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“愤怒的小鸟”原是一款手机游戏,一经推出,便广受欢迎,立即抢占电脑游戏市场。游戏的故事背景相当有趣,为了报复偷走鸟蛋的肥猪们,鸟儿以自己的身体作为弹弓的炮弹去攻击肥猪们的堡垒。
如今,“愤怒的小鸟”飞出了虚拟世界,华丽转变成为一大娱乐品牌,除了拥有以主角原型制作的系列毛绒玩具之外,20世纪福克斯电影公司将以游戏情节为背景打造3D动画电影《Rio》,将在本月上映。另外,风靡全球的芭比娃娃的制造商美泰公司也即将以“愤怒的小鸟”为蓝本推出一款桌面游戏。那么,究竟这款游戏有怎样的魅力呢?
Michele Norris (the host): Many of you may know this tune. It’s the 1)intro music from “Angry Birds”, a widely popular digital 2)diversion. The game has been downloaded more than 50 million times in the last year, and now a major toymaker is getting a low-tech slice of the “Angry Birds” pie. Gigi Douban reports.
Gigi Douban: Whenever Chris Clark fires up his iPhone or iPad, he’s on 3)autopilot. His fingers 4)invariably go to the same place, to the game 5)folder containing the “Angry Birds” 6)app.
Clark has easily more than a hundred games downloaded to his devices, but after 7)solitaire, “Angry Birds” is his favorite. He’s not the only one. In 2010, “Angry Birds” was Apple’s best-selling iPhone app. It’s also available on 8)Android.
Clark, an industrial electronics repairman from Birmingham, Alabama, says he plays “Angry Birds” during 9)downtime at work, on the sofa, waiting in line and, well, just about anytime he can. In other words, he’s addicted.
Mr. Chris Clark (industrial electronics repairman): You keep retrying the harder levels until you get it, and then you’re like, OK, next. Next. Come on. Come on. And you just keep going, and you stop when somebody yells, dinner, or it’s time to go to work.
Gigi: Part of what makes it so addictive, Clark says, is that it’s easy. You basically 10)hurl birds through a 11)slingshot at a castle. Inside the castle are these ugly green pigs. They stole the birds’ eggs. So the object of the game is
12)revenge. That’s something a lot of people can 13)relish in, but so is the simple pleasure of breaking things. 14)Mattel knows this.
Mattel is putting the finishing touches on an “Angry Birds” board game due to hit store shelves in May. It’ll sell for about $15. Mattel still sells tons of board games, but there’s a lot more competition out there. Games played on computers, mobile devices and all sorts of 15)gadgets take away market share from Mattel.
It’s a way for Mattel to keep a foot in both worlds. The challenge in going from digital to board game isn’t unlike what a 16)screenwriter faces when making a film out of a book. True to the digital game, there will be a slingshot.
The company wouldn’t say how much it invested in the “Angry Birds” board game, but analysts say it can’t be much. After all, 17)Rovio, the company that developed the “Angry Birds” app, pretty much provided the 18)framework.
Mr. Paul Swinand (analyst, 19)Morningstar): They don’t have to go out and develop a whole lot of intellectual property to create a new board game.
Gigi: That’s Paul Swinand, an analyst with Morningstar.
Mr. Swinand: If it’s not a success, it’s not going to be a
20)black eye or probably even a loss for them because they probably have very good 21)margins on it.
Gigi: If it sells at all, it’ll have been a good experiment for Mattel, a nice way to dip the company’s toes into the world of digital apps.
