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 glimpse into the franchise's remarkable success.
Fifteen years since the first Angry Birds game launched, its popularity has far exceeded initial expectations. From its iOS and Android success to merchandise, films, and its role in a major acquisition by Sega, Angry Birds has transformed Rovio into a household name, significantly impacting both players and the business world. It has also contributed to Finland's reputation as a mobile game development hub, alongside studios like Supercell.
This interview with Ben Mattes provides valuable insight into the creation and evolution of the Angry Birds franchise.
Q: Can you tell us about yourself and your role at Rovio?
A: I'm Ben Mattes, with nearly 24 years in game development (Gameloft, Ubisoft, WB Games Montreal). I've been at Rovio for almost 5 years, primarily working on Angry Birds. For over a year, I've served as Creative Officer, ensuring all future IP endeavors remain consistent with the established characters, lore, and history. My focus is on integrating existing and new products to achieve a unified vision for the next 15 years.
Q: What's been the creative approach to Angry Birds, even before your time at Rovio?
A: Angry Birds has always balanced accessibility with depth. It's visually appealing yet tackles significant themes like inclusion and gender diversity. It appeals to both children and adults, offering satisfying gameplay and a sense of accomplishment. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating with new game experiences that align with the IP's core values, focusing on the ongoing conflict between the Angry Birds and the Pigs.
Q: Were you intimidated joining such a significant franchise?
A: Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is practically the face of mobile gaming. The recognition of the IP is immense, creating a responsibility to deliver exceptional new experiences that resonate with both longtime and new players. The challenge lies in developing within a "build-in-the-open" environment, receiving immediate community feedback, adding pressure but also fostering engagement.
Q: What's the future of Angry Birds?
A: Sega recognizes the value of a strong transmedia IP. We're focused on expanding Angry Birds' reach across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing new audiences to the world of Angry Birds. We aim to create a powerful, humorous, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures alignment with our vision.
Q: Why is Angry Birds so successful?
A: Angry Birds has resonated differently with millions of people. It's been the first videogame for some, a pivotal moment in the evolution of mobile phones for others. The depth and charm of Angry Birds Toons and the extensive merchandise have also contributed significantly. The broad appeal – "something for everyone" – is key to its enduring success.
Q: A message for the fans?
A: A huge thank you to our loyal fans. Your passion has shaped Angry Birds. We're inspired by your creativity. With the upcoming movie, new games, and other projects, we'll continue listening to you. We have something for everyone who loves Angry Birds.
