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Angry Birds' new challenge may be a bit steeper than knocking down a shoddy structure onto a few static pigs.
相比打垮一座摇摇晃晃的构造、砸死几头呆着不动的猪，《愤怒的小鸟》(Angry Birds)面临的新挑战恐怕要更加艰巨一些。
Rovio Entertainment Ltd., the Finnish game developer behind the Angry Birds franchise, is trying to grow from a mobile game company into a global brand and a big part is a full-on marketing blitz in China, which it says is its second-largest market after the U.S.Even though fake Angry Birds products abound in the country, Rovio ChinaGeneral Manager Paul Chen is undaunted.
《愤怒的小鸟》背后的芬兰游戏开发商Rovio Entertainment Ltd.正在努力从一家手机游戏公司成长为一个全球品牌，其中很大一部分工作就是在中国发动一场全面的营销战。据该公司说，中国是它仅次于美国的世界第二大市场。尽管假冒"愤怒的小鸟"产品在中国屡见不鲜，但Rovio中国区总经理陈博一(Paul Chen)没有丝毫胆怯。
Though Rovio has previously targeted the China market with specific initiatives, like a level designed around China's Mid-Autumn Festival, the company opened its office in Shanghai earlier this year and Mr. Chen said in an interview it will be rolling out a number of new programs in the coming 18 months.
Rovio之前也曾采取针对性的行动向中国市场发起进攻，比如设计了一个以中秋节为主题的关口。不过在今年早些时候，该公司设立了上海办事处，陈博一在接受采访时说，未来18个月公司将推出一系列新的项目。
The first of those is a new Angry Birds game designed for the China market ahead of the London Olympics this summer. Centered on a drum motif that elicits the opening ceremonies in the Beijing opening ceremony four years ago, users compete with others online to hit Chinese-style drums scattered throughout the levels.
首先是在今年夏季伦敦奥运会前夕针对中国市场设计一款新的《愤怒的小鸟》游戏。新游戏以鼓为主题，暗仿四年前北京奥运会的开幕式，用户和其他人联网比赛，击打散见于各关的中式鼓。
In an animation accompanying the game, a pack of Angry Birds characters join iconic Chinese Olympic athletes like badminton player Lin Dan and hurdler Liu Xiang as they reclaim a golden drum from the pigs, their recurring enemies in the game franchise.
在伴随游戏的一段动画里面，一群"愤怒的小鸟"跟着中国奥运明星运动员（如羽毛球手林丹、跨栏运动员刘翔）一起从猪群手中夺回一个金鼓。猪是《愤怒的小鸟》中反复出现的反面角色。
Then in July, the company will open its first two retail stores in Shanghai and Beijing, but Mr. Chen says the company will be opening several hundred stores across China over the next year and a half. As with many popular branded products in China, many items bearing counterfeit Angry Bird images and patterns are for sale in China.
然后在7月份，Rovio将在上海和北京开设头两家零售店，但陈博一表示未来一年半还会在中国各地开设几百家门店。跟许多受人欢迎的名牌产品在中国的遭遇一样，很多拥有"愤怒的小鸟"图像和造型的非授权商品在中国都可以买到。
But Mr. Chen said he believed once Chinese fans were given a chance to buy genuine Angry Bird products, they would.
但陈博一说，他相信，一旦中国粉丝有机会买到"愤怒的小鸟"正品，他们就会去购买。
"There's an educational process to say, OK, this is the official, this is the unofficial product. With the official you'll get exclusive designs, things others don't have, your friend who might have an unofficial T-shirt, they're not cool anymore because you have the latest official design," he said. "It's kind of like the way fashion works, where the uncool guy has last year's fall collection and you have this year's fall collection."
他说，这里有一个教育过程，比如这是官方产品，这是非官方产品，官方产品拥有独一无二的设计，这是其他产品没有的；你的朋友可能有一件非官方T恤，可他们再也没有那么潮了，因为你拥有最新的官方设计；这跟时装的运作方式差不多，落伍者拥有的是去年秋季流行的款式，而你拥有的是今年秋季流行的款式。
He added that the company also plans to include special levels and other game features that are linked to the purchase of official products, so those who buy the sometimes-misshapen fake Angry Bird stuffed animal will miss out on some of the perks offered to those who buy the real thing.
他说，公司还计划加入与购买官方产品相挂钩的特别关口和其他游戏功能，这样那些购买假冒"愤怒的小鸟"填充玩具（有时候做得很丑）的人就无法获得正品用户获得的一些好处。
Finally on Oct. 1, China's National Day, the company will be opening its first theme park in a city outside ofShanghai. The park, which will feature rides as well as a large interactive playground, will be the first of several locations opening in the next year and a half, Mr. Chen said.
最后在10月1日国庆节，Rovio将在上海附近的一个城市开放首家主题公园。这座公园将有兜风项目，还有一个巨大的互动游乐场。陈博一说，它将是接下来一年半开设的多座主题公园中的第一座。
