"Angry Birds" has become the country's innovative driving force

"Angry Birds" (Angry Birds) is not only the fire of birds and "green pig" You hide me hide, there are all kinds of colors of the pictures of birds with clothes, shoes. The bird's plush toys have sold up to 500 million dollars this year.

As Rovio's founder and chief marketing officer, Peter Westbacka Peter Vesterbacka to the Angry Birds. He gave the game to the world with his own flamboyant character.

In the April 2011, Peter entered the Time magazine 2011 hundred People list. At the same time, "Angry Birds" was also rated as the most popular social games of the year. Now, Angry Birds and Peter speak for each other, because they have a common dream, that is, let the birds become a new era of Disneyland.

Peter wore a red dress made in Vietnam in a high-profile appearance at the 2011 Global Mobile Internet Conference held by the Great Wall GWC in April 2011. He who is good at seizing the chance feels that wearing red is the best endorsement.

In this conference, Peter told Chinese fans, Rovio's dream-to do the virtual world of "Disney." He believes that Disney is a huge, with multiple entrances and exits of the cultural input, output device. To this dream, Peter was full of confidence, at that time, "Angry Birds," the global download volume more than 500 million times. Among the youth groups, the bird's brand awareness is also very wide.

A good player to create a conversation

Since 2009, after landing on the Apple app platform, the Angry bird has been soaring at a rocket-like rate, emerging from 400,000 of apps. This speed is much faster than a bird launching a "green pig". Since then, the birds have been out of the world.

At present, the bird's global download volume has exceeded 1 billion people. "Our next target is 1 billion downloads. Peter made no secret of Rovio's ambition.

In fact, thanks to Peter's joining, Angry Birds can develop quickly. Although he joined Rovio as chief market officer in 2010, as early as 2003, when Peter was at HP, he met the founder of Rovio, who was still in business. In this way, he went through the Rovio of the rise and fall, and he used his resources to help Rovio tide over the difficulties.

"From the age of 3 to 80, Angry Birds can play. "As soon as the right opportunity was met, Peter introduced the Angry Bird in this language."

Although he has been working for a big IT company like Hewlett-Packard, Peter has been focusing on the mobile internet since 2000, and he believes the mobile internet will one day prosper. He founded a group called my mobile Monday. Every Monday night, it organizes salon activities on mobile Internet. Peter will invite geek, entrepreneurs, analysts and investors in the industry to explore their own projects and share the industry's development. For the mobile internet, Peter has been following for ten years and is doing his best in this field.

Perhaps, for the mobile Internet, especially the game, Peter is heartily fond of. On Peter's business card, the name is even stamped "Mighty Eagle" (The Magic Eagle, the name of a character in the game), and does not see the position of its chief marketing officer.

Through years of market work, Peter has a wealth of market experience. An application in the early days of marketing, icons, game names, the image of the main role of the design is very critical. Peter has revealed that Rovio in the design of Angry Birds icon, found that the App store in the top dozens of of the application list, few applications use red as the main color. And red is warm, in the whole color is very eye-catching. So they decided to take the red bird as the icon, making it the protagonist of the game.

Since 2010, Rovio has been attaching great importance to the product experience. In a small team of only 40 Rovio, there was a time when 23 people were full-time responsible for replying to emails and messages on Twitter.

Peter once said, "the proportion of this investment is based on research and development-oriented companies can not match." "At the time, Rovio was a small company with little size and no money to advertise, and the interaction between email and Twitter was a low-cost and effective activity.

This year's 44-Year-old Peter is not only enthusiastic about the game, will also summon Rovio fans, create a number of topics. In Peter's organization, the bird's super players on the theme of the game site to publish their own customs clearance pictures, and write detailed customs strategy. And Peter will be involved, will ask the player "find the golden eggs?" "and" What's the hit? "And sometimes give some players pointers to Pleaes."

Not only that, but once the opportunity is right, Peter is also creating topics on forums and in the media. Once, a 5-Year-old boy drew a picture and made a pass to the Angry Birds, and later, Peter put the design into the corresponding gateway background and ordered the pass by the little boy's name.

"This will enable players to participate in a full mobilization of enthusiasm, but also for a game to maintain a continuous, updated source of creativity." "In this way, Peter will pull hundreds of millions of users into the game design, let the game and the players grow together."

Build Disney 2.0

Of all the world's mobile internet companies, there is no doubt that Rovio has been a big success. In 2011, Rovio's revenue was € 75.4 million, with a net profit of € 48 million. Such revenues and profits allow it to be valued at € 70. Revenue will be better this year, according to market expectations. Because of the bird's plush toys 2012-year sales are likely to reach 400 million U.S. dollars, from which Rovio received a share of income accounted for 30%. This means that this year, the Rovio revenue of € 150 million target is around the corner.

According to media reports, by the end of 2013, Rovio prepared an IPO, if successful IPO, then Rovio will be able to obtain more financing from the capital market to achieve their big dream.

In the planning of Peter and other people, Rovio future is not only a mobile phone company, not a gaming company, but will be an entertainment company, including games, movies, theme parks, plush toys and other products, Angry Birds will become the new Disney Company.

Peter's "Mind has a lot of ideas", which is directly reflected in the global aggressively cartoon "Rio adventure" and Rivio cooperation. Rivio's other executives are raving about the partnership.

November 2010, Fox plans to take a new animated cartoon "Rio Big Adventure." When the Fox Digital Entertainment vice President Andrew Starber found Rovio, both sides hit. Under the joint efforts of both sides, "Rio adventure" became the world's hottest movie of the 2012. When the movie is advertised, every place has a brand of Angry Birds, so many people mistakenly think that the big Adventure is their film.

This may be the "misunderstanding" that Peter deliberately made. "Rivio plans to publish comic books, shoot animated serials and movies. "In Peter's mind, Rivio will surround the birds and build a Disney 2.0."

To realize this dream, Peter is running around the world. In the open media, only China, he has been here several times in the past two years. At the end of 2011, at the TechCrunch conference in China, Peter and Evernote CEO Phil Libin, Instagram CEO Kevin Systrom came to China, not only personally feel the Chinese mobile internet hot and enthusiastic, but also to China to preach. At the conference he wore red clothes with red, angry bird images.

In 2012, he again borrowed GWC to come to China and said he would open 600 angry bird stores in China in the next 2-3 years. This dream is not far away. At present, in China, "Angry Bird" the game has been downloaded 150 million times.

The strong demand of 100 million Chinese fans has also produced a large number of "cottage", such as plush toys, cottage professional vocabulary. Seeing this phenomenon, Peter is not only angry, but also believes that this shows the strong demand in China's market, is anti-piracy help them to enter China, and completed the brand market bedding.