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, 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 vast. These seemingly simple, angry birds have made Rovio a household name, impacting players and businesses alike, and significantly contributing to Finland's reputation as a mobile game development hub alongside studios like Supercell. This prompted an interview to explore the inner workings of Rovio.

This interview features Ben Mattes, Rovio's Creative Officer, who answers questions about 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, with experience 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 across all Angry Birds IP, respecting its characters, lore, and history. My goal is to synergize existing and new products to achieve a unified vision for the franchise's 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 colorful and cute yet addresses serious themes like inclusion and gender diversity. It appeals to children (through its cartoon style) and adults (through the satisfaction of precise slingshot aiming or the chaotic fun of Dream Blast). This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while creating innovative game experiences true to the IP's core pillars—the ongoing conflict between the Angry Birds and the Pigs.

Were you intimidated joining such a significant franchise?

Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is practically the face of mobile gaming, comparable to Mario for Nintendo. The IP's recognition is widespread, impacting people of all ages through games, toys, and media.

Everyone at Rovio understands the responsibility of upholding this IP – creating new experiences that resonate with both longtime and new players. The challenge lies in developing within a "live service" environment, constantly receiving feedback from the community across various platforms (mobile games, YouTube, Instagram, TikTok, X). This high visibility adds pressure but also fosters a collaborative spirit.

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 soon) and introducing it to new audiences.

We aim to deliver 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, themes, and storylines that align with other projects.

Why is Angry Birds so successful?

Angry Birds has resonated differently with various people. Our anniversary celebrations have revealed diverse "Angry Birds stories." For some, it was their first videogame; for others, it marked the transformative potential of mobile phones. Many share stories inspired by Angry Birds Toons, while others showcase extensive merchandise collections.

Millions of fans and countless stories demonstrate the IP's broad appeal – "something for everyone" – a key factor in its enduring success.

A message to the fans?

A huge thank you to all fans for their incredible journey with us. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity. With the upcoming movie, new games, and other projects, we'll continue listening to you. Whatever initially drew you to Angry Birds, we have something in store for you.