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 unique perspective.
Fifteen years since the first Angry Birds game launched, its unexpected popularity is undeniable. From iOS and Android successes to merchandise, films, and a significant acquisition by Sega, the impact is substantial. These seemingly simple, angry birds have made Rovio a household name, resonating deeply with players and businesses alike, and significantly contributing to Finland's reputation as a mobile game development hub alongside companies like Supercell. This prompted an interview to explore Rovio's inner workings.
This conversation with Ben Mattes, Rovio's Creative Officer, delves into the creation and evolution of the Angry Birds franchise.
Can you tell us about yourself and your role at Rovio?
My name is Ben Mattes. I've spent nearly 24 years in game development, working at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focused on Angry Birds. For over a year, I've served as Creative Officer, ensuring consistency and respect for the IP's characters, lore, and history. My goal is to synergize existing and new products to achieve our 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 and depth. It's visually appealing yet tackles themes like inclusion and gender diversity. Its cartoonish style attracts children, while the strategic gameplay appeals to adults. This broad appeal has fueled successful partnerships and projects. Our current challenge is to honor this legacy while innovating with new game experiences that remain true to the core IP. The ongoing conflict between the birds and the pigs remains central.
Were you intimidated joining such a significant franchise?
It's not just mobile gaming; it's entertainment! Red, the Angry Birds mascot, is synonymous with mobile gaming, much like Mario is with Nintendo. The Angry Birds IP is globally recognized.
Everyone at Rovio understands the responsibility of upholding this IP—creating new experiences that resonate with both longtime and new fans. The challenge lies in developing within a highly visible, live-service environment, constantly receiving feedback. It's demanding, but we're committed.
Where do you see Angry Birds heading?
Sega recognizes the value of a strong transmedia IP. We aim to expand Angry Birds' success across all platforms—games, merchandise, films, and more. We're excited about Angry Birds Movie 3 (more details soon) and introducing the franchise to new audiences.
We're creating a powerful, humorous, and heartfelt story, expanding the world through games, merchandise, fan art, lore, and community. Collaborating with John Cohen and his team has been fantastic; they understand and love the IP, working with us to introduce new characters, themes, and storylines.
Why is Angry Birds so successful?
Angry Birds has meant different things to different people. Over the years, we've heard countless stories—for some, it was their first videogame; for others, it was a revelation about the potential of mobile phones. Some share their appreciation for Angry Birds Toons, while others proudly display their extensive collections of plush toys.
Millions of fans, millions of stories, and diverse ways to engage with the IP. This broad appeal—"something for everyone"—is at the heart of Angry Birds' success.
A message for longtime fans?
Thank you to all our fans for this incredible journey. Your passion and engagement have shaped Angry Birds. We're inspired by your art, theories, and lore. As we expand the universe with the upcoming movie and new projects, we'll continue to listen to you. We have something special in store for everyone.
