This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, behind-the-scenes insights have been limited. This interview with Rovio's Creative Officer, Ben Mattes, offers a glimpse into the franchise's remarkable success.
Fifteen years since the launch of the first Angry Birds game, its popularity has far exceeded initial expectations. From its iOS and Android success to merchandise, films, and its role in a significant acquisition by Sega, Angry Birds has transformed Rovio into a household name, impacting both players and the business world. It has also significantly contributed to Finland's reputation as a mobile game development hub, alongside studios like Supercell. This interview aims to explore the story behind this iconic franchise.
About Ben Mattes and his Role at Rovio:
Ben Mattes, with nearly 24 years in game development (including roles 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 ensuring the Angry Birds IP's future development remains consistent with its established characters, lore, and history. He aims to synergize 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, combining colorful visuals with engaging themes like inclusion and gender diversity. Its appeal spans generations, attracting children with its cartoonish style and adults with its strategic gameplay and sense of accomplishment. This broad appeal has fueled successful partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences that remain true to the core IP. The enduring conflict between the Angry Birds and the Pigs remains central to new storylines.
Facing the Challenge of a Major Franchise:
Mattes acknowledges the immense responsibility of working on such a significant franchise, describing Red as the "face of mobile gaming." The team is acutely aware of the need to create new experiences that resonate with both longtime and new fans. The nature of modern entertainment, with its live-service games, content platforms (YouTube, Instagram, TikTok), and social media presence (X), presents a unique challenge – "building in the open" and receiving immediate community feedback. This creates pressure but also fosters a collaborative environment.
The Future of Angry Birds:
Sega's acquisition highlights the value of a well-established transmedia IP. Rovio is committed to expanding Angry Birds' reach across all platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce the franchise to a new generation. Collaboration with John Cohen and his team ensures the film aligns with other projects, introducing new characters and storylines.
The Secret to Angry Birds' Success:
The enduring appeal of Angry Birds stems from its ability to connect with a diverse audience on multiple levels. From being a first videogame experience for some to a symbol of the evolving capabilities of mobile phones for others, Angry Birds has created countless personal narratives. Its success lies in offering "something for everyone," a breadth of engagement that many franchises aspire to.
A Message to the Fans:
Mattes expresses gratitude to the fans whose passion and engagement have shaped the Angry Birds universe. He emphasizes the ongoing commitment to listening to fan feedback and creating new experiences that resonate with the community, promising something for everyone who has been a part of the Angry Birds journey.
