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 scarce. This interview with Rovio's Creative Officer, Ben Mattes, offers a glimpse into the franchise's remarkable success.

Fifteen years after the initial release, the popularity of Angry Birds far surpasses initial expectations. Its impact spans iOS and Android platforms, merchandise, film adaptations, and even a significant acquisition by Sega, a gaming giant. These seemingly simple, angry birds propelled Rovio to household name status, impacting both players and the business world. Furthermore, alongside developers like Supercell, they've significantly contributed to Finland's reputation as a mobile game development hub.

This interview with Ben Mattes provides a behind-the-scenes perspective on the Angry Birds phenomenon.

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. As Creative Officer, my role centers on ensuring consistency and respect for the IP's characters, lore, and history. My goal is to synergize existing and new products to achieve a cohesive 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. Its colorful, cute aesthetic contrasts with serious themes like inclusion and gender diversity. It appeals to children through its cartoon style, yet also resonates with parents and grandparents who appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while innovating with 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.

Q: Were you intimidated joining such an important franchise?

A: Angry Birds transcends mobile gaming; it's a significant entertainment phenomenon. Red, the mascot, is practically the face of mobile gaming. The IP's global recognition is immense, spanning games, toys, films, and more. 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 we're fully committed.

Q: What's the future of Angry Birds?

A: Sega recognizes the value of a strong transmedia IP. We're focused on expanding Angry Birds' reach across all modern platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing the franchise 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. We're collaborating closely with John Cohen and the film's creative team to integrate new characters and storylines seamlessly with other projects.

Q: Why is Angry Birds so successful?

A: Angry Birds has held different meanings for different people. Over the years, we've heard countless personal stories. For some, it was their first videogame; for others, it was a revelation of the mobile phone's potential. Many share stories about Angry Birds Toons and their extensive merchandise collections. This broad appeal—something for everyone—is at the heart of its success.

Q: A message to longtime fans?

A: 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 universe, we'll continue listening. We have exciting new projects in the works for everyone.