Angry Birds\' creative officer Ben Mattes gives a glance behind the scenes for the series 15th birthday

This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, behind-the-scenes insights have been limited. This interview with Rovio's Creative Officer, Ben Mattes, provides a glimpse into the franchise's remarkable journey.

Fifteen years since the first Angry Birds game launched, its unexpected popularity is undeniable. From its iOS and Android success to merchandise, films, and its influence on Sega's acquisition of Rovio, the impact is significant. These seemingly simple, angry birds transformed Rovio into a household name, resonating with gamers and business professionals alike. They also contributed to Finland's recognition as a mobile game development hub, alongside studios like Supercell. This prompted an exploration of Rovio's inner workings.

This interview features Ben Mattes, who shares his perspectives on the Angry Birds legacy.

Can you tell us about yourself and your role at Rovio?

My name is Ben Mattes. I've worked in game development for nearly 24 years, including roles 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. My goal is to synergize existing and new products to achieve a unified vision for the next 15 years of Angry Birds.

What's been the creative approach to Angry Birds, even before your time at Rovio?

Angry Birds has always balanced accessibility with depth. Its colorful and cute aesthetic complements serious themes like inclusion and gender diversity. It appeals to children with its cartoon style and adults with its satisfying gameplay and strategic challenges. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating new game experiences that remain true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.

Were you intimidated joining such a significant franchise?

Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is arguably the face of mobile gaming, comparable to Mario for Nintendo. The IP's recognition is widespread.

Everyone at Rovio understands the responsibility of upholding this IP – creating 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 we're fully committed.

Where do you see Angry Birds heading?

Sega recognizes the value of a strong transmedia IP. We're focused on expanding Angry Birds' fanbase across all platforms. We're excited about Angry Birds Movie 3 (more updates coming soon) and introducing the franchise to new audiences.

We aim to create a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen and the film's creative team reflects a shared passion for the IP, introducing new characters and storylines that align with other projects.

Why is Angry Birds so successful?

Angry Birds has held different meanings for different people. Our anniversary celebrations have highlighted diverse player experiences. For some, it was their first videogame; for others, it was a revelation of the mobile phone's potential. Many share stories inspired by Angry Birds Toons, and others proudly display their extensive collections of Angry Birds merchandise.

Millions of fans and countless stories demonstrate the IP's broad appeal. This "something for everyone" approach is at the heart of Angry Birds' success.

A message to longtime fans?

Thank you for your incredible journey with us. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity. As we expand the Angry Birds universe, we'll continue listening to you. We have exciting new projects in the works for everyone.