This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a unique perspective.
Fifteen years since the first Angry Birds game launched, its phenomenal success is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, angry birds propelled Rovio to global recognition and significantly contributed to Finland's standing as a mobile game development hub, alongside studios like Supercell. This interview aims to explore the journey.
About Ben Mattes and his Role at Rovio:
Ben Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost 5 years. His focus, as Creative Officer for over a year, is maintaining the Angry Birds IP's coherence, respecting its characters, lore, and history. He aims to integrate existing and new products to achieve a unified vision for the franchise's next 15 years.
The Creative Approach to Angry Birds:
Angry Birds has always balanced accessibility with depth. Its vibrant visuals and charming characters address themes like inclusion and gender diversity, appealing to both children and adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has fostered numerous successful partnerships and projects. The ongoing challenge is to honor this legacy while innovating, creating new game experiences faithful to the IP's core principles, and continuing the central conflict between the birds and the pigs.
Joining a Legendary Franchise:
Mattes acknowledges the immense pressure of working on such a globally recognized franchise. Red, the Angry Birds mascot, is considered by many as the "face of mobile gaming." The team understands the responsibility to create new experiences that resonate with both longtime and new fans. The nature of modern entertainment, with its emphasis on live service games, content platforms (YouTube, Instagram, TikTok), and social media, means working in a highly visible, community-driven environment. This presents both challenges and opportunities.
The Future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding the Angry Birds fandom across all platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce new audiences to the world of Angry Birds. Collaboration with producer John Cohen emphasizes a shared understanding and love for the IP, ensuring new characters, themes, and storylines integrate seamlessly with other projects.
The Secret to Angry Birds' Success:
Angry Birds' success stems from its ability to resonate with diverse audiences in numerous ways. For some, it was their first videogame; for others, a revelation of their phone's potential beyond communication. The franchise's depth and charm, as seen in Angry Birds Toons and the extensive merchandise, have created millions of personal stories and engagement methods. This broad appeal, offering something for everyone, is the key to its enduring popularity.
A Message to the Fans:
Mattes expresses gratitude to the fans whose passion and creativity have shaped Angry Birds. The team is committed to listening to the community and creating new experiences that honor what made Angry Birds special while expanding the universe through new movies, games, and projects.
