????Angry Birds might seem like an overnight, stroke-of-luck success, but it was the 51st game launched by 8-year-old Rovio, and the game's now-iconic characters and addictive nature were carefully crafted. Vesterbacka isn't impressed with much of what he sees cropping up on Facebook.

????"I personally think a lot of the social games are not so much fun," he said. "They're a bit like smoking -- you know it's not good for you, but it's hard to stop. But once you do stop, you don't go back. Our approach is that games have to be fun, so you want to go back and play."

????The social market -- the one that built Zynga into a powerhouse with annual sales of nearly $600 million -- may be peaking. PlayFirst CEO Mari Baker said her company's research shows that smartphone gaming is growing much faster than social gaming.

????Rovio isn't putting all its eggs (the ones those malevolent pigs haven't stolen away) in the gaming basket. The company recently acquired Finnish animation studio Kombo and is two to three years away from making its first movie: "There's a lot more to the Angry Birds story than you've seen so far," Vesterbacka said. It's also launching a self-published book line, with its first title -- an Angry Birds cookbook -- due out later this year.

????But the company is mindful that each new Angry Birds creation has to feel exciting and original. The wrong sequel model is the one Hollywood uses, when it tries to clone its hits.

????"We're not working on Angry Birds 2," Vesterbacka said. "We're working on new Angry Birds experiences." He cited Nintendo's Mario Bros. franchise as a role model, where dozens of installments have lured in new players for more than 25 years.