Rovio's Creative Officer, Ben Mattes, Reflects on 15 Years of Angry Birds Success
Angry Birds celebrated its 15th anniversary this year, a milestone few predicted for this seemingly simple mobile game. Its impact extends far beyond the initial iOS and Android releases, encompassing merchandise, films, and even influencing Sega's acquisition of Rovio. This phenomenal success has propelled Rovio to global recognition and significantly contributed to Finland's standing as a mobile game development hub.
To mark this occasion, we spoke with Ben Mattes, Rovio's Creative Officer, to gain insight into the Angry Birds phenomenon. Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been at Rovio for nearly five years, focusing exclusively on Angry Birds for the past year. His role involves ensuring the franchise's future development remains consistent with its core values, characters, and history, while also exploring new and innovative game experiences.
Mattes describes Angry Birds' creative approach as a blend of accessibility and depth, appealing to both children and adults. The franchise's success stems from its ability to tackle serious themes like inclusion and diversity while maintaining a lighthearted, cartoonish aesthetic. This broad appeal has facilitated numerous successful partnerships and projects. The challenge now, according to Mattes, lies in maintaining this balance while innovating and introducing new game experiences that stay true to the IP's core values—the enduring conflict between the Angry Birds and the Pigs.
The responsibility of working on such an iconic franchise isn't lost on Mattes or the Rovio team. They are acutely aware of the need to create new experiences that resonate with both long-time fans and new audiences. The development process itself presents unique challenges, as much of their work is conducted within a "live service" model, involving constant feedback from the community. This transparency adds pressure but also fosters a dynamic creative environment.
Looking ahead, Mattes highlights Sega's understanding of the Angry Birds transmedia potential, emphasizing the franchise's continued growth across various platforms, including games, merchandise, films, and even amusement parks. The upcoming Angry Birds Movie 3 is a key focus, promising a new story that will deepen audience engagement with the Angry Birds world. Collaboration with producer John Cohen ensures the film aligns seamlessly with other franchise projects.
Mattes attributes Angry Birds' success to its broad appeal—something for everyone. The franchise has resonated with millions through diverse experiences, from being a first video game for some to a symbol of the evolving potential of mobile devices for others. The sheer volume of fan-generated content, from artwork to theories, further underscores this broad engagement.
In closing, Mattes expresses gratitude to the fans, emphasizing their vital role in shaping the Angry Birds universe. He assures fans that Rovio continues to listen to their feedback and is actively developing new projects that will cater to their diverse interests.
