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 first Angry Birds game launched, its popularity has far exceeded initial expectations. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is undeniable. Angry Birds has propelled Rovio to household name status, significantly influencing both players and the business world, and contributing to Finland's reputation as a mobile game development hub alongside companies like Supercell. This interview aims to explore the franchise's journey.
Regarding your role and journey 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 focuses on maintaining the IP's coherence, respecting its characters, lore, and history, and ensuring synergy across all products to guide the franchise's future.
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. Its appeal spans generations, attracting children with its cartoonish style and adults with its challenging gameplay. This broad appeal has fueled memorable partnerships and projects. The ongoing challenge is to honor this legacy while innovating with new game experiences that remain true to the core IP. The central narrative continues to revolve around the conflict between the Angry Birds and the Pigs.
On the pressure of working on such a significant franchise:
Mattes acknowledges the immense responsibility, recognizing Angry Birds' iconic status in entertainment. Red, the franchise mascot, is considered by many as the "face of mobile gaming." The team understands the need to create new experiences that resonate with both longtime and new fans. The nature of modern IP development, involving live service games, content platforms (YouTube, Instagram, TikTok), and social media, presents unique challenges. This "building in the open" approach, with immediate community feedback, adds pressure but also fosters engagement.
On the future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding the Angry Birds fandom across all modern platforms. The upcoming Angry Birds Movie 3 (with further updates promised) will introduce the franchise to a new audience. The goal is to deliver a powerful, humorous, and heartfelt story, deepening engagement through games, merchandise, fan art, lore, and community interaction. Collaboration with John Cohen and his team ensures alignment with existing projects.
On the reasons for Angry Birds' success:
The franchise's success stems from its broad appeal, offering something for everyone. Millions of fans share diverse experiences, from early gaming memories to the realization of the phone's potential beyond communication. The breadth of engagement, encompassing games, merchandise, and animated content, contributes to its enduring popularity.
A message to the fans:
Mattes expresses gratitude to the fans, acknowledging their passion and creativity as integral to the franchise's success. The team continues to be inspired by fan art and engagement. Future projects, including the new movie and games, aim to cater to the diverse interests of the fanbase.
