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 seemingly simple, irate birds have made Rovio a household name, impacting both players and the business world, and significantly contributing to Finland's reputation as a mobile game development hub, alongside studios like Supercell. This prompted an exploration of Rovio's inner workings.
This interview features Ben Mattes, who shares insights into the creation and evolution of the Angry Birds franchise.
On his role at Rovio: 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, primarily focusing on Angry Birds. As Creative Officer, he ensures the IP's future development remains consistent with its established characters, lore, and history, while leveraging existing and new products to achieve a cohesive vision for the next 15 years.
On Angry Birds' creative approach: Mattes describes Angry Birds as accessible yet complex, cute yet capable of addressing serious themes like inclusion and gender diversity. Its appeal spans generations, attracting children with its cartoonish style and adults with its challenging gameplay. This broad appeal has driven memorable partnerships and projects. The ongoing challenge is to honor this legacy while innovating with new game experiences that stay true to the core IP. The central conflict between the Angry Birds and the Pigs remains a constant.
On the pressure of working on such a significant franchise: Mattes acknowledges the immense responsibility, noting that Red, the Angry Birds mascot, is often considered 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 open nature of modern entertainment development, with immediate community feedback, adds pressure but also fosters engagement.
On the future of Angry Birds: Mattes highlights Sega's understanding of the transmedia value of established IPs. Rovio is focused on expanding the Angry Birds fanbase across all modern platforms. The upcoming Angry Birds Movie 3 is a key element of this strategy. Collaboration with producer John Cohen ensures the movie aligns with other projects, introducing new characters, themes, and storylines.
On the reasons for Angry Birds' success: Mattes attributes the success to its broad appeal, offering something for everyone. From being a first videogame for some to representing a pivotal moment in mobile technology for others, Angry Birds has created countless personal connections. The diverse ways fans engage with the IP – through games, merchandise, fan art, etc. – contribute to its enduring popularity.
Message to fans: Mattes expresses gratitude to the fans, emphasizing their crucial role in shaping the Angry Birds franchise. He assures them that future projects will continue to incorporate fan feedback and cater to what made them fall in love with Angry Birds in the first place.
