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 transformed Rovio into a household name, significantly contributing to Finland's reputation as a mobile game development hub alongside studios like Supercell.
This interview with Ben Mattes explores the franchise's evolution and future.
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 focused on Angry Birds. As Creative Officer, my role is to ensure the IP's future development remains consistent with its characters, lore, and history, while leveraging existing and new products to achieve our vision for the next 15 years.
Q: What's been the creative approach to Angry Birds, even pre-Rovio?
A: Angry Birds has always balanced accessibility with depth. It’s visually appealing yet addresses themes like inclusion and diversity. It resonates with children and adults alike, offering both entertainment and a sense of accomplishment. This broad appeal has fueled memorable partnerships and projects. Our current challenge 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.
Q: Was working on such a significant franchise intimidating?
A: Angry Birds transcends mobile gaming; Red is arguably the face of mobile gaming, akin to Mario for Nintendo. The global recognition of the IP carries a huge responsibility to create new experiences that resonate with both longtime and new fans. The modern entertainment landscape, particularly live service games and social media, presents unique challenges. We’re essentially "building in the open," receiving immediate community feedback, which adds pressure but also fosters 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 the franchise to new audiences. The goal is to deliver a powerful, humorous, and heartfelt story, expanding the world through games, merchandise, fan art, lore, and community engagement. We're collaborating closely with John Cohen and his team to seamlessly integrate new characters, themes, and storylines across projects.
Q: Why is Angry Birds so successful?
A: Angry Birds has held different meanings for different people. Its success lies in its breadth of appeal – "something for everyone." For some, it was their first videogame; for others, it was a pivotal moment in the evolution of mobile technology. The franchise has inspired countless stories, from the charm of Angry Birds Toons to extensive merchandise collections. This diverse engagement with the IP, its characters, world, and core experiences, is key to its enduring success.
Q: A message to the fans?
A: A huge thank you to our loyal fans. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity and continue to listen to you. We have exciting plans for the future, including the upcoming movie and new titles, designed to resonate with what made you fall in love with Angry Birds in the first place.
