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Sega Sammy Holdings has agreed a deal to acquire Rovio, with Sega aiming to accelerate its mobile gaming capabilities while also acquiring a powerful IP in the world of entertainment
Tom Anstey | Planet Attractions | 20 Apr 2023
The Angry Birds IP is very popular within the visitor attractions sector
Rovio, owner of the popular Angry Birds IP has been purchased by Sega in a deal worth US$706m (€645.3m, £568.8m).
Sega Sammy Holdings has agreed a deal to acquire Rovio, with Sega aiming to accelerate its mobile gaming capabilities while also acquiring a powerful IP.
“I grew up playing Sonic the Hedgehog, captivated by its state-of-the-art design. Later, when I played Angry Birds for the first time, I knew that gaming had evolved into a true mainstream phenomenon, with the power to shape modern culture,” said Alexandre Pelletier-Normand, CEO of Rovio.
“Our mission is to ‘craft joy’ and we are thrilled at the idea of using our expertise and tools to bring even more joy to our players, enhancing and expanding Rovio’s and Sega’s vibrant IPs.”
As a brand Angry Birds has transcended mobile gaming, with the popular IP expanding into multiple entertainment streams, including visitor attractions.
Among its attractions outings, the brand has been utilised at Thorpe Park in the UK for a themed area including a 4D experience. Also in the UK, Sundown Adventureland features an Angry Birds attraction, while in the Canary Islands, Gran Canaria is home to the Angry Birds Activity Park. Qatar is home to Angry Birds World and the Kennedy Space Center in Florida offers the first fully-interactive Angry Birds attraction in the US. Finland also features a number of Angry Birds activity parks.
“I feel blessed to be able to announce such a transaction with Rovio, a company that owns Angry Birds, which is loved across the world,” said Sega Sammy president and group CEO Haruki Satomi.
“Historically, as represented by the Sonic the Hedgehog series, Sega has released countless video game titles to various gaming platforms. I am confident that, through the combination of both companies’ brands, characters, fanbase, as well as corporate culture and functionality, there will be significant synergies created going forward.”
The Sega-Rovio deal should close sometime between July and September, pending regulatory approval.
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