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 journey.
Fifteen years since the launch of the first Angry Birds game, its unexpected popularity is undeniable. From its iOS and Android successes 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 franchise's history and future.
On Ben Mattes and 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. His current role as Creative Officer focuses on ensuring the Angry Birds IP remains consistent, respecting its characters, lore, and history. His goal is to unify existing and new products to achieve a cohesive vision for the franchise's next 15 years.
On 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. It appeals to both children and adults, offering both entertainment and a sense of accomplishment. This broad appeal has driven successful partnerships and projects. The challenge now is to honor this legacy while innovating and creating new game experiences that remain true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new narratives.
On the pressure of working on such an iconic franchise:
Mattes acknowledges the immense responsibility of working on an IP as significant as Angry Birds, recognized globally as a symbol of mobile gaming. The team understands the need to create new experiences that resonate with both longtime and new fans. The nature of modern entertainment, with live service games, content platforms (YouTube, Instagram, TikTok), and social media, presents unique challenges, essentially creating in a public forum and receiving immediate feedback. This adds pressure, but also fosters a strong connection with the community.
On the future of Angry Birds:
Sega's acquisition highlights the value of established IPs across various media. Rovio is committed to expanding Angry Birds' fanbase across all platforms. The upcoming Angry Birds Movie 3 is a key focus, aiming to introduce new audiences to the world of Angry Birds. The goal is to create a compelling, humorous, and heartfelt story, further enriching the world through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures alignment with existing projects, introducing new characters and storylines.
On the reasons for Angry Birds' success:
The franchise's success stems from its ability to resonate with diverse audiences. It has served as a first videogame experience for some, while for others, it represented a pivotal moment in the evolution of mobile technology. The breadth of engagement, from games and toys to cartoons and fan creations, creates a "something for everyone" approach that contributes to its enduring popularity.
Message to fans:
Mattes expresses gratitude to the fans for their unwavering support, emphasizing their crucial role in shaping the Angry Birds franchise. The team remains committed to listening to fan feedback and creating new experiences that cater to the diverse interests within the fandom. Future projects, including the upcoming movie and new games, aim to continue engaging the community and build upon the legacy of Angry Birds.
