Angry Birds: 15 Years of Flight and Future Plans – 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 its initial iOS and Android success to merchandise, films, and a significant acquisition by Sega, the franchise has become a global phenomenon, solidifying Finland's position in mobile game development alongside studios like Supercell. To celebrate, we spoke with Rovio's Creative Officer, Ben Mattes, to gain insight into the past and future of this iconic brand.
On his role and Angry Birds' creative approach: Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has spent almost five years at Rovio, primarily focused on Angry Birds. As Creative Officer, he ensures the franchise's coherence, respects its established characters and lore, and coordinates various products to achieve a unified vision for the next 15 years. He highlights Angry Birds' unique blend of accessibility and depth, appealing to both children and adults, and notes the successful integration of serious themes like inclusion and gender diversity. The challenge now is to honor this legacy while innovating and creating new game experiences that remain true to the core IP.
On the pressure of working on such an iconic franchise: Mattes acknowledges the immense responsibility of working on a franchise with a global reach and cultural impact, comparing Red, the Angry Birds mascot, to Mario's significance for Nintendo. The team is acutely aware of the need to deliver new experiences that resonate with both longtime and new fans. The open nature of modern IP development, with immediate community feedback, adds to the pressure, but Mattes emphasizes the team's commitment to the challenge.
On the future of Angry Birds: With Sega's understanding of transmedia IP value, Rovio is focused on expanding Angry Birds' presence across all modern platforms. The upcoming Angry Birds Movie 3 is a key element of this strategy, aiming to introduce new audiences to the world of Angry Birds. Collaboration with producer John Cohen ensures a deep understanding and respect for the IP, introducing new characters, themes, and storylines that complement existing projects.
On the reasons for Angry Birds' success: Mattes attributes the franchise's success to its broad appeal, offering something for everyone. From being a first video game experience for some to a symbol of the evolving capabilities of mobile phones for others, Angry Birds has resonated with millions through diverse engagement methods, including games, merchandise, and animated content. This breadth of appeal, he suggests, is a key factor in its enduring popularity.
A message to the fans: Mattes expresses gratitude to the fans whose passion and creativity have shaped Angry Birds. He assures them that future projects, including the upcoming movie and new game titles, will continue to reflect their feedback and engagement, promising something for everyone who has been a part of the Angry Birds journey.
