Angry Birds Creator Reveals Series Secrets for 15th Bday

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 hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, angry birds have propelled Rovio to global recognition, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, they've established Finland as a mobile game development powerhouse. This context made this interview timely and insightful.

About Ben Mattes and his Role at Rovio:

Ben Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost 5 years. His roles have centered on Angry Birds, and for over a year, he's served as Creative Officer. His focus is on maintaining coherence across all Angry Birds IP, respecting its characters, lore, and history, while ensuring synergy across the product portfolio to shape the franchise's future for the next 15 years.

The Creative Approach to Angry Birds:

Angry Birds has always balanced accessibility with depth. Its vibrant visuals appeal to children, while the strategic gameplay engages adults. It successfully incorporates themes like inclusion and gender diversity. This broad appeal has fueled successful partnerships and projects. The ongoing challenge is to honor this legacy while innovating with new game experiences that remain true to the core IP, focusing on the enduring conflict between the birds and the pigs.

Facing the Challenge of a Major Franchise:

Mattes acknowledges the immense responsibility of working on such a significant franchise, recognizing Red as a symbol of mobile gaming, comparable to Mario for Nintendo. The team understands the need to create experiences that resonate with both longtime and new fans. The open nature of modern entertainment development, with immediate community feedback, adds pressure, but the team embraces the challenge.

The Future of Angry Birds:

Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding the Angry Birds fanbase across all platforms, including the upcoming Angry Birds Movie 3 (with further updates promised). The goal is to deliver a compelling and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures alignment with existing projects.

Reasons for Angry Birds' Success:

Angry Birds' success stems from its broad appeal – "something for everyone." It's been the first videogame for some, a revelation of mobile phone potential for others, and a source of cherished collectibles for many. Millions of fans share diverse experiences and connections with the IP, its characters, world, and core gameplay.

A Message to the Fans:

Mattes expresses gratitude to the fans, acknowledging their crucial role in shaping Angry Birds. He emphasizes the team's commitment to listening to the community and creating new experiences that honor what drew fans to the franchise in the first place.