Angry Birds: 15 Years of Flight – An Interview with Rovio's Creative Officer
Angry Birds celebrated its fifteenth anniversary this year, a milestone few predicted for this deceptively simple yet enduringly popular franchise. From its initial iOS and Android releases to merchandise, films, and its significant role in the global gaming landscape (even influencing Sega's acquisitions!), Angry Birds has catapulted Rovio to household name status. This success has also contributed to Finland's reputation as a mobile game development powerhouse, alongside studios like Supercell. To mark this anniversary, I spoke with Rovio's Creative Officer, Ben Mattes, to delve into the secrets behind the Angry Birds phenomenon.
About Ben Mattes and his Role at Rovio:
Ben Mattes, with nearly 24 years in game development (including roles at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost five years. His focus, as Creative Officer, is maintaining the Angry Birds IP's coherence, respecting its characters, lore, and history while leveraging existing and new products to shape the franchise's future vision for the next 15 years.
The Creative Approach to Angry Birds:
Mattes describes Angry Birds' enduring appeal as a blend of accessibility and depth. Its vibrant visuals and charming characters contrast with deeper themes of inclusion and diversity, attracting both children and adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled successful partnerships and projects. The current challenge, according to Mattes, is to honor this legacy while innovating with new game experiences faithful to the IP's core elements, maintaining the classic conflict between the birds and the pigs.
The Pressure of Working on a Legendary Franchise:
Mattes acknowledges the immense responsibility that comes with working on such a globally recognized IP. Red, the Angry Birds mascot, is considered by many as the "face of mobile gaming," a status that demands careful stewardship. The team strives to create new experiences that resonate with both long-time fans and newcomers, ensuring that the IP's depth and charm continue to captivate audiences. The development process, often described as "building in the open," involves constant feedback from the community, adding another layer to the challenge.
The Future of Angry Birds:
Sega's acquisition highlights the franchise's transmedia value, encompassing games, merchandise, films, and even amusement parks. Rovio is committed to expanding the Angry Birds fanbase across all modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, promising a new story that will deepen audience engagement. Collaboration with producer John Cohen and his team ensures a respectful approach to introducing new characters and storylines that align with other projects.
The Secret to Angry Birds' Success:
Mattes attributes Angry Birds' success to its broad appeal – "something for everyone." The franchise has resonated with millions, becoming a first gaming experience for some, a technological revelation for others, and a source of endless entertainment and collectables for many more. This diversity of engagement is at the heart of its enduring popularity.
A Message to the Fans:
Mattes expresses gratitude to the fans whose passion and engagement have shaped the Angry Birds universe. He assures them that Rovio continues to listen and will deliver new experiences that build upon what made Angry Birds so beloved in the first place.
