Sega Sammy, the gaming agency behind Sonic the Hedgehog, has agreed a deal to purchase rival Rovio Entertainment - finest recognized for Angry Birds.

The pair confirmed that the Japanese agency would pay €706m (£625m) for Rovio simply days after takeover talks had been revealed.

The acquisition comes as Sega seeks to speed up its development within the world gaming market.

Rovio is a mobile-first video games firm that creates, develops and publishes cellular video games.

Angry Birds, the place wingless birds are fired by slingshot to destroy thieving pigs, is its essential earner.

The franchise was latterly expanded into motion pictures.

Haruki Satomi, president and chief govt of Sega Sammy, stated: "Among the rapidly growing global gaming market, the mobile gaming market has especially high potential, and it has been Sega's long-term goal to accelerate its expansion in this field.

"I really feel blessed to have the ability to announce such a transaction with Rovio, an organization that owns Angry Birds, which is cherished the world over, and residential to many expert staff that help the corporate's trade main cellular recreation growth and working capabilities."

Alexandre Pelletier-Normand, chief executive of Rovio, added: "I grew up enjoying Sonic the Hedgehog, captivated by its state-of-the-art design.

"Later, when I played Angry Birds for the first time, I knew that gaming had evolved into a true mainstream phenomenon, with the power to shape modern culture.

"Joining Rovio has been an honour and I'm proud to have seen Angry Birds proceed to develop, as we launched new video games, sequence and movies.

"Our mission is to 'craft joy' and we are thrilled at the idea of using our expertise and tools to bring even more joy to our players, enhancing and expanding Rovio's and Sega's vibrant IPs."

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The deal is topic to shareholder and regulatory approval.

It was introduced in opposition to the backdrop of an easing in competitors issues regarding the most important takeover the gaming sector has ever seen.

Britain's competitors watchdog revealed final month it had provisionally dropped issues that Microsoft's proposed takeover of Activision Blizzard would harm the UK console gaming market.

The Competition and Markets Authority had beforehand warned that the £56.7bn deal might end in greater costs, fewer decisions or much less innovation for UK avid gamers.

Content Source: information.sky.com