The worldwide licencing operations of Angry Birds will be folded into SEGA's transmedia framework and new international network of licencing agents, Rovio announced today, in an effort to tighten control of one of mobile gaming's most recognizable franchises.
Why it matters: The move will make it easier for SEGA and Rovio to scale the franchise beyond games and into consumer products and entertainment.
- In short, they're using the same playbook that helped turned Sonic the Hedgehog into a multifaceted cross-media brand.
The big picture: They're well aware that this year will be a big one for Angry Birds, with plans underway to drive new licencing partnerships and product launches ahead of the franchise's third film in December.
- "Angry Birds is [a property] cherished worldwide, and this marks an incredible opportunity to explore fresh, innovative avenues to propel the brand to unprecedented heights,” said SEGA transmedia head Justin Scarpone.
- Rovio transmedia vice-president Hanna Valkeapää-Nokkala added, "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."
Between the lines: In a public statement forwarded to Tails' Channel News, SEGA and Rovio said that they will directly pursue licencing details in markets like the United States, the United Kingdom, and Japan.
- Meanwhile, a suite of agents will support regional licencing commitments in what they call "key territories," like Europe, the Middle East, China, Southeast Asia, India, Latin and South America, Australia, and New Zealand.
- Try not breaking into song.
The bottom line: By consolidating licencing under one global framework, SEGA and Rovio are betting that Angry Birds will use its new-found leverage to become a prevalent global brand, just like Sonic.
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