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, 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 first Angry Birds game launched, its popularity remains astonishing. From its initial iOS and Android success to merchandise, films, and a significant acquisition by Sega, the franchise has become a global phenomenon. Angry Birds has propelled Rovio to household name status and significantly contributed to Finland's reputation as a mobile game development hub, alongside studios like Supercell.

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

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

A: I'm Ben Mattes, with nearly 24 years in game development (Gameloft, Ubisoft, WB Games Montreal). I've been at Rovio for almost 5 years, primarily focused on Angry Birds. As Creative Officer, my role is to ensure consistency and respect for the IP's characters, lore, and history across all products, working towards a cohesive vision for the 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 with depth. It’s visually appealing but also tackles themes like inclusion and diversity. It appeals to children and adults alike, offering both entertainment and