米歇尔·诺里斯(主持人):大家应该听过这个曲调——一款当下颇受欢迎的电子游戏:“愤怒的小鸟”的开场曲。去年该游戏的下载量已经超过5千万次,现在,一家大型玩具制造商打算加入其中,来分“愤怒的小鸟”的一杯羹。以下是吉吉·杜班的报道。
吉吉·杜班:无论何时,只要克里斯·克拉克打开他的苹果手机或是苹果平板电脑,他就不受自己控制了,手指总会点击同一个地方,那就是装有游戏“愤怒的小鸟”的文件夹。
克拉克下载了一百多个游戏,但是在单人纸牌之后,“愤怒的小鸟”成了他的最爱。他并不是唯一一个对此着迷的。2010年,“愤怒的小鸟”是苹果公司销量最好的手机游戏,在使用安卓系统的手机上也能够使用。
克拉克是来自阿拉巴马州伯明翰市的一名工业电子修理工,他说在工作闲暇时他都会玩“愤怒的小鸟”,无论是在沙发上,还是在排队,只要是能够利用的时间。换句话说,他玩上瘾了。
克里斯·克拉克先生(工业电子修理工):你会不停地重玩难度更大的一关,直到过关为止,然后说,好吧,下一关,再下一关,加油,加把劲儿。你就这么不停地玩,直到有人大喊:吃饭了,或是到时间干活了,你才会停下来。
吉吉:克拉克说,这个游戏让人上瘾的原因之一,是因为它很简单。你用弹弓将小鸟(当炮弹)弹射到堡垒里去,城堡里面有很丑的绿色肥猪,它们偷走了鸟蛋。这个游戏的目的就是为了报仇。很多人享受其中的乐趣,就是打破东西的简单的愉悦感。美泰公司深知这一点。
美泰公司正在为“愤怒的小鸟”的桌面游戏作最后的冲刺,预计将在5月份上市,销售价格大约是15美元。美泰也会继续销售其他的桌游,但这个领域竞争很激烈。那些在电脑上、移动设备上、便携器具上能玩的游戏从美泰这里抢走了很多市场份额。
美泰要涉足并占领这两大领域。从电子游戏发展到桌面游戏就像是一个电影编剧把原著改编搬上银幕一样,颇具挑战性。和电子游戏一样,桌游里会有弹弓。
美泰公司并没有说会在桌游“愤怒的小鸟”投资多少钱,但是分析家称并不会太多。毕竟,研发“愤怒的小鸟”程序的Rovio公司非常乐意提供该游戏的设计框架。
保罗·斯维兰德先生(晨星公司分析员):他们并不用花很大力气去研发一整套新的桌游。
吉吉:晨星公司的分析员保罗·斯维兰德是这么说的。
斯维兰德先生:如果不成功,也并不是什么丑事,甚至也不会造成什么损失,因为他们的利润可能很高。
吉吉:如果它卖得好,这将会成为美泰公司一个成功的实验,也是该公司进军电子游戏领域的一次有利尝试。
如今,“愤怒的小鸟”飞出了虚拟世界,华丽转变成为一大娱乐品牌,除了拥有以主角原型制作的系列毛绒玩具之外,20世纪福克斯电影公司将以游戏情节为背景打造3D动画电影《Rio》,将在本月上映。另外,风靡全球的芭比娃娃的制造商美泰公司也即将以“愤怒的小鸟”为蓝本推出一款桌面游戏。那么,究竟这款游戏有怎样的魅力呢?
Michele Norris (the host): Many of you may know this tune. It’s the 1)intro music from “Angry Birds”, a widely popular digital 2)diversion. The game has been downloaded more than 50 million times in the last year, and now a major toymaker is getting a low-tech slice of the “Angry Birds” pie. Gigi Douban reports.
Gigi Douban: Whenever Chris Clark fires up his iPhone or iPad, he’s on 3)autopilot. His fingers 4)invariably go to the same place, to the game 5)folder containing the “Angry Birds” 6)app.
Clark has easily more than a hundred games downloaded to his devices, but after 7)solitaire, “Angry Birds” is his favorite. He’s not the only one. In 2010, “Angry Birds” was Apple’s best-selling iPhone app. It’s also available on 8)Android.
Clark, an industrial electronics repairman from Birmingham, Alabama, says he plays “Angry Birds” during 9)downtime at work, on the sofa, waiting in line and, well, just about anytime he can. In other words, he’s addicted.
Mr. Chris Clark (industrial electronics repairman): You keep retrying the harder levels until you get it, and then you’re like, OK, next. Next. Come on. Come on. And you just keep going, and you stop when somebody yells, dinner, or it’s time to go to work.
Gigi: Part of what makes it so addictive, Clark says, is that it’s easy. You basically 10)hurl birds through a 11)slingshot at a castle. Inside the castle are these ugly green pigs. They stole the birds’ eggs. So the object of the game is
12)revenge. That’s something a lot of people can 13)relish in, but so is the simple pleasure of breaking things. 14)Mattel knows this.
