A game-style business model

A hot topic in the field of product development and marketing has recently been "gaming" (gamification). The so-called game, is the game of people's desire to strengthen and bring benefits of the mechanism, the introduction of products or marketing, the ordinary experience becomes extraordinary text/Rongjin general a mobile phone game life cycle even a few months, with a "short-lived" to describe not too much. But since the December 2009 "Angry Birds" game landed in the Apple App Store, not only survived now, but most of the time in the position of the top ranking to accept everyone's worship. Even now, it is still popular.　　This makes us wonder what the longevity gene of the bird is. The advantage lasts it is the first Crab eater. At the end of 2009, Rovio chose the Apple App Store as the starting platform for their work, Angry Birds. The founder of the Hyde Brothers is looking at the potential of Apple's App store, while also hoping to make full use of the iphone's touch screen and other hardware features, creating an unforgettable role in the game, locking all mobile phone users.　　The App Store is open to all game developers, and everyone is equally popular, and fun games are always discovered by the players. Rovio Company is confident in the design of its own products. Game designer Isalo to Hyde Brothers saw a screenshot of the picture, there are a group of cartoon birds, lined up, toward a pile of colored squares. "The picture seems to have a magical power," the client recalls, "These birds have no feet, they can't fly, and they're angry." We started talking about what birds were so angry about. These simple roles give us a lot of thought. "Later, they added the image of a pig and gave an explanation of how angry the birds were at the wall." At the beginning of the design, the swine flu outbreak, they designed the pig as a symbol of sick green. Later, they designed a background story explaining how the bird hated the green pig because the pig had stolen the bird's egg. The Hyde Brothers initially invested only 25000 euros in the "Angry Birds" project, while Rovio employees used their leisure time to design games and were entirely interested. 8 months later, when the Hyde brothers saw their mother baking Christmas turkey was attracted by the game, they began to have confidence in the game. "She never plays games. At that moment we realized that the game was reliable.　　So the angry bird was mentioned as the most important place. A good publisher and distribution strategy is a guarantee of success. "We've long recognized that it's not easy to get into mainstream markets," said Matt Wilson, Rovio marketing director. So we took a following tactic in small countries. "Their first stop was at Apple App Store in Finland, where Angry Birds became the best-selling app after hundreds of purchases." In Sweden and Denmark, and then Greece and the Czech Republic. "The UK and US markets now account for 90% of our sales, but we already have 30,000 to 40,000 downloads in small countries before the two markets hit," Wilson said. Although not a large number, it may be equivalent to an average of four times times the sales of each application.　　"At the same time, they found a way to get into the mainstream market, the Via independent publisher Chillingo, the publisher has successfully sold too many games, and has maintained a good relationship with Apple." February 11, 2010, Apple agreed to put "Angry Birds" in the UK App Store application shop as the week home. To prepare for the day, Rovio posted a video to YouTube, the second time the iphone game posted to YouTube, which has now been viewed more than 17 million times. Rovio also created 42 new levels, far more than originally imagined and designed. Finally, Rovio also launched a free compact version of "Angry Birds." All of these are released within three days. After that, the game quickly climbed from the App store to the No. 600 place. "Sales have reached a new level," Wilson said. By April, we had become the first place in the App Store in America. "With a strong potential energy, the next Rovio to solve is the core of the advantages of continuing problems." In fact, its solution is only two: multiple platforms to increase the number of users, multitasking to increase user stickiness. After entering the Apple App Store, the Angry Birds are on the Android Market, and the Android version has been downloaded 20 million times. In January this year, Angry Birds became one of the first apps to enter Apple's Mac App Store, and was paid 150,000 times in the first week to get to the top of the sales list. After that, the Angry Birds landed in the independent Cross-platform App Store Getjar, and a large number of download requests even led to Getjar server downtime. It recently aimed at Facebook. And in multitasking, it's the practice of constantly introducing new versions. Currently it has a Halloween version, Christmas edition, St. Patrick's Day version (also known as the Clover version), Easter Edition, and several major versions, the latest "Angry Birds" download 10 days to break through the tens of millions of marks.　　It is with the continuous expansion of the platform and the introduction of a new version, this crazy bird constantly pulling our eyes, aroused our enthusiasm.　　