Core Insights - The classic game IP "Angry Birds" has made a return to the Chinese market after nearly four years, being pre-installed on Xiaomi's new smartphone models 17 Pro and 17 Pro Max [1][3] - The return is facilitated by a collaboration between Kingsoft, SEGA, and Rovio, marking a significant step in promoting "Angry Birds" in mainland China [3] Group 1 - "Angry Birds" was developed and published by Rovio, gaining global popularity since its launch in 2009, with over 5 billion downloads by 2022, establishing it as a highly influential game IP [3] - The IP has expanded its content offerings beyond games, including animated series and feature films, creating a diversified content matrix [3] Group 2 - Kingsoft, as the authorized distributor for "Angry Birds" in mainland China, has extensive experience in game publishing and operations, having successfully launched popular titles such as "Bubble Pop" and "Goose Goose Duck" [3]

Core Viewpoint - The classic game IP "Angry Birds" is making a comeback in the Chinese market through a collaboration between Kingsoft Game, Sega, and Rovio, marking its return after nearly four years [1][3]. Group 1: Market Impact - "Angry Birds" has surpassed 5 billion downloads globally as of 2022, indicating its immense popularity and brand recognition [3]. - The reintroduction of "Angry Birds" in China is expected to further enhance its market influence, leveraging its existing loyal fan base [3]. Group 2: Strategic Collaboration - The partnership signifies a deepening of long-term strategic collaboration between Kingsoft Game and top international IP holders, focusing on localized operations and global IP management [3][4]. - Kingsoft Game aims to utilize its insights into Chinese player demands and its operational capabilities to drive the development of "Angry Birds" in the Chinese market [3]. Group 3: IP Strategy - Kingsoft Game views this collaboration as a significant step in its "IP strategy," aiming to create sustainable cultural assets through the introduction and operation of quality IPs [4]. - The company has prior experience in IP operations, having launched successful titles like "全民泡泡超人" and "猫咪和汤," aligning with its strategic direction [3].