SEGA Brings Angry Birds Licensing Under Its Global Transmedia Strategy Following Rovio Acquisition

SEGA and Rovio Entertainment have announced a major shift in how the Angry Birds brand will be managed worldwide. Going forward, all Angry Birds licensing activities will be unified under SEGA’s global transmedia licensing operations, marking another key step following SEGA’s acquisition of Rovio in 2023.

The move is designed to streamline and strengthen how Angry Birds is handled across consumer products, location-based entertainment, and other media. For SEGA, this mirrors the long-term transmedia strategy it has refined through Sonic the Hedgehog, where games, films, merchandise, and global licensing all reinforce one another under a unified vision.

By bringing Angry Birds into SEGA’s established licensing framework, both companies aim to expand the brand’s global reach, improve consistency, and unlock new opportunities across key territories including the United States, the United Kingdom, and Japan. The new structure also allows SEGA and Rovio to pursue direct licensing relationships worldwide, supported by a network of regional licensing agents across Europe, the Middle East, Asia, Oceania, and Latin America.

Rovio has framed the integration as a direct boost to its transmedia ambitions. According to the company, aligning more closely with SEGA’s global operations makes it easier to deliver coordinated experiences, products, and events tied to Angry Birds across multiple platforms and regions.

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.

Hanna Valkeapää-Nokkala, Rovio VP of Transmedia.

From SEGA’s perspective, the move reinforces its broader strategy of treating major IP as long-term, cross-media brands rather than standalone game properties. That approach has already paid off for Sonic through films, series, merchandise, and global partnerships, and SEGA sees similar long-term potential in Angry Birds as it enters its next phase.

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.

Justin Scarpone, SEGA EVP, Global Head of Transmedia.

The timing is notable, with The Angry Birds Movie 3 scheduled for release in December 2026. With licensing now fully integrated into SEGA’s transmedia pipeline, the upcoming film is positioned as a major global brand moment, supported by coordinated merchandising and promotional efforts worldwide.

Stay tuned to Sonic City for more updates on SEGA’s transmedia strategy, licensing news, and how these moves could shape future Sonic and SEGA cross-brand initiatives.