Angry Birds

Corporate brand

Angry Birds is a Finnish cross-media entertainment brand created by Rovio Entertainment, best known for its mobile physics-based puzzle games and characters.

Last updated August 31, 2026

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Overview

Angry Birds is an entertainment brand created by Finnish game company Rovio Entertainment. Its central concept is a physics-based puzzle game featuring bird characters attacking green pigs by launching themselves from a slingshot. The first game was released for mobile devices in 2009 and gained broad popularity through simple controls, cartoon characters, short-form levels and a playful destruction mechanic. Rovio subsequently expanded the property through sequels, spin-off games, animated content, licensed merchandise and films, turning it from a mobile game into a cross-media character franchise. Its most recognizable elements include the red bird, green pigs, slingshot gameplay and exaggerated cartoon expressions. The brand has been marketed globally across mobile entertainment and licensing channels. In 2023, Sega Sammy Holdings acquired Rovio, bringing Angry Birds into Sega Sammy’s entertainment portfolio.

History

Angry Birds was developed by Finnish company Rovio Entertainment. The first game bearing the name was released in 2009 and used a physics-based mechanic in which players launched birds from a slingshot to destroy structures and attack green pigs. Its accessible controls and short, repeatable levels suited mobile devices and helped the property spread rapidly in the smartphone game market. As its audience grew, Rovio added characters, levels and new mechanics, while also developing sequels and spin-offs. The property later expanded beyond games into animated shorts, television content, licensed merchandise and theatrical films, creating a character-led cross-media entertainment franchise. Its first theatrical animated film was released in 2016, followed by a sequel in 2019. In 2023, Sega Sammy Holdings completed its acquisition of Rovio Entertainment, making Angry Birds part of Sega Sammy’s game and entertainment intellectual-property portfolio.

2023
Rovio acquired by Sega Sammy
[2]Sega Sammy Holdings: Completion of acquisition of Rovio Entertainmentsegasammy.co.jp
Sega Sammy completed the acquisition of Rovio Entertainment, bringing Angry Birds into its entertainment business.
2016
First Angry Birds movie released
[3]Sony Pictures: The Angry Birds Moviesonypictures.com
The brand expanded from mobile games to theatrical animated films.
2009
First Angry Birds game released
[1]Rovio Entertainment: Angry Birdsrovio.com
Rovio released the first Angry Birds mobile game, establishing the core gameplay of slingshot launching, physics-based destruction, and bird-versus-pig conflict.

Products and positioning

A cartoonish mobile gaming and cross-media entertainment brand for mass and family audiences.

Mobile puzzle game · 2009
Angry Birds
The core game series uses a slingshot to launch birds with different abilities, relying on physics and structural destruction to defeat green pigs. Its level-based design, cartoon characters and accessible controls define the brand.
Animated film · 2016
The Angry Birds Movie
A theatrical animated film based on the Angry Birds characters and setting, expanding the game’s bird-versus-pig conflict into a feature-length story for family and general audiences.
Animated film · 2019
The Angry Birds Movie 2
The second theatrical animated film in the Angry Birds franchise, continuing its principal characters and expanding the relationship between the birds and pigs.

Controversies

2021
New Mexico sues Rovio over alleged child privacy violations
New Mexico’s attorney general filed a lawsuit against Rovio Entertainment, alleging that it knowingly collects and sells the personal data of children under 13. The suit claims that Rovio’s practices violate state privacy laws and the federal Children’s Online Privacy Protection Act; these are allegations in the filing.
Source

2023
Integrating Angry Birds brand through acquisition of RovioM&A
Background
Sega Sammy sought to expand its global mobile gaming and entertainment IP portfolio.
Action taken
Sega Sammy completed the acquisition of Rovio Entertainment, bringing Angry Birds under its umbrella.
Aftermath
The brand became part of Sega Sammy's entertainment business.
Source

Recent events

2023
Sega Sammy completes acquisition of Rovio Entertainment[2]Sega Sammy Holdings: Completion of acquisition of Rovio Entertainmentsegasammy.co.jp
M&A
Sega Sammy完成对Rovio的收购，Angry Birds随Rovio并入其娱乐业务体系。
2023
Rovio is acquired by Sega Sammy[5]Rovio is acquired by Sega Sammyign.com
M&A
Sega Sammy completed its acquisition of Rovio, bringing the Angry Birds owner into Sega's corporate group.
2019
The Angry Birds Movie 2 is released[6]The Angry Birds Movie 2 is releasedzh.wikipedia.org
Product launch
A theatrical sequel continued the franchise’s expansion into animated film.
2019
Rovio reports a shift toward in-app purchases and advertising[7]Rovio reports a shift toward in-app purchases and advertisingjiemian.com
Other
Reported game revenue was led by in-app purchases, with advertising also contributing, while brand-licensing revenue declined year over year.
2017
Rovio announces Angry Birds IPO[8]Rovio announces Angry Birds IPOvariety.com
Other
Rovio announced plans for a Nasdaq Helsinki offering intended to raise capital and provide flexibility for growth and possible acquisitions.
2017
Rovio lists at an approximately €896 million valuation[9]Rovio lists at an approximately €896 million valuationreuters.com
Other
Rovio priced its initial public offering at €11.50 per share, with the reported pre-debut market value near €896 million.
2017
Rovio lists on Nasdaq Helsinki[10]Rovio lists on Nasdaq Helsinkit.qianzhan.com
Other
Rovio Entertainment pursued a Finnish stock-market listing as the company sought to build a wider games and entertainment business around Angry Birds.
2017
Rovio reports pressure from user-acquisition spending[11]Rovio reports pressure from user-acquisition spendingzaobao.com.sg
Pricing · Other
Rovio’s third-quarter results included a loss after increased user-acquisition costs and marketing spending for Angry Birds Match, highlighting the volatility of mobile-game economics.
2016
The Angry Birds Movie reaches cinemas[6]The Angry Birds Movie 2 is releasedzh.wikipedia.org
Product launch · Campaign
The franchise expanded into theatrical animation with a feature film centered on Red, Chuck, Bomb and the pigs.
2012
Angry Birds Space introduces altered physics[12]Angry Birds Space introduces altered physicszh.wikipedia.org
Product launch · Product generation
The space-themed game moved the franchise into orbital environments and added new mechanics based on gravity and trajectory.

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