Corporate Social Responsibility
Rovio Entertainment Corporation is a Finnish, games-first entertainment company, that creates, develops and publishes mobile games and acts as a brand licensor in various entertainment and consumer product categories.
Rovio was founded in 2003 as a mobile game development studio. The Company is best known for the global Angry Birds brand, which started from a popular mobile game in 2009. Today, the Company offers multiple mobile games, has produced The Angry Birds Movie and licenses the Angry Birds brand to consumer products and other entertainment content. Angry Birds is one of the most downloaded series of games of all time.
Rovio has two business units Games and Brand Licensing:
Games unit focuses on Free-to-Play (F2P) mobile games with mission to set the world on fire by enabling teams to craft the best mobile games. Our games portfolio consists of both Angry Birds and other IP games. Through licensing, Brand Licensing unit focuses on non-games areas to create other forms of entertainment experiences including consumer products, feature films, animated series, location based entertainment and books & comics.
The full-length feature film, The Angry Birds Movie, was released in May 2016. The sequel to the animated blockbuster movie is planned to hit cinemas in September 2019.
In July 2017, Rovio Entertainment employed 387 people globally, which of them 28% are female. Most of the Rovio employees are working in Espoo in game development, marketing, licencing or in support functions. Rovio has offices in Espoo-Finland (HQ), Stockholm-Sweden, Los Angeles-USA, Shanghai-China, and London-UK.
Why is CSR important for Rovio?
Doing good, giving back and thinking about the environment are important values for Rovio. Mobile gaming is the fastest growing area in the entire entertainment industry and clearly the fastest growing area in the gaming industry. We believe that while having fun and playing games, we all can contribute to the greater good and learn about the environment. Mobile games are a great channel for building awareness, making an impact and reaching millions and millions of people.
CSR is also important to all Rovians. Employee expectations are high, and having a meaningful workplace and doing the right thing while conducting business are important. With long-term partnerships and vision, we can avoid unexpected brand crises. With efficient coordination and focus on doing the right thing, we can save resources.
Company’s energy consumption
Personnel count has an impact on the company’s energy consumption. Almost all energy consumption at Rovio is related to daily office needs, such as heating, lighting, office machinery and water consumption. Rovio takes its environmental responsibilities seriously, recycling all waste produced in Rovio offices. We also save energy switching off all the lights during the night. Heating in the office is set at a steady temperature to save energy. As Rovio does not have any manufacturing operations, its energy consumption is fairly low. Rovio HQ moved to new premises in Espoo in February 2016. There are no specific numbers to share on the current office space energy consumption yet.
Rovio is a member of the COPPA organisation (The Children’s Online Privacy Protection Act) in the US, and we follow the rules of COPPA carefully in all our games. Rovio is also a member of the German Entertainment Software Self-Regulation Body (USK). Rovio does not collect personal information from players under 13 years old, but we do use device and technical information for analytics and to serve ads.
Licensees and consumer products
We are a relatively small company with wide global reach, which means we have to trust our partners and be able to manage them efficiently. Rovio currently has over 400 licensees globally manufacturing consumer products in a global scale. Our licensees have about 1,200 active factories in countries like China, India, Bangladesh, the US and Russia.
Supply chain responsibility
Rovio has a strict policy when monitoring human and labour rights including the safety of a factory. Each licensee must sign and comply with Rovio’s Code of Conduct and ensure that their manufacturers follow Rovio’s requirements. Rovio also requires environmental responsibility from its sub-contractors and their suppliers.
Rovio has a strict manufacturer approval process, and as part of that, we carry out social audits for factories located in high-risk countries to verify safety of working conditions as well as respect for human and labour rights. In 2016, 285 audits were conducted, most of them in China, Bangladesh, India, Pakistan*. Rovio is also asking licensees’ manufacturers in high-risk countries** to sign a Manufacturer Agreement to make sure the manufacturer acknowledges and commits to produce Rovio branded products in an ethical and responsible manner.
Rovio does not accept child labour or forced labour in any circumstances. Rovio requires that its suppliers follow the local regulations on minimum wages and working hours. Rovio monitors this regularly.
To make sure all Rovio products are safe for our consumers, we are asking each licence holder to comply with territory requirements and Rovio Product Requirements which are to minimise hazards from high risk product categories. Licensees are also requested to test their high-risk products to showcase safety, compliance with regulatory and Rovio’s requirements. Rovio follows all consumer complaints to ensure any issues with safety and quality can be addressed with prompt actions.
Rovio has several Angry Birds activity parks in countries like Finland, the UK, China, Malaysia, Spain, Russia and the latest park opening in Qatar in 2017.
For example, in Qatar, where the use of foreign workforce at construction sites is typical, Rovio monitors working conditions of the employees closely. The licensee is required to send Rovio a monthly report on working conditions at the construction site.
Examples of Rovio’s charity projects
With its global brand, Rovio has a huge opportunity to promote good causes (e.g. children’s rights & crisis aid).
Rovio is giving back to the community in many ways. Rovio games have been and are partnering with many large global charity and philanthropy organisations. For example, Angry Birds Friends has been partnering with WWF for several years already in projects such as Earth Hour and Tiger Day. For a few years now, Rovio has been taking part in the Apple driven campaign RED, supporting World’s AIDS day. Rovio campaigned together with the UN Foundation to build awareness for climate change in campaign #angrybirdshappyplanet. As part of the campaign, Red – leader of the Angry Birds and Rovio’s mascot – became the UN’s Honorary Ambassador for the International Day of Happiness on 18 March 2016.
Examples of Rovio CSR projects:
- Partnering with Red Cross to raise money for Nepal Crisis Aid
- Champions for Earth, campaign with Earth Day Network, UN Climate Convention & Angry Birds Friends
- Angry Birds Friends partnering with WWF for Earth Hour
- Red as an ambassador for fight against climate change – angrybirdshappyplanet.net
- Apple (RED) event for Worlds Aids Day
- Angry Birds Friends partners with WWF for Tiger Day
- War Child Charity: THE GAME
- Angry Birds Friends partners with WWF for Earth Hour
Rovio’s direct environmental impacts are insignificant, as we do not manufacture goods ourselves. Most significant environmental impacts are generated by games, cloud computing and physical products.
Rovio does not have any internal/public commitment to fight against climate change, but we are promoting the cause through committing to Paris Climate Act and UN Sustainable Development Goals.
Rovio is also supporting climate change with our own actions and through campaigns and partnerships. We also have carbon neutral office, green office-label and green cloud computing.
Given our size as a company our Human Rights and Product Safety management is performing well.
* source: BLU social audit data
**(high-risk countries list defined by Rovio’s internal process)