How Iron Maiden’s Eddie ended up in Angry Birds Evolution
Tomorrow (October 18) Iron Maiden’s time-travelling undead mascot Eddie will invade the Angry Birds universe for Halloween! For the next few weeks, players will be able to unlock the heavy metal icon as Angry Birds Evolution becomes a tribute to Iron Maiden. Starting as a Killers inspired version of the character, Eddie will evolve three more times until he becomes the all-powerful Book Of Souls entity! Pretty sweet, right?
This isn’t the first time heavy metal and video games have collided (Iron Maiden even have their own game), but one of the world’s biggest bands joining forces with one of the most famous fames in history is no small deal. Last Friday we were invited down a swanky hotel in central London to learn more about the game and chat to two of the people responsible for its creation – Miika Tams (VP at Rovio Games) and Llexi Leon (Interactive at Phantom Management/Iron Maiden). Both are lifelong metal fans and have a passion for all things Maiden.
But how did this collaboration come to be, and why should Maiden fans be excited? We had a chat to find out.
Why did you choose Iron Maiden to join the Angry Birds universe?
Miika: “Way back, we did surveys with our audience and we found out there are these 35+ guys who love heavy metal, and on the list of bands that they like Iron Maiden were really high. Obviously Eddie just works, when we’re playing around with this idea and the first sketches, it looked amazing.
Lexi: “There was some trepidation that we were going to get some cartoony, silly Eddie, but Rovio sent this thing through and it was 80% of what we see now. Straight away it embodies the character, obviously it’s a completely different take, obviously it’s fun and irreverent, but that’s Eddie. Rovio really are fans and they get where Eddie’s coming from and the attitude he has to have.
Miika: “We’re big big fans of Maiden and it’s something we’ve grown up with since we were little kids. What is the best icon for heavy metal? It’s Eddie! And Halloween is the perfect time to do it. This is one of the coolest things I’ve done in this industry. This is a story I’ll be telling for years.”
Llexi: “I couldn’t imagine Eddie working in some of those earlier iterations of Angry Birds, but the Evolution brand is the perfect place. It’s already much darker, much more satirical, it has that humour in it, and the visual aesthetic allows them to push the envelope and do something a bit scary and gnarly, but still fun.”
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