This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with significant fanfare. However, until now, behind-the-scenes insights have been limited. 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 franchise's impact is vast. Angry Birds transformed Rovio into a household name, significantly impacting both players and the business world. Furthermore, it contributed to Finland's recognition as a mobile game development hub, alongside studios like Supercell. This interview aims to provide a behind-the-scenes look at the creation and evolution of the Angry Birds phenomenon.
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, primarily on Angry Birds as Creative Officer for over a year, ensures the franchise's future development remains consistent with its established characters, lore, and history. His goal is to unify existing and new products to achieve a cohesive 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 contrasts with 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 physics. This broad appeal has driven memorable partnerships and projects. The current challenge lies in honoring this legacy while introducing innovative game experiences that remain true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new narratives.
Intimidation of Joining a Major Franchise:
Mattes acknowledges the immense significance of Angry Birds, not just in mobile gaming but across entertainment. Red, the franchise mascot, is widely recognized as a symbol of mobile gaming, comparable to Mario for Nintendo. The team understands the responsibility of upholding the IP's legacy and creating new experiences that resonate with both longtime and new players. The modern entertainment landscape, with its live service games, content platforms (YouTube, Instagram, TikTok), and social media presence (X), presents unique challenges. This "building in the open" approach, where immediate community feedback shapes development, adds pressure but also fosters engagement.
The Future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding the Angry Birds fanbase across all modern platforms. The upcoming Angry Birds Movie 3 (with further updates promised) aims to introduce a new audience to the world of Angry Birds. The goal is to inspire viewers with a powerful, humorous, and heartfelt story, expanding the world through games, merchandise, fan art, lore, and community engagement. Collaboration with producer John Cohen and his team emphasizes a shared understanding and love for the IP, leading to the introduction of new characters, themes, and storylines that integrate seamlessly with other projects.
Reasons for Angry Birds' Success:
Angry Birds' success stems from its broad appeal, offering something for everyone. The franchise has created millions of individual stories and diverse ways to engage with the IP, its characters, world, and core experiences. For some, it was their first video game; for others, it was a pivotal moment in the evolution of mobile technology. The depth and charm of Angry Birds Toons, along with the extensive merchandise, have contributed to its enduring popularity.
Message to Fans:
Mattes expresses gratitude to the fans whose passion and engagement have shaped Angry Birds. The team is inspired by fan art, theories, and lore creation. As the Angry Birds universe expands with new movies, games, and projects, the team remains committed to listening to the fans and delivering experiences that resonate with what initially drew them to the franchise and keeps them engaged.
