This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable 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 continues to amaze. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is undeniable. Angry Birds transformed Rovio into a household name, significantly impacting both players and the business world, and contributing to Finland's recognition as a mobile game development hub alongside companies like Supercell. This prompted an interview to explore the inner workings of Rovio.
This interview features Ben Mattes, Rovio's Creative Officer, providing insights into the Angry Birds legacy.
Can you tell us about yourself and your role at Rovio?
My name is Ben Mattes. I've worked in game development for nearly 24 years, including roles at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focusing on Angry Birds. For over a year, I've served as Creative Officer, ensuring the IP's future development remains consistent with its characters, lore, and history. My goal is to integrate all products, new and existing, to achieve a unified vision for the next 15 years.
What's been the creative approach to Angry Birds, even before your time at Rovio?
Angry Birds has always balanced accessibility with depth. It's visually appealing yet tackles serious themes like inclusion and gender diversity. Its cartoonish style appeals to children, while the strategic gameplay resonates with adults. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while creating innovative game experiences that stay true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.
Were you intimidated joining such a significant franchise?
Angry Birds' impact extends beyond mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is practically the face of mobile gaming. The IP's recognition is widespread, encompassing games, toys, and films.
Everyone at Rovio understands the responsibility of upholding this legacy – creating new experiences that resonate with both longtime and new fans. The nature of modern IP development, particularly live service games and social media engagement, presents unique challenges. It's a high-visibility environment, requiring responsiveness to community feedback, but it's a challenge we embrace.
What's the future of Angry Birds?
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 the franchise to new audiences.
Our aim is to create a compelling and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community. Collaborating with John Cohen and his team has been invaluable, as they share our passion for the IP and are committed to introducing new characters and storylines that complement other projects.
Why is Angry Birds so successful?
Angry Birds has resonated with millions in diverse ways. We've heard countless stories – for some, it was their first videogame; for others, it was a transformative moment for mobile technology. The depth and charm of Angry Birds Toons and the extensive merchandise have created lasting connections. Millions of fans share millions of stories, engaging with the IP in countless ways. This broad appeal, offering something for everyone, is the core of Angry Birds' success.
A message for the fans?
Thank you to all the fans for your unwavering support. Your passion and creativity have shaped Angry Birds. We're inspired by your fan art and theories. As we expand the Angry Birds universe, we'll continue listening to you. We have exciting new projects in the works for everyone.
