????證券公司W(wǎng)edbush的游戲分析師邁克爾?帕切爾指出,，《憤怒的小鳥》并不是游戲角色市場(chǎng)化的先行者,。“過去,，這種情況通常發(fā)生在由游戲改編而成的電影身上,，例如《生化危機(jī)》（Resident Evil）?！辈贿^帕切爾所說的是傳統(tǒng)電子游戲,，所以史無前例的iPhone熱門游戲《憤怒的小鳥》風(fēng)靡整個(gè)應(yīng)用程序世界、成為婦孺皆知的游戲形象后,，我們將其當(dāng)作這一市場(chǎng)的拓荒者也就不足為奇了,。（電影公司與角色市場(chǎng)化的關(guān)系歷史悠久，通過授權(quán),，他們能從中攫取大量利潤(rùn),。）
????大型游戲開發(fā)者網(wǎng)站Gamasutra的編輯利?亞歷山大一語中的，稱《憤怒的小鳥》是新潮流的引領(lǐng)者,?！拔艺J(rèn)為他們（ZeptoLab）一定是注意到了《憤怒的小鳥》的表現(xiàn)，然后開始思索：‘我們?nèi)绾螖U(kuò)大這一品牌在眾多媒體的影響力,？’我預(yù)計(jì)今后大部分游戲在設(shè)計(jì)的時(shí)候可能都會(huì)抱有這樣一種想法：制作一個(gè)形象鮮明的角色,，將其打造成大眾名人?！陡罾K子》的游戲角色設(shè)計(jì)得非常細(xì)致,，經(jīng)過了深思熟慮，因?yàn)閆eptoLab的目的就是要打造一個(gè)長(zhǎng)盛不衰的角色,?！?/p>
????將Om Nom用到服裝、玩具,、商品以及其他許多游戲之外的東西上,，ZeptoLab可能使Om Nom存在曝光過度的風(fēng)險(xiǎn)。帕切特認(rèn)為,，《割繩子》現(xiàn)在尚不存在該風(fēng)險(xiǎn),，但他稱：“憤怒的小鳥的確存在該風(fēng)險(xiǎn)。他們出現(xiàn)在滑稽廣告中,，他們?cè)谝徊棵麨槔锛s的電影里亮相——他們無處不在,。而Om Nom并非如此,。”與此同時(shí),，亞歷山大表示,，那些可想而知會(huì)被Om Nom泛濫成災(zāi)惹惱的人可能不會(huì)在乎?！罢嬲嬗螒虻娜瞬粫?huì)被主流商品影響,，”她說?！岸V迷于這類應(yīng)用的人則會(huì)買賬,。主流觀眾喜歡垃圾。想想吧,，那么多人在萬圣節(jié)扮作了憤怒的小鳥,。
????當(dāng)被問及他們已經(jīng)開始的進(jìn)程是否借鑒了《憤怒的小鳥》，利亞林十分謹(jǐn)慎,。 “不完全是,，”他說?！斑@種東西,，并非所有手機(jī)游戲都是一個(gè)套路。每款游戲都不盡相同,。人們一直在跟我們講：“嘿,，為什么你們不干脆學(xué)學(xué)憤怒的小鳥？但我們?yōu)槭裁匆龈麄兺耆嗤漠a(chǎn)品,？我們的品牌不同,。”沒錯(cuò),，他們品牌不同,，游戲也不同。但看起來他們建立的很多合作關(guān)系都是相似的,。事實(shí)可能會(huì)證明,，此舉相當(dāng)明智,。
????譯者：項(xiàng)航 |
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????Michael Pachter, a gaming analyst with Wedbush, points out that Angry Birds didn't invent the idea of marketing a game character: "Traditionally you see it most when they make a movie out of a game, like Resident Evil," he says. But that was a console game, and it's difficult not to think of Angry Birds -- still the most popular iPhone app ever -- as the originator when it comes to app-specific games and recognizable in-game characters. (Movie studios have also had a long, lucrative relationship with characters that could be turned into licensing cash machines.)
????Indeed, Leigh Alexander, Editor-at-large of game-developer web site Gamasutra, points directly to Angry Birds as the leader of a new trend. "I do think they [ZeptoLab] saw what Angry Birds was doing and thought, 'How can we leverage this brand across different media?' And I expect most games will now be designed with a view toward making an iconic character that can be made into a figure. That Cut the Rope character was developed very carefully and in a calculated way, with the intention of marketing it in the long term."
????By splashing Om Nom onto clothing, toys, merchandise, and many other things that are not games, the company may risk overexposure. Pachter doesn't believe Cut the Rope runs that risk yet, but says, "Angry Birds does. They're in pistachio ads, they had a Rio version with a movie—they're every place. These guys aren't." Alexander, meanwhile, says that the people who could conceivably be annoyed by seeing the character everywhere likely just won't care. "The people who play games seriously aren't going to be affected by mainstream merchandise," she says, "while the kind of people who get obsessed with such apps, they'll go for it. Mainstream audiences love garbage. Think of all the people who went as an Angry Bird for Halloween."
????Asked about whether Angry Birds has been a model for the process they've begun, Lyalin is cagey. "Yes and no," he says. "This stuff, it's not just like all mobile games do the same. Each one is different. And people tell us all the time, 'Oh, hey, why don't you just do what Angry Birds did,' but why would we do the exact same products as those guys did? We have a different brand." Indeed, they have a different brand and a different game. But it sure looks like many of the partnerships they're making are similar. And that might prove very wise. |
