This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with significant 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 after 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, and contributing to Finland's reputation as a mobile game development hub alongside studios like Supercell. This interview provides a behind-the-scenes look at the franchise'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 focus, as Creative Officer for over a year, is ensuring Angry Birds' future development remains consistent with its established characters, lore, and history. He aims to unify existing and new products to realize a shared vision for the franchise's next 15 years.
The Creative Approach to Angry Birds:
Angry Birds has always balanced accessibility and depth, combining colorful aesthetics with serious themes like inclusion and gender diversity. Appealing to both children and adults, the franchise has fostered memorable partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences that stay true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.
Joining a Legendary Franchise:
Mattes acknowledges the immense pressure of working on such an iconic franchise, referring to Red as the "face of mobile gaming." The team understands its responsibility 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 (X), necessitates a transparent development process, creating both challenges and opportunities.
The Future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding Angry Birds' reach across all modern platforms. The upcoming Angry Birds Movie 3 (with further updates promised) aims to introduce the franchise to a new generation. The goal is to create a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaboration with producer John Cohen reflects a shared passion for the IP and a commitment to introducing new elements that complement other projects.
The Secret to Angry Birds' Success:
Angry Birds' success stems from its broad appeal, offering something for everyone. The franchise has become a part of countless personal narratives, serving as a first videogame experience for some, a technological revelation for others, and a source of endless collectible merchandise. This diverse engagement across millions of fans is the key to its enduring popularity.
A Message to the Fans:
Mattes expresses gratitude to the fans whose passion and creativity have shaped Angry Birds. The team remains committed to listening to the community and delivering new experiences that build upon what made the franchise so beloved. Future projects, including the new movie and games, are designed to cater to the diverse interests of the fanbase.
