Celebrating one year together with Sega.

It has been over a year since Rovio joined Sega, and that year has been alive with possibilities – some of which have manifested in the form of a massive crossover event between Angry Birds and Sonic the Hedgehog games, the announcement of our first new game created in collaboration (Sonic Rumble), and some that have yet to be revealed. As we embark on the second year under the Sega banner, we took a moment to celebrate the previous year and to look forward to our future and our shared mission together. Enjoying a few games and Japanese snacks doesn’t hurt either.

At Rovio’s Finland HQ, we hosted a few talks by special guests to learn more about Japanese business culture and the unique Japanese market. In one of our talks, Leo Inayama, Assistant Integration Manager, enlightened us about Japanese business communication and etiquette, shedding light on cultural nuances like bowing, naming conventions, business card exchange, and even seating protocols. Did you know that there is etiquette for who sits where, not only in business meetings and formal events, but also in taxis, and even the elevator?!

Shuhei Watanabe, Product Marketer for Merge Mansion at Metacore, joined the event to share insights into Metacore’s approach to Japan in Merge Mansion, including their marketing activities and live operations. He emphasized the significance of cultural inclusion in marketing, game development, and ensuring local authenticity while respecting cultural sensitivities.

We were also happy to host some top brass from Sega for a fireside chat with Rovio CEO Alex Pelletier-Normand, as we welcomed the President and COO of Sega (Japan), who in fact, is only one person – Shuji Utsumi. Shuji reflected on the past year, speaking about Sega’s mission and values and Rovio’s place within the larger company. After talking at our HQ, he also took the time to visit our Stockholm and Copenhagen studios.

To conclude the week’s festivities, an in-office matsuri (a Japanese festival) was held, immersing attendees in some vibrant festival ambience. The atmosphere was filled with excitement as Japanese treats tantalized taste buds, and carnival games provided a fun and captivating experience. This event served as a fitting finale to a week filled with engaging activities, and insightful presentations and discussions.

This week-long celebration marked a significant milestone in the partnership between Rovio and Sega. By delving into Japanese business culture, learning from industry experts, and coming together for a festive celebration, the Rovio team strengthened their bond and renewed their commitment to working towards a shared vision. As Rovio embarks on its second year with Sega, we look forward to continued collaboration, creativity, and success in the years to come that builds on the strong foundation already established with in-game crossovers and collaboration on new titles.