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 unexpected popularity is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. These irate birds transformed Rovio into a household name, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, they propelled Finland to prominence in mobile game development. This interview aims to provide a behind-the-scenes look at Rovio'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 5 years. His roles have centered on Angry Birds, culminating in his current position as Creative Officer. He ensures the IP's future development remains consistent with its established characters, lore, and history, while also integrating existing and new products to achieve a unified vision for the next 15 years.
The Creative Approach to Angry Birds:
Angry Birds has always balanced accessibility with depth. Its colorful and cute aesthetic complements serious themes like inclusion and gender diversity. Appealing to children through its cartoon style, it also resonates with parents and grandparents who appreciate the strategic gameplay and satisfying results. This broad appeal has fueled successful partnerships and projects. The current challenge lies in honoring this legacy while innovating with new game experiences that remain true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.
Working on an Iconic Franchise:
The impact of Angry Birds extends beyond mobile gaming, influencing the broader entertainment landscape. Red, the Angry Birds mascot, is often considered the "face of mobile gaming," comparable to Mario for Nintendo. The team at Rovio understands the responsibility of upholding this legacy and creating new experiences that resonate with both longtime and new players. The nature of modern entertainment IP development, involving live service games, content platforms (YouTube, Instagram, TikTok), and social media (X), presents unique challenges. This "building in the open" approach, with immediate community feedback, adds pressure but also fosters engagement.
The Future of Angry Birds:
Sega recognizes the value of a well-established transmedia IP. Rovio is focused on expanding the Angry Birds fandom across all modern platforms. The upcoming Angry Birds Movie 3 (further updates soon) aims to introduce a new audience to the world of Angry Birds. The goal is to create a powerful, humorous, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures alignment with existing projects, introducing new characters, themes, and storylines.
The Secret to Angry Birds' Success:
Angry Birds' success stems from its diverse appeal. It has served as the first video game for some, while for others, it marked a pivotal moment in the evolution of mobile phones. The engaging Toons series and extensive merchandise have also contributed to its popularity. Millions of fans share diverse stories and engagement methods, highlighting the IP's broad appeal and ability to offer "something for everyone."
A Message to the Fans:
Mattes expresses gratitude to the fans for their unwavering support and creativity, acknowledging their role in shaping Angry Birds. He assures them that future projects, including the upcoming movie and new games, will continue to reflect their input and preferences. The team is committed to delivering experiences that resonate with what initially attracted and continues to engage the fanbase.
