Rovio uses Sonic character to help new host Sega break into the western mobile games market

Sonic Rumble mobile game is the first collaboration between Sega and Rovio. The game is already available for download in Finland, but the main market, the United States, will not be available until later.

The mobile games market has been quiet in recent years.

More than a decade of growth stalled three years ago, and new blockbusters have not been created at the same pace as before. At the same time, competition for people’s time has intensified, particularly in the popularity of mobile gaming.

– The market has clearly matured. Now we are talking about maybe an increase of inflation, or a few percent,” Rahkonen says.

At the same time, Rahkonen points out that the phone is by far the most popular game platform. There are about three billion mobile players and potential players in the world, so there are even more phone owners.

The opportunities are huge, but competition for the time is fierce.

Rovio brings Sonic to the Western mobile games market

Rovio has been a subsidiary of Japanese video game giant Sega for a year and a half. In the summer of 2023, Sega bought Rovio for well over EUR 700 million.

According to Rahkonen, Rovio’s most important task under Sega is to help the company break into the Western mobile game market.

– Sega has made mobile games for years, but they have clearly been more focused on the domestic market, Japan, where they have had very successful games.

Success in the domestic market has not been successful in Europe or the United States. This situation is to be corrected by Rovio.

The first task of Rovio is the legendary Sega character Sonic’s importing on Western mobile players’ phones.

\”Just the same way we have been able to do for Angry Birds, so we want to do for Sonic now,\” Rahkonen says.

Sonic fans’ opinions are listened to carefully

The Sonic Rumble mobile game developed in Japan was limited at the turn of the year, including Canada, the UK and Finland. The main market, the United States, is still waiting.

– Now we want more players and through it to get more data to analyze and develop the game forward, Rahkonen describes.

He points out that Sonic has a passionate user base whose wishes want to listen to with a sensitive ear.

– We strive to make sure we are making the right product, which is also really in demand.

Once certain goals have been achieved, the game is launched globally. If the goals are not achieved, the game may be left without official publication.

However, Sonic Rumble is already in a long time, Rahkonen explains.

Rovio has access to Sega’s extensive portfolio

Rovio has not participated in the development of the Sonic game, but is responsible for the launch and marketing of the game in the United States and Europe.

At some point, however, Rovio is also allowed to expect a new game.

According to Rahkonen, it is now planned in Espoo what the company wants to do in the next ten years. It is clear that there are plans to strengthen the Angry Birds brand. One way could be to bring a series of games to other platforms.

\”This is where Sega has strong knowledge,\” Rahkonen says.

He also points out that a Finnish company has access to Sega Portfolio. There are Yakuza, Super Monkey Ball and Persona series.

Rovio believes that the best way to stand out in the market is to rely on a well -known brand.

– If we say we want to make a game for Sonic, we have the opportunity to do it, Rahkonen says.

Have such negotiations have already started?

– It may be that something may be coming. Let’s see it then, Rahkonen laughs.