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Angry Birds to land in Shanghai

(China Daily)

09:44, October 19, 2011

SHANGHAI - Rovio Entertainment Ltd, the maker of the popular game Angry Birds, announced on Tuesday that it will open its first overseas operation in Shanghai, marking a clear step to further penetrate the Chinese market that has witnessed thriving business growth during the past year.

The move will help the Finnish company gain a greater share in the largely neglected feature phone (mobile devices that do not use an advanced operating system) sector and lay a solid foundation for future acquisition activities, said Peter Vesterbacka, chief marketing officer.

"Rovio chose Shanghai as the first location for an international office because of its unique position as one of the most creative and technologically advanced cities in the world, and also because Rovio wants to show its appreciation to Chinese fans by serving them even better locally," said Vesterbacka at the launch event.

The new operation, located in an animation center in Shanghai's Baoshan district, is set to be fully operational by the end of 2011 with some 20 staff members. It will be a multifunction operation, handling the research, marketing and sales of Angry Birds-related products.

The bird-slinging game has rapidly gained popularity in China, as it is characterized by simple game play and little commitment in terms of time, gearing towards a mass audience. Nearly 40 million people have downloaded the game in China.

Currently, Rovio has around 10 business partners in China, ranging from the telecommunications provider China Mobile Communications Corp to the social networking site and the search engine Baidu Inc.

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