and the cumulative amount of 100 million downloads, earning 70 million of dollars, these "Angry Birds" with no legs and no wings not only saved a game company that was on the verge of a break, but also gave the Finnish small company, which was once a "odd-doing" for the Giants, an opportunity to become the game Empire of "Super Mary's father" Nintendo. Lenovo's value is obvious, Angry Birds as a game, this is Rovio the core business, but the game is not Rovio Grand blueprint of all, even can say,This is just his import business. This is the essence of the Rovio model. Social game giant Zynga's choice is that once a game succeeds, immediately extend a brand Lenovo high new game out, we can see it has Farmville, FishVille, PetVille, CityVille and so on Ville end of the associated product line. And Rovio's several big season edition and Zynga's many sub brands, is a main brand throughout the product version, the advantage lies in let everyone produce Lenovo is only the main brand more rich content. This is also a typical way to make a single brand.　　Rovio wants to do the same, but its goal is not just in the field of gaming, but in the entire culture of creativity. Accel's partner, Jim Breyer, has a lot of investment foresight, and he shares some of his experiences with Rovio's leaders on the Marvel board. Marvel was originally a comic book company, and later because of the film works began to grow, and finally through the creation of film works to recover the intellectual property rights, master the relevant products of all control. This is exactly what Breyer's proposal for Rovio's development, and his view has been endorsed by Rovio, North American market director Vesterbacka. In fact, Rovio itself is to think of other brand game manufacturers OEM started, for the independent brand has a strong demand. Rovio's two founder, Hyde Brothers, is also ambitious. So a huge plan was born. They judge that mobile terminals will become a new generation of mass media platform, but the former mass media economic system does not apply to this platform. So they are trying to create a new form of "box-office blockbuster" that, on the basis of global appeal, can transcend the limitations of mobile apps and become a huge entertainment media empire.　　And their goal is the Web 2.0 Disney. In Rovio's vision, "Angry Birds" is not only a game brand, but also a brand new entertainment. When you're immersed in a 99-cent game, you may also be willing to spend 11.99 of dollars on plush dolls (they've sold 60,000), or spend 70 dollars on a bird-patterned iphone 4 protector, or pay for a bird T-shirt, a bird cake, and so on. In addition, they have collaborated with Hollywood on the "Angry Birds" film, the "Rio Adventure", when the trailer came online, the first weekend hits on YouTube as much as 500,000 times. The "Angry Birds" game also launched the "Rio Adventure" special edition of the game, online 10 days to download the breakthrough 10 million times. In January this year, 2,405 players from 756 cities wasted a lot of time on the first anniversary of the "Angry Birds" game. They held a festival of Angry Birds. British Prime Minister David Cameron, Canadian pop music SmallKing Justin Bieber, former English football superstar Gascoyne, and Indian writer Rushdie are all big fans of the game. The essence of the game recently a hot topic in the field of product development and marketing is "gamification". The so-called game, is all areas of research and development and marketing staff hope that the game in the super strong for people's desire to strengthen and bring benefits of the mechanism to introduce products or marketing, the ordinary experience becomes extraordinary. At present, many foreign companies have begun to explore this area, but the results achieved are not small, in the concept is also in the initial stage. But the emergence of Rovio is expected to be in the product of the game of a new road. Because it has a unique label-game company.　　But Rovio is really not playing games, it is only the cultural creative products of the game to achieve the ultimate. No doubt, as a company, the development of the game is to make money, but the way to make money? Perhaps this is the question that every game manufacturer should ponder. Zynga is undoubtedly creating a long term game brand for Zynga through a few excellent products with limited lifecycles.　　And Rovio is around a big circle, it is not just to create a good game products, but also to create a group of distinctive personality of the virtual image. Rovio is a content company, a cultural and creative company, a company similar to Disney's. It needs more than just games, it needs to be a few virtual images more humane. Therefore, its approach is easy to understand. Through the various festivals of the version of the different environment to foil these unchanged image, so as to strengthen these images in the minds of people.　　It also through the Hollywood film and other ways to make these images more stereoscopic, more personalized, more on the virtual image of a series of associations. The essence of the game is to first clear what your goal is, and then draw on the game to magnify the human nature of the mechanism to achieve the goal. That's exactly what Rovio did. On the one hand, it is perfect through a game called "Angry Bird" to achieve the purpose of packaging its virtual image. On the other hand, it makes its image more plump through videos, movies, and various occasions, which continue to "add bone and flesh" to these virtual images. Moreover, in this process, people have been with games, stories, difficulties, plots and so on according to the creator's stated goal, mood ups and downs. It has been doing art, interest, aesthetics, "game" to try, rather than do entertainment, do a good job, do sports such as traditional game ideas.