Ex-Rovio Licensing Experts Launch 5th Wave Brands

5th Wave Brands builds the next mobile entertainment success stories in the entertainment licensing industry.

Helsinki, Finland — November 06, 2013 – Today former Rovio employees announce the launch of a new brand licensing agency, 5th Wave Brands. The company will focus on creating and executing global licensing programs for the next generation of mobile games and entertainment brands. The founders of the company are ex-Rovio Entertainment employees Heikki Laaninen, Khalid Bur, and Mari Turhanen. Rovio’s former SVP of Brand Marketing, Ville Heijari, joins 5thWave Brands as a board member.

Currently 5th Wave Brands represents globally three mobile game brands: Badland, this year’s Apple Design Award winning game created by Frogmind; Hill Climb Racing, the most downloaded racing game ever by Fingersoft; and Ruzzle, the number one casual word game on Android and iOS developed by MAG Interactive. Each of the games represents an industry leader in their respective category, with strong potential for growth and committed fan communities. The first licensing agreements have been signed, with more major partnerships to be announced soon.

“The mobile entertainment revolution is just in the beginning, and it will fundamentally change the way people consume entertainment. Mobile brands can instantly gain fans all over the world, which enables huge global licensing opportunities,” says Heikki Laaninen, Managing Director of 5th Wave Brands.

Licensing is growing in importance for mobile game developers as a marketing and branding activity to expand the visibility and longevity of the games and It can also be an important revenue stream. For example, licensing constitutes more than 40% of yearly revenue for Rovio, the creator of Angry Birds. 5th Wave Brands intends to make entering the licensing industry as easy as possible for brand owners, at any stage of their business.

“5th Wave Brands brings great value to mobile game developers. We see licensing as an important brand development tool, and this partnership provides us with all the relevant expertise while allowing us to concentrate on Badland game development,” says Johannes Vuorinen, CEO of Frogmind.

5th Wave Brands has successfully raised seed funding and the team is fully engaged in developing the business further. The team currently operates from Helsinki, Finland – the mobile gaming capital of the world – but naturally has its eyes on the global market. Mobile game brands are becoming more important for the licensing industry, and 5th Wave Brands is positioned in the forefront of this revolution by introducing the most promising new brands to the licensing industry.