It might not appear to be it, nevertheless it’s been simply over a year since Sega acquired Rovio in a deal value €706 million.
Now a subsidiary of Sega’s Europe division, the Finnish-based Rovio has spent the previous 12 months integrating into Sega and offering instruments and help in increasing the Japanese agency’s capabilities on cellular. These efforts will culminate in the launch of its battle royale title Sonic Rumble this winter.
GamesIndustry.biz caught up with Rovio’s vp of technique Timo Rahkonen at this year’s Gamescom, who mentioned the place the partnership stands a year after the acquisition and what the business can count on from the two corporations.
Trying again to final April, Rahkonen notes that there was a “lengthy course of” earlier than the acquisition, which gave Rovio the time to look into how Sega runs as an organization, the precise scale of its enterprise, and the IP and sport portfolios it has – and whether or not it was the proper match.
“There have been so many issues that we weren’t conscious of, and one thing that has been actually thrilling to listen to is what sort of issues they’ve finished and the cool initiatives they’re planning on doing,” he says.
“Everybody has some type of impression of Sega, however as a result of we have had the probability to work collectively for a year we’re able the place we’ve actually discovered what sort of firm Sega is, and what sort of firm Rovio is.”
As for Rovio’s expertise of integrating with Sega over the previous year, Rahkonen explains how they’ve needed to adapt culturally.
“There are variations between a Japanese-owned firm in comparison with us. However I believe it is good that they’ve expertise working with totally different studios in several places as a result of they’ve a presence throughout Europe, so that they’re used to working internationally.
“After all you’ll want to spend time to know what sort of processes you’ve and values, as there are undoubtedly some variations. On the different hand, we additionally attempt to respect one another and be taught. I’d say we’re extra easy in issues, that is a really Finnish factor to do. We’re not gross sales folks, we’re an engineering nation and we’re form of shy however very open and clear in how we function and I believe that is one thing that [Sega] worth rather a lot.”
Rahkonen describes Rovio’s place at Sega as “somewhat impartial” in that it has its personal technique and funds.
“It isn’t that we’re fully remoted, however we function rather a lot with totally different Sega studios and video games. There are totally different stakeholders, Sega has a growth group in Tokyo, however then it additionally has a Sonic group primarily based in Burbank, California. We collaborate with the totally different groups as properly, and we report back to the Tokyo headquarters.
“It has been nice to have a extra direct relationship with the Sega executives as a result of in addition they need this acquisition to change into a really profitable one. That [direct connection] helps to hurry up issues, make choices sooner, and maximise all the alternatives.”
As for a way Rovio has been serving to Sega, its Beacon platform has been a serious help in streamlining growth. Beacon offers builders with entry to instruments that assist with publishing, updates, stay operations, and consumer acquisition.
Rahkonen means that Beacon is one thing that Sega “may utilise throughout all of its video games” in the future. For instance, he explains how the growth platform is being built-in into Sonic Rumble – a challenge that Rovio and Sega are engaged on collectively.
“It is good to know that Sega isn’t limiting us – all the things is about the enterprise alternative”
“The sport is developed in Japan, however Rovio is chargeable for the advertising, consumer acquisition, neighborhood and ‘go-to-market’ sort issues,” he explains.
“Sega has a extremely succesful group creating that, nevertheless it’s their first stay service cellular sport focused for Western audiences. So Rovio helps with how one can make the sport profitable, particularly in the US and different Western international locations as a result of these are the areas the place the Sonic model may be very widespread.”
Rahkonen additionally brings up the Japanese title Challenge Sekai Hatsune Miku, which Rovio helps to develop abroad for Western audiences and can also be integrating Beacon into. Nevertheless, Sonic is the high precedence for now.
“Sonic has been the foremost focus space as a result of it has an current presence, and Sega are investing rather a lot in the Sonic IP,” he says.
