This year marks the fifteenth anniversary of the iconic Angry Birds series, a milestone celebrated with great enthusiasm by fans around the globe. Yet, until now, we've had limited insight into the inner workings of this phenomenon. To shed light on this, I reached out to Ben Mattes, the Creative Officer at Rovio, for his reflections on the journey of Angry Birds.
Since its inception in 2009, few could have predicted the meteoric rise of Angry Birds. From dominating app stores on iOS and Android to spawning a vast array of merchandise, movies, and even influencing a major acquisition by Sega, the impact of these feisty birds is undeniable. Rovio's success has not only made it a household name but also elevated Finland's status as a hub for mobile game development, alongside other notable developers like Supercell.
Curious about the behind-the-scenes magic, I connected with Ben Mattes, who graciously agreed to share his insights. Let's delve into his perspective on the evolution and future of Angry Birds.
Can you tell us a little about yourself and your role at Rovio over the years?
My name is Ben Mattes. I've been working in game development for nearly 24 years, with experience at companies like Gameloft, Ubisoft, and WB Games Montreal. I've been with Rovio for almost five years, during which my roles have all centered around Angry Birds. For the past year and a bit, I've been the Creative Officer, dedicated to ensuring that our work with the IP remains coherent, respects our characters, lore, and history, while also strategically guiding our portfolio towards our vision for the next 15 years of the series.
Looking back, even before your time at Rovio, what do you think the creative approach has been to Angry Birds?
Angry Birds has always balanced accessibility with depth. It's a game that's colorful and cute, yet it also addresses serious themes like inclusion and gender diversity. It appeals to children through its cartoonish charm, but also to adults who enjoy the satisfaction of a well-aimed slingshot or the chaos of Dream Blast. This broad appeal has been a cornerstone of our creative strategy, leading to memorable partnerships and projects. Our current challenge is to honor this legacy while innovating new game experiences and stories that stay true to the core conflict between the Angry Birds and the Pigs.
Did you feel at all intimidated coming on to work on a franchise that, even at the time, was so important for mobile gaming?
The influence of Angry Birds extends beyond mobile gaming into the broader entertainment industry. Red, the series' mascot, is often seen as the face of mobile gaming, akin to Mario for Nintendo. The team at Rovio feels a significant responsibility to uphold the IP's legacy, striving to create new experiences that resonate with long-time fans and attract new audiences. The nature of modern IP development, particularly in live service games and social media, adds a layer of complexity and visibility to our work, but it's a challenge we're eager to embrace.
Where do you think Angry Birds will go in the future, as a game series and as a franchise?
With Sega's understanding of transmedia's potential, we're set to expand Angry Birds' reach across games, licensed products, films, and even amusement parks. We're excited about the upcoming Angry Birds Movie 3 and are committed to growing our fanbase through modern touchpoints. Collaborating with John Cohen and his creative team has been a joy, as they share our passion for the IP and are eager to introduce new characters and storylines that align with our broader projects.
What do you think is the reason that Angry Birds is so successful?
Angry Birds has touched the lives of millions in diverse ways. For some, it was their first video game; for others, it was a revelation about the potential of their mobile devices. The charm of Angry Birds Toons, the extensive merchandise like plush toys, and the broad engagement across various platforms have all contributed to its success. The series' ability to offer "something for everyone" is at the heart of its enduring appeal.
Do you have any messages for the fans of the series that have stuck with Angry Birds over the years?
To our dedicated fans, thank you for being part of this incredible journey. Your passion, creativity, and engagement have shaped Angry Birds into what it is today. As we expand the universe with new movies, games, and projects, we remain committed to listening to you. Whatever initially drew you to Angry Birds, we're working on something special just for you.
