by Mandalit del Barco

Angry Birds is just so simple， says Rovios Andrew Stalbow.

Andrew Stalbow： Theyre very unique birds， with each with very special powers that each of which get very upset[心烦的] and aggravated[激怒] by the very rascal-ish注1 pigs whove stolen their eggs.

In the game， players use slingshots[弹弓] to catapult[用弹弓射出] the colorful birds， who dont fly， to destroy structures hiding the green pigs.

The new Angry Birds cartoons go one step farther.

Stalbow： Theres a whole infrastructure[基础设施] to the pigs world. They live on an island that has some amazing stories to tell.

Stalbow， whos in charge of[负责] Rovios strategic[战略上的] partnerships， is only a little ambitious[有雄心的] about how far his birds and pigs can fly.

《愤怒的小鸟》就是这么简单，Rovio娱乐的安德鲁·斯塔尔保说。

安德鲁·斯塔尔保：这些小鸟与众不同，每只都有特殊的力量，它们会因为那些偷鸟蛋的无赖捣蛋猪而变得非常烦躁愤怒。

玩家在游戏中要用弹弓把这些颜色各异但不会飞的小鸟用弹弓弹射出去，以摧毁绿猪们的藏身之所。

新推出的《愤怒的小鸟》卡通则再进一步。

斯塔尔保：猪的世界有一套完整的基础设施。它们住在一个岛上，有一些好玩的故事呢。

斯塔尔保在Rovio娱乐负责的是战略合作伙伴关系，他对这些小鸟和猪能飞多远只有一点点野心。

Stalbow： I would describe them as most closely aligned[结成联盟] to， say， Tom and Jerry注2. And I think were thinking about really Looney Tunes注3 for the mobile generation.

New three-minute episodes[（电视剧的）集] will be revealed[显示] every week when players push a button on the 99 cent game app.

Kirk Hamilton： At its heart， you know， its just fun to play； its just basically sling[弹弓]-shotting birds. So anyone can understand it.

Kirk Hamilton is a features editor for Gawker

Medias gaming website. He says the startup[启动] Rovio has already thrown the video gaming industry for a loop[使……震惊]， and could do the same for TV.

Hamilton： I think thats the thing that makes this really interesting， is that they have this huge embedded[植入的] audience who all have a way to just give them money already. So theyre just giving them more stuff[东西] to spend money on.

Four years after the small Finnish company

launched[推出] its digital game， Rovio has become a major player in the entertainment world.

Rovio joined forces with Lucasfilm to come up with a Star Wars Angry Birds cartoon， games and merchandise[商品，货物]. Theyve partnered[与……合伙] with 20th Century Fox， National Geographic and even NASA. There are now Angry Birds plush[长毛绒做的] toys， lunchboxes， T-shirts， books； and Angry Birds theme parks in Europe and China. The company makes most of its money from merchandise and advertisers on its games and YouTube channel， with more than a billion views.斯塔尔保：要形容这套卡通，我会说它和《猫和老鼠》最为接近。我想，我们想做的其实是手机一代的《乐一通》。

玩家在这个99美分的游戏程序中按下一个按钮，就能播放每周新推出的三分钟卡通剧集。

柯克·汉密尔顿：说到底就是好玩，基本上就是拿弹弓弹射小鸟，所以任何人都能理解。

柯克·汉密尔顿是高客传媒游戏网站的专题编辑。他说，当年刚刚起步的Rovio娱乐已经让视频游戏行业大吃一惊，它现在同样能让电视行业大跌眼镜。

汉密尔顿：我想，让这件事情变得很有意思的是，他们有如此庞大的嵌入式观众群体，这些人已经在为他们花钱。所以，他们只是把更多能花钱的东西提供给这些人而已。

在推出这款数字游戏四年后，Rovio这家芬兰小公司已经成为娱乐界的主角之一。

Rovio娱乐与卢卡斯影业公司联手推出了一套《愤怒的小鸟：星球大战》卡通、游戏以及周边商品。该公司与二十世纪福克斯电影公司、《国家地理》（杂志），甚至美国国家航空航天局（NASA）也有合作。现在不仅有《愤怒的小鸟》毛绒玩具、饭盒、T恤和图书，在欧洲和中国还有它的主题公园。Rovio娱乐公司的大部分收入来自各类商品以及在游戏和YouTube频道上投放广告的广告商，YouTube频道的浏览量更超过了10亿。

With its new cartoon series， Rovio is betting on new media to directly collect more revenue[收入] from its fans and advertising partners like Paramount Pictures， and Sony Pictures and BlackBerry.

Executive[执行的] vice president[副总裁] Stalbow says that puts Rovio in a unique position.

Stalbow： The worlds changing， where a really small company of 12 people in Helsinki can compete with a big media company who has significantly[值得注目地] more resources， because the platforms[平台] are more accessible[易接近的] to everybody. So its an exciting time for any startup out there because the playing field[用于比赛的场地] just got leveled[使平等].

In three years， Angry Birds is set to be a feature length film. Where will it end？ How long will the birds be angry？ And when will those pigs stop stealing their eggs？ Stalbow says there are generations of bad blood[恶感，仇恨] between them， so many more stories to tell on many different devices[装置].

凭借新推出的卡通系列，Rovio娱乐将赌注压在新媒体上，以求直接从粉丝和广告合作伙伴，如派拉蒙电影公司、索尼电影公司和黑莓手机公司等身上获取更多的收入。

Rovio公司执行副总裁斯塔尔保说，这一举措将Rovio推到了一个独一无二的位置。

斯塔尔保：世界总在不断变化，当年赫尔辛基一个仅由12人组成的小公司，如今也能与拥有更多资源的大媒体公司同席竞争，因为现在对于每个人而言，平台更容易获得。所以，对于刚刚起步的初生牛犊而言，这是一个振奋人心的时代，因为赛场刚刚铺平，大家机会均等。

《愤怒的小鸟》将在三年后拍成一部故事长片。结局将会如何？这些小鸟还要愤怒多久？捣蛋猪们什么时候才不再偷鸟蛋呢？斯塔尔保说，小鸟和捣蛋猪之间的恩怨由来已久，所以还能用许多种不同的手段讲上很多故事呢。