Sega reveals why it spent $770 million to buy Angry Birds developer

According to ComicBook , last month, Sega revealed its intention to buy developer Rovio Entertainment in a deal worth €706 million, or about $772 million. Many fans found it confusing that Sega was acquiring a developer that was no longer at the peak of its popularity with the Angry Birds franchise.

During an investor Q&A, Sega president Sammy Haruki Satomi and vice president Koichi Fukazawa revealed that they hope Rovio's success will help Sega gain more success with the casual player segment.

"… Rovio's games have been very well received by casual gamers. They not only own Angry Birds but also have a studio that develops casual games, so they have strengths that our group does not have. After successfully completing the deal, we hope to be able to own the expertise and capabilities from Rovio."

SEGA wants Rovio to improve its casual games

While the mobile gaming market generates billions of dollars in revenue each year, the reality is that some major publishers have struggled to find success with their mobile titles. Rovio’s track record in that market clearly makes them an attractive proposition for Sega and shows the company’s dedication to the casual genre.

After the multi-million dollar acquisition, it will be interesting to see how Sega's casual game sales will change with the impact of Rovio. Sega already owns a lot of great brands, but many of them have not received much attention in the past few years. With Rovio fully under Sega's umbrella, the gaming industry could see a new strength from both companies.

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