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 glimpse into the franchise's remarkable success.

Fifteen years after the initial release, the Angry Birds' popularity continues to astound. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is undeniable. These seemingly simple, irate birds have propelled Rovio to global recognition and significantly contributed to Finland's reputation as a mobile game development hub, alongside studios like Supercell. This interview aims to explore the journey.

About Ben Mattes and his Role at Rovio:

Ben Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost five years, primarily focused on Angry Birds. As Creative Officer, his role is to ensure consistency and respect for the IP's characters, lore, and history, while also fostering synergy across existing and new products to shape the franchise's future.

The Creative Approach to Angry Birds:

Angry Birds has always balanced accessibility with depth, combining colorful visuals with engaging themes like inclusion and gender diversity. This broad appeal, attracting both children and adults, has been a key element of its success, leading to numerous memorable partnerships and projects. The ongoing challenge is to honor this legacy while innovating and creating new experiences that remain true to the core IP. The central conflict between the Angry Birds and the Pigs remains a constant.

Facing the Challenge of a Major Franchise:

Mattes acknowledges the immense responsibility that comes with working on such an iconic franchise. Red, the Angry Birds mascot, is considered by many as the face of mobile gaming, comparable to Mario for Nintendo. The team is acutely aware of the need to create new experiences that resonate with both longtime and new fans. The nature of modern entertainment, with its emphasis on live service games, content platforms, and social media, presents a unique challenge—essentially "building in the open"—with immediate community feedback.

The Future of Angry Birds:

Sega's acquisition highlights the enduring value of the Angry Birds IP across various media. Rovio is focused on expanding the franchise's reach across modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce a new audience to the world of Angry Birds. Collaboration with producer John Cohen ensures a deep understanding and respect for the IP, introducing new characters and storylines that complement other projects.

The Secret to Angry Birds' Success:

Mattes attributes the franchise's success to its broad appeal—"something for everyone." The IP has resonated with millions in diverse ways, from being a first videogame experience to a symbol of the evolving capabilities of mobile phones. The depth and charm of Angry Birds Toons and the extensive merchandise further contribute to its enduring popularity.

A Message to the Fans:

Mattes expresses gratitude to the fans whose passion and creativity have shaped the Angry Birds franchise. He assures fans that future projects, including the upcoming movie and new games, will continue to reflect their input and the elements that initially drew them to the series.