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 significant fanfare. However, until now, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a unique perspective.

Fifteen years since the first Angry Birds game launched, its unexpected popularity is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is immense. Angry Birds transformed Rovio into a household name, significantly impacting both players and the business world. It also propelled Finland, alongside developers like Supercell, to prominence in mobile game development. This context made this interview with Rovio particularly timely.

This conversation with Ben Mattes unveils insights into the creation and evolution of the Angry Birds franchise.

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

A: I'm Ben Mattes, with nearly 24 years in game development, including roles at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focused on Angry Birds. For over a year, I've served as Creative Officer, ensuring coherence 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 franchise's next 15 years.

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

A: Angry Birds has always balanced accessibility and depth. It's visually appealing yet tackles themes like inclusion and diversity. It resonates with children through its cartoon style and with adults through the satisfying gameplay. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to uphold this legacy while innovating with new game experiences that remain true to the core IP, focusing on the ongoing conflict between the birds and the pigs.

Q: Were you intimidated joining such a significant franchise?

A: Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is practically the face of mobile gaming. The IP's recognition is widespread. We at Rovio understand the responsibility of upholding this legacy, creating new experiences that resonate with both longtime and new players. The challenge lies in developing within a highly visible, live-service environment, constantly receiving feedback from the community. It's demanding but rewarding.

Q: What's the future of Angry Birds?

A: Sega recognizes the transmedia value of a strong IP. We're focused on expanding Angry Birds' reach across all platforms, from games and merchandise to films and amusement parks. We're excited about Angry Birds Movie 3 (more details 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. Collaboration with John Cohen and his team ensures a deep understanding and love for the IP.

Q: Why is Angry Birds so successful?

A: Angry Birds has meant different things to different people. Its success lies in its broad appeal – "something for everyone." It was many players' first videogame, a pivotal moment in the evolution of mobile phones, and a source of endless creative expression through fan art and collectibles. Millions of fans share millions of stories, engaging with the IP in diverse ways.

Q: A message to the fans?

A: A huge thank you to our loyal fans. Your passion has shaped Angry Birds. We're inspired by your creativity. With the upcoming movie, new games, and other projects, we'll continue to listen and deliver experiences that resonate with what you love about Angry Birds.