SEGA CORPORATION
Angry Birds Licensing Merges with SEGA's Global Operations, Introduces New International Agent Network
COMPANY
January 9, 2026 – Today, SEGA CORPORATION and Rovio announce a significant strategic evolution in the management of its globally celebrated Angry Birds brand licensing. The brand’s worldwide licensing activities will now be unified under SEGA’s transmedia licensing operations. This change is a natural next step following SEGA’s acquisition of Rovio in 2023 and signals a powerful joint commitment to the long-term growth and expansion of the Angry Birds universe.
The new arrangement introduces a consolidated, global strategy for both consumer products (CP) and location-based entertainment (LBE), and also allows for Rovio and SEGA to pursue direct licensing relationships worldwide.
Comment from Justin Scarpone, SEGA EVP, Global Head of Transmedia
Angry Birds is an IP cherished worldwide, and this marks an incredible opportunity to explore fresh, innovative avenues to propel the brand to unprecedented heights. By fully integrating Angry Birds into SEGA's global licensing framework, the combined strength of these organizations is poised to unlock the brand's true potential. Fans and partners can look forward to a renewed chapter for Angry Birds that's stronger, bolder, and more supported than ever before.
Comment from Hanna Valkeapää-Nokkala, Rovio VP of Transmedia
We are incredibly excited about the opportunities that come with uniting our licensing activities with SEGA. This contributes directly to our transmedia goals with the Angry Birds IP. Together, we are more capable of providing amazing experiences, products, and location-based entertainment to even more Angry Birds fans in more locations around the world, and across many different touchpoints.
SEGA is leveraging its own IP to accelerate the development and commercialization of its IP not only in games but also in various other media, thereby dramatically increasing the value of its IP. SEGA is positioning transmedia as an important strategy for providing new content to users around the world.
The integration directly supports the core goals of SEGA’s acquisition of Rovio, which aimed to rapidly expand both companies’ fanbases by sharing know-how and supporting the cross-platform expansion of Rovio’s IP using SEGA’s extensive capabilities. By joining forces, Rovio and SEGA are now positioned to uncover new synergies and reach more territories than ever before, leveraging SEGA’s successful 'recipe' for building brand longevity.
For inquiries regarding Angry Birds licensing opportunities, please feel free to contact the team using the email address provided below:
- NA/LATAM/EU - soalicensing@segaamerica.com
- APAC & The Middle East - soj_licensing_development@sega.com
Additional information can be found at www.rovio.com/licensing
About Rovio Entertainment
Rovio Entertainment Ltd. is a global mobile-first games company that creates, develops and publishes mobile games, which have been downloaded over 5 billion times. Rovio is best known for the global Angry Birds brand, which started as a popular mobile game in 2009, and has since evolved from games to various entertainment, animations and consumer products in brand licensing. In addition, Rovio has produced The Angry Birds Movie (2016), and its sequel, The Angry Birds Movie 2 was released in 2019. Most of the employees are based in Finland where Rovio is headquartered. Rovio was acquired by SEGA in 2023.
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© Rovio Entertainment Ltd
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