Angry Birds: 15 Years of Flight – An Interview with Rovio's Creative Officer
This year marks the 15th anniversary of Angry Birds, a milestone few predicted when the first game launched. From iOS and Android hits to movies and merchandise, the franchise has become a global phenomenon, even contributing to Finland's reputation as a mobile gaming hub alongside developers like Supercell. To celebrate, we spoke with Rovio's Creative Officer, Ben Mattes, to gain some insight into the past, present, and future of this iconic franchise.
About Ben Mattes and his Role at Rovio
Ben Mattes boasts nearly 24 years of experience in game development, having worked at companies such as Gameloft, Ubisoft, and WB Games Montreal. For the past five years, he's been at Rovio, primarily focused on the Angry Birds franchise. In his current role as Creative Officer, he ensures consistency and respect for the IP's characters, lore, and history across all products, aiming to build a cohesive 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. The bright, cheerful aesthetic appeals to children, while the strategic gameplay and satisfying physics provide a sense of accomplishment for players of all ages. This broad appeal has fueled successful partnerships and projects. The challenge now lies in innovating while staying true to the core elements of the IP – the ongoing conflict between the Angry Birds and the Pigs.
The Pressure of Working on an Iconic Franchise
Ben acknowledges the immense responsibility that comes with working on such a significant franchise. Red, the Angry Birds mascot, is widely recognized as a symbol of mobile gaming. The team understands the need to create new experiences that resonate with both longtime fans and new players, while navigating the challenges of live-service games and constant community feedback on social media platforms. This “building in the open” approach adds pressure but also fosters a strong connection with the fanbase.
The Future of Angry Birds
Sega's acquisition underscores the enduring value of the Angry Birds IP across various media. Rovio is committed to expanding the franchise's reach through modern platforms, including the highly anticipated Angry Birds Movie 3 (more details soon!). The goal is to create a compelling narrative that connects with audiences through games, merchandise, fan art, and community engagement. Collaboration with John Cohen and his team ensures a deep understanding and respect for the IP's core elements.
The Secret to Angry Birds' Success
Ben attributes Angry Birds' success to its broad appeal: "something for everyone." The franchise has resonated with millions, becoming a shared experience for families and individuals, creating a diverse range of memories and engagement methods—from early gaming experiences to extensive merchandise collections.
A Message to the Fans
Ben expresses deep gratitude to the fans whose passion and creativity have shaped the Angry Birds universe. Rovio is committed to continuing to listen to the fanbase and deliver new experiences that build upon what made Angry Birds so beloved in the first place.
