SEGA vs TSUBURAYA FIELDS HOLDINGS

Rovio CEO outlines rebuild: focus on Angry Birds, Sonic, new projects

Rovio CEO Alexandre Pelletier-Normand, also Sega West COO, detailed the company's rebuild strategy after its $775m acquisition by Sega. The company is refocusing on its core IP, particularly Angry Birds and Sonic, and being more selective with new game launches. Rovio has laid off 36 staff, closed its Copenhagen office, and cancelled Sonic Blitz, following a $200m write-down by Sega. The company is also exploring direct-to-consumer webstores to mitigate app store fees, which Pelletier-Normand argues Apple and Google are not earning. Rovio is moving resources from Bloom City Match to Angry Birds Match and partnering externally for games like Angry Birds Rush. The company is also investigating new Sonic mobile games beyond runners, acknowledging the struggles of Sonic Rumble Party.

• Sega acquired Rovio for $775m, which was later deemed to have not created 'economic value'.
• Rovio laid off 36 staff in October 2025 due to Angry Birds Dream Blast underperformance.
• Sega wrote down Rovio's value by approximately $200m in February 2026.

Rovio's Miljas on Nordic Games Marketing

Wille Miljas, Rovio's new Angry Birds 2 marketing lead, discusses the Nordic games industry's transformation. He argues that high-quality games alone are no longer sufficient; studios must proactively create consumer demand rather than relying on platform featuring. He emphasizes the growing role of influencers, the need to consider audience-building early in development, and the importance of cultural nuance in marketing. Miljas advocates for marketing to shape a game's appeal from the outset, not just at launch. He also highlights complementary strengths across Nordic countries and his focus on leveraging The Angry Birds Movie 3's momentum to grow Angry Birds 2.

• Wille Miljas moved from a central marketing role at Rovio to focus entirely on Angry Birds 2.
• Miljas previously worked at SEGA in Japan and Next Games in the US.
• Miljas argues that platform featuring can no longer be the primary marketing strategy.

Sega and Netflix expand transmedia strategy with Crazy Taxi film

Sega and Netflix have announced a new transmedia collaboration, starting with a feature film adaptation of Crazy Taxi, written by Dan Gregor and Doug Mand. The slate also includes a new animated Sonic series for pre-school audiences and a live-action film based on RGG Studio's Stranger Than Heaven. The projects aim to leverage different parts of Sega's gaming catalog across various genres and formats. Producing the Crazy Taxi film will be Neal H. Moritz, Toby Ascher, and Toru Nakahara, who have worked on the Sonic franchise. The collaboration marks a strategic move to expand Sega's intellectual properties into film and television, with potential implications for the advertising industry through new sponsorship and product placement opportunities.

• Sega and Netflix announced a collaboration to adapt Crazy Taxi into a feature film.
• Dan Gregor and Doug Mand will write the Crazy Taxi film.
• Producers Neal H. Moritz, Toby Ascher, and Toru Nakahara are attached to the project.

TSUBURAYA FIELDS HOLDINGS Announces New Pachi-Slot 'L Assault Lily' and Pachi-Slot 'e Godzilla vs Evangelion ~WIND BURST~' Launches

The company's consolidated subsidiary Fields Co., Ltd. announced the release of new pachislot machines 'L Assault Lily' on September 15, 2026, and 'e Godzilla vs Evangelion ~WIND BURST~' on September 1, 2026. Additionally, Tsuburaya Productions announced the opening of official shops 'ULTRAMAN STORE' in Ikebukuro and Umeda in 2026, and Fields announced a partnership with IG Port group for global merchandise development.