Mattel is putting the finishing touches on an “Angry Birds” board game due to hit store shelves in May. It’ll sell for about $15. Mattel still sells tons of board games, but there’s a lot more competition out there. Games played on computers, mobile devices and all sorts of 15)gadgets take away market share from Mattel.
It’s a way for Mattel to keep a foot in both worlds. The challenge in going from digital to board game isn’t unlike what a 16)screenwriter faces when making a film out of a book. True to the digital game, there will be a slingshot.
The company wouldn’t say how much it invested in the “Angry Birds” board game, but analysts say it can’t be much. After all, 17)Rovio, the company that developed the “Angry Birds” app, pretty much provided the 18)framework.
Mr. Paul Swinand (analyst, 19)Morningstar): They don’t have to go out and develop a whole lot of intellectual property to create a new board game.
Gigi: That’s Paul Swinand, an analyst with Morningstar.
Mr. Swinand: If it’s not a success, it’s not going to be a
20)black eye or probably even a loss for them because they probably have very good 21)margins on it.
Gigi: If it sells at all, it’ll have been a good experiment for Mattel, a nice way to dip the company’s toes into the world of digital apps.
米歇尔·诺里斯(主持人):大家应该听过这个曲调——一款当下颇受欢迎的电子游戏:“愤怒的小鸟”的开场曲。去年该游戏的下载量已经超过5千万次,现在,一家大型玩具制造商打算加入其中,来分“愤怒的小鸟”的一杯羹。以下是吉吉·杜班的报道。
吉吉·杜班:无论何时,只要克里斯·克拉克打开他的苹果手机或是苹果平板电脑,他就不受自己控制了,手指总会点击同一个地方,那就是装有游戏“愤怒的小鸟”的文件夹。
克拉克下载了一百多个游戏,但是在单人纸牌之后,“愤怒的小鸟”成了他的最爱。他并不是唯一一个对此着迷的。2010年,“愤怒的小鸟”是苹果公司销量最好的手机游戏,在使用安卓系统的手机上也能够使用。
克拉克是来自阿拉巴马州伯明翰市的一名工业电子修理工,他说在工作闲暇时他都会玩“愤怒的小鸟”,无论是在沙发上,还是在排队,只要是能够利用的时间。换句话说,他玩上瘾了。
克里斯·克拉克先生(工业电子修理工):你会不停地重玩难度更大的一关,直到过关为止,然后说,好吧,下一关,再下一关,加油,加把劲儿。你就这么不停地玩,直到有人大喊:吃饭了,或是到时间干活了,你才会停下来。
吉吉:克拉克说,这个游戏让人上瘾的原因之一,是因为它很简单。你用弹弓将小鸟(当炮弹)弹射到堡垒里去,城堡里面有很丑的绿色肥猪,它们偷走了鸟蛋。这个游戏的目的就是为了报仇。很多人享受其中的乐趣,就是打破东西的简单的愉悦感。美泰公司深知这一点。
美泰公司正在为“愤怒的小鸟”的桌面游戏作最后的冲刺,预计将在5月份上市,销售价格大约是15美元。美泰也会继续销售其他的桌游,但这个领域竞争很激烈。那些在电脑上、移动设备上、便携器具上能玩的游戏从美泰这里抢走了很多市场份额。
美泰要涉足并占领这两大领域。从电子游戏发展到桌面游戏就像是一个电影编剧把原著改编搬上银幕一样,颇具挑战性。和电子游戏一样,桌游里会有弹弓。
美泰公司并没有说会在桌游“愤怒的小鸟”投资多少钱,但是分析家称并不会太多。毕竟,研发“愤怒的小鸟”程序的Rovio公司非常乐意提供该游戏的设计框架。
保罗·斯维兰德先生(晨星公司分析员):他们并不用花很大力气去研发一整套新的桌游。
吉吉:晨星公司的分析员保罗·斯维兰德是这么说的。
斯维兰德先生:如果不成功,也并不是什么丑事,甚至也不会造成什么损失,因为他们的利润可能很高。
吉吉:如果它卖得好,这将会成为美泰公司一个成功的实验,也是该公司进军电子游戏领域的一次有利尝试。