Angry Birds: 15 Years of Flight – An Interview with Rovio's Creative Officer
Angry Birds celebrated its 15th anniversary this year, a milestone few predicted for this iconic mobile gaming franchise. From its initial iOS and Android releases to merchandise, films, and a significant role in Rovio's success (and subsequent acquisition by Sega), the Angry Birds' impact is undeniable. They've not only elevated Rovio to household-name status but also contributed to Finland's reputation as a mobile game development powerhouse. To delve deeper into this enduring success, I spoke with Rovio's Creative Officer, Ben Mattes.
On Ben Mattes and his Role at Rovio:
Ben Mattes brings nearly 24 years of game development experience to Rovio, having worked at Gameloft, Ubisoft, and WB Games Montreal. For over five years, he's been deeply involved with the Angry Birds franchise, currently serving as Creative Officer. His focus is ensuring the IP's future development remains cohesive, respectful of its established characters, lore, and history, while leveraging existing and new products to achieve a unified vision for the next 15 years.
The Creative Approach to Angry Birds:
Ben describes Angry Birds' enduring appeal as a blend of accessibility and depth. Its vibrant visuals and charming characters mask a capacity for exploring themes like inclusion and gender diversity. This broad appeal, catering to both children and adults, has driven memorable partnerships and projects. The ongoing challenge, according to Ben, is to honor this legacy while innovating with new game experiences that remain true to the core IP. The central narrative—the ongoing conflict between the Angry Birds and the Pigs—remains a cornerstone.
The Intimidation Factor:
Ben acknowledges the significant weight of working on such a globally recognized franchise. Red, the Angry Birds mascot, is arguably the face of mobile gaming, recognizable worldwide. The team feels a strong responsibility to deliver new experiences that resonate with both longtime fans and newcomers, a challenge amplified by the "building in the open" nature of modern live-service games and their immediate feedback loops.
The Future of Angry Birds:
Sega's acquisition underscores the franchise's transmedia value. Rovio is committed to expanding the Angry Birds fanbase across all platforms, including the highly anticipated Angry Birds Movie 3 (with more details to come). Their collaboration with producer John Cohen emphasizes a deep understanding and appreciation for the IP, aiming to introduce new characters, themes, and storylines that complement other projects.
The Secret to Angry Birds' Success:
Ben attributes Angry Birds' success to its broad appeal: "something for everyone." The franchise has resonated with millions in diverse ways—as a first videogame experience, a pivotal moment in mobile technology adoption, or through the charm of Angry Birds Toons and extensive merchandise. This multifaceted engagement is key to its enduring popularity.
A Message to the Fans:
Ben expresses gratitude to the loyal fanbase, acknowledging their creativity and engagement as integral to the franchise's success. He assures fans that future developments, including the new movie and game titles, will continue to reflect their input and the core elements that initially drew them to Angry Birds.
