This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with much enthusiasm. 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 phenomenal success 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 propelled Rovio to household name status, 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 with Rovio, and specifically Ben Mattes, particularly timely.
Can you tell us about yourself and your role at Rovio?
My name is Ben Mattes. I've spent nearly 24 years in game development, working at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focusing on Angry Birds. For over a year, I've served as Creative Officer, ensuring consistency and respect for the IP's characters, lore, and history across all products. My goal is to synergize our portfolio to achieve a unified vision for the next 15 years.
What's been the creative approach to Angry Birds, even before your time at Rovio?
Angry Birds has always balanced accessibility with depth. It's visually appealing yet tackles serious themes like inclusion and diversity. It resonates with children through its cartoonish style, while adults appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while innovating – creating new game experiences true to the core IP and the enduring conflict between the birds and the pigs.
Were you intimidated joining such a significant franchise?
It's not just mobile gaming; it's entertainment! Red is practically the face of mobile gaming. The Angry Birds IP is globally recognized. Everyone at Rovio understands the responsibility – to create amazing new experiences that resonate with both longtime and new fans. The challenge lies in developing within a highly visible, live-service environment, constantly receiving community feedback. It's demanding but rewarding.
Where do you see Angry Birds heading?
Sega recognizes the transmedia value of a strong IP. We're focused on expanding Angry Birds' fanbase across all platforms. We're excited about Angry Birds Movie 3 (more updates soon!) and introducing new audiences to the world of Angry Birds. We aim to create a powerful, funny, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. We're collaborating closely with John Cohen and the film's creative team to integrate new characters, themes, and storylines seamlessly with other projects.
Why is Angry Birds so successful?
Angry Birds has meant different things to different people. Over the years, we've heard countless stories – for some, it was their first videogame; for others, it was a revelation of their phone's potential. Some cherish the Angry Birds Toons series, while others boast impressive collections of plush toys. Millions of fans, millions of stories, and diverse engagement methods – this breadth of appeal, offering something for everyone, is at the heart of Angry Birds' success.
A message to the fans?
A huge thank you to our fans for their incredible journey with us. Your passion and creativity have shaped Angry Birds. We're inspired by your fan art and theories. As we expand the Angry Birds universe with the upcoming movie and new projects, we'll continue listening to you. Whatever drew you to Angry Birds, we have something special in store.
