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 after the original Angry Birds game launched, its unexpected popularity is undeniable. From its iOS and Android success to merchandise, films, and its role in a significant acquisition by Sega, the franchise's impact is immense. Angry Birds has made Rovio a household name, significantly impacting both players and the business world, and boosting Finland's standing in mobile game development alongside companies like Supercell. This interview aims to provide a behind-the-scenes look at the franchise's 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 five years. His roles have centered on Angry Birds, and for over a year, he's served as Creative Officer. His focus is on maintaining the IP's coherence, respecting its characters, lore, and history, while ensuring synergy across all products to achieve a unified vision for the next 15 years.
Angry Birds' Creative Approach:
Angry Birds has always balanced accessibility with depth, combining colorful, cute visuals with serious themes like inclusion and gender diversity. This broad appeal, attracting both children and adults, has driven memorable partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences that remain true to the core IP pillars – the ongoing conflict between the Angry Birds and the Pigs.
Facing the Challenge of a Major Franchise:
Mattes acknowledges the immense responsibility of working on such a significant franchise, noting that Angry Birds' Red is considered by many to be the "face of mobile gaming." The team understands the need to create new experiences that resonate with both longtime and new players. The nature of modern entertainment, involving live service games, content platforms (YouTube, Instagram, TikTok), and social media, presents a unique challenge of "building in the open," constantly receiving community feedback.
The Future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on growing the Angry Birds fanbase across all platforms. They're excited about Angry Birds Movie 3 (with more updates promised) and aim to introduce the world of Angry Birds to new audiences with a powerful, humorous, and heartfelt story. Collaboration with producer John Cohen ensures alignment between the film and other projects.
Reasons for Angry Birds' Success:
Angry Birds' success stems from its broad appeal, offering something for everyone. It's been the first videogame for some, a revelation of mobile phone capabilities for others, and a source of inspiration and collectible merchandise for many more. Millions of fans share diverse experiences and connections to the IP, its characters, world, and core gameplay.
Message to Fans:
Mattes expresses gratitude to the fans, acknowledging their passion and contributions to the franchise's success. He assures fans that with the upcoming movie, new games, and other projects, Rovio will continue to listen and create experiences that honor what made Angry Birds so beloved.
