Sega Integrates Rovio's Angry Birds Licensing into Transmedia Efforts

Sega’s Strategic Integration of Rovio’s Angry Birds

Sega Corporation, headquartered in Shinagawa, Tokyo, has announced a monumental move to reinforce its global licensing strategy by merging Rovio Entertainment’s popular mobile game franchise, Angry Birds, into its Transmedia business. This integration is set to take effect starting January 2026, aiming to create a more robust and responsive licensing framework that will enhance the reach and impact of the Angry Birds brand worldwide.

The decision to integrate Rovio’s licensing operations means that consumer products related to the Angry Birds IP and location-based entertainment (LBE) will be aligned under a unified roadmap led by Sega’s Transmedia division. This collaboration allows both Sega and Rovio to directly promote their licensing business on a global scale, capitalizing on each other's strengths and capabilities.

Comments from Sega and Rovio Leadership

Justin Scalpone, Sega’s Executive Officer and Head of the Transmedia Business Division, expressed enthusiasm about the partnership, stating, "We are thrilled to embark on this new journey together to expand the value of the Angry Birds IP. By fully integrating this brand into Sega’s global licensing framework, we can maximize the potential of both companies and enable Angry Birds to soar even higher, reaching more partners and fans around the world."

Echoing Scalpone's sentiments, Hanna Valkeapää-Nokkala, Vice President of Transmedia at Rovio, commented on the numerous opportunities this partnership will create. She said, "I am very excited about the various opportunities this integration will bring. This collaboration will elevate the strategic value of the Angry Birds IP in our transmedia strategy. Together with Sega, we aim to deliver compelling experiences, products, and LBE to more Angry Birds fans through a diverse range of touchpoints."

Sega’s Vision for Transmedia Strategy

Sega has identified transmedia strategy as a crucial element of its business model, establishing a new Transmedia Division in April 2024. The company has a rich history of 65 years during which it has developed extensive IPs. By expanding these beyond the gaming world into various media and products, Sega aims to leverage its extensive knowledge to create valuable business opportunities for Rovio’s IP and simultaneously grow their combined fan base.

In addition to this integration, both companies explore the potential for synergistic growth and an expanded business horizon by developing new collaborative frameworks. This will enable a wider array of opportunities for creating engaging content and delivering diverse products under the Angry Birds brand, enhancing its global presence.

The Legacy of Angry Birds

The Angry Birds series, launched by Rovio in 2009, has grown to become a global phenomenon, surpassing 5 billion downloads by 2022. The game features simple yet highly engaging mechanics where players use a slingshot to launch a variety of colorful birds to destroy obstacles and defeat the enemy green pigs. The franchise has expanded into sequels, spin-offs, animations, and films, making it a pivotal player in the mobile gaming landscape.

About Rovio Entertainment

Rovio Entertainment is a mobile-first gaming company known for developing and publishing mobile games. The Angry Birds franchise is its most recognized brand, evolving from a successful game to a multi-faceted global brand that includes various entertainment avenues, merchandise, and licensing opportunities. In addition to the original game, Rovio produced the Angry Birds movies, with the first released in 2016 and a sequel in 2019. The company operates primarily out of its headquarters in Espoo, Finland, and became a subsidiary of Sega in 2023.

About Sega

Sega is a diverse entertainment company focused on developing, publishing, and operating games for home consoles, PCs, and smartphones. In addition to gaming, Sega also engages in digital services and develops character goods leveraging the expertise gained through its gaming division. With studios across Japan and internationally, Sega distributes game content to audiences worldwide, enhancing its global footprint.

For inquiries regarding Angry Birds licensing, please contact:

- NA/LATAM/EU Region: [email protected]
- APAC/Middle East Region: [email protected]

The names and products mentioned in this article are trademarks of their respective companies. The information contained in this document reflects conditions at the time of the announcement.

©SEGA ©Rovio Entertainment Ltd