“We additionally recognized that whereas Sonic is a extremely widespread IP, it hasn’t been that profitable on cellular despite the fact that it’s totally profitable on PC and console.
“In case you take a look at the complete IP portfolio that the firm has, it’s totally broad. They’ve been creating [it for over] 4 a long time. And on cellular, which is what Rovio is specializing in, Sega hasn’t finished that a lot. So we are going to begin with Sonic, however in the future I believe there will probably be alternatives to work on different IPs as properly.”
Rahkonen emphasises that Sonic is the place to begin of this partnership. There are numerous different video games he’d prefer to see Rovio work on, mentioning IPs corresponding to Persona and Yakuza, however he says Rovio presently “does not have the capabilities” to work on these.
“These may be one thing that we both construct the capabilities for or purchase in one other method,” Rahkonen provides. “We all know consumer acquisition and the go-to market areas so we may [add some value there]. The problem is that there are such a lot of alternatives, so you’ll want to decide [wisely] as everybody has a restricted variety of groups to work with, so what are the most potential ones – what are the ones that may create enterprise but in addition create worth for the gamers as properly.”
Sonic might presently be the key focus, however Sega is greater than open for Rovio to work on different franchises in its portfolio.
“If you wish to create one thing new – it takes time. It’s worthwhile to construct the basis. That is what Rovio has been utilizing the first year to establish”
“It is good to know that Sega isn’t limiting us – all the things is about the enterprise alternative,” Rahkonen notes.
“After all, there must be help from the respective studio in managing that IP or model. Let’s examine how Rovio goes to help Sega, particularly in rising their presence on cellular as a result of that is one in every of the key targets for us, particularly in the Western world. Which means supporting Sega’s current video games, but in addition specializing in new video games that would change into a hit in the future.”
That is to not say that Rovio has dropped its personal franchises like Offended Birds. Rahkonen explains that broadening its IP onto PC and console was one in every of the foremost causes for the acquisition.
“Along with Sega, we’re planning the roadmap particularly for Offended Birds,” he says. “As in, what could be the finest strategy to develop and nurture the model, and the way may Sega assist with this? What sort of content material we may produce in the future corresponding to films and video games. That is the massive plan of what Rovio desires to do on this partnership.”
Rovio additionally has a number of new free-to-play cellular video games in growth.
“That is nonetheless the core space Rovio is specializing in,” Rahkonen provides. “That is the place Rovio has the inside capabilities, and has been working efficiently on for a number of years. [These projects] embody Offended Birds and likewise new IP video games with a extra informal focus, as a result of that is the form of space the place we’ve the finest expertise.”
At the moment, Rovio’s foremost challenge is Sonic Rumble, which is ready for launch this winter. It simply so occurs to coincide with the field workplace debut of Sonic the Hedgehog 3, in addition to the launch of Sonic X Shadow Generations this October.
This multiplatform, transmedia occasion is one thing that Rovio hopes to duplicate with Offended Birds, following the announcement of the third film in June.
“An actual launch date hasn’t been set for The Offended Birds Film 3, however hopefully it may well change into a giant transmedia occasion and programme the place you’ve several types of sport content material for gamers and shoppers to take pleasure in. We would like it to be a 360-experience which is one thing that is essential to us because it helps to develop the model, its longevity and storytelling.”
Transmedia is one in every of many features Rovio is specializing in inside its partnership with Sega, which Rahkonen emphasises that the two corporations have “solely simply scratched the floor” of.
“You all the time attempt to give attention to creating worth fairly shortly for shareholders throughout the first year, but in addition for gamers and shoppers due to their expectations of when new video games are coming,” he says. “The factor is, if you wish to create one thing new – it takes time. It’s worthwhile to construct the basis. That is what Rovio has been utilizing the first year to establish, then on high of that the subsequent 5 to 10 year plan.
“However we’ve time. Gaming remains to be rising, there are such a lot of gamers on the market. That is the begin of one thing the place Rovio and Sega can create so many cool issues for everybody.”