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. To remedy this, I connected with Rovio's Creative Officer, Ben Mattes, for an exclusive interview.

Fifteen years have passed since the launch of the first Angry Birds game, and its phenomenal success surprised many. From its initial iOS and Android triumphs to its extensive merchandise, film franchise, and significant role in Rovio's acquisition by Sega, the impact is undeniable. These seemingly simple, irate birds propelled Rovio to global recognition, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, Angry Birds contributed to Finland's reputation as a mobile game development powerhouse. This context made contacting Rovio and exploring its inner workings timely.

My interview with Ben Mattes, Rovio's Creative Officer, provided valuable insights into the Angry Birds legacy. Let's delve into his perspectives on the franchise's evolution.

Can you share details about your role at Rovio?

My name is Ben Mattes. I've spent nearly 24 years in game development, working 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 our existing and new products to achieve our 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 and depth. It's visually appealing yet tackles important themes like inclusion and gender diversity. Its cartoonish style attracts children, while the strategic gameplay appeals to adults. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating—creating new game experiences that remain true to the core IP pillars and the ongoing conflict between the Angry Birds and the Pigs.

Did working on such a significant franchise intimidate you?

It's not just mobile gaming; it's all entertainment! Red, the Angry Birds mascot, is considered the "face of mobile gaming." The Angry Birds IP enjoys global recognition across age groups.

Everyone at Rovio understands the responsibility of upholding this IP. We aim to create new experiences that resonate with both longtime and new players. The challenge lies in developing within a highly visible, live-service environment, constantly receiving community feedback. It's demanding but rewarding.

What's the future of Angry Birds as a game and franchise?

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 coming 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. Our collaboration with John Cohen and his team reflects a shared passion for the IP, introducing new characters and storylines that complement other projects.

Why is Angry Birds so successful?

Angry Birds has resonated differently with various individuals. Our 15th-anniversary celebrations have highlighted diverse player experiences. For some, it was their first videogame; for others, it represented the transformative potential of mobile phones. Many share stories inspired by Angry Birds Toons or showcase their extensive collections of Angry Birds merchandise.

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

A message to long-time fans?

A huge thank you to our dedicated fans! 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 plans for everyone who loves Angry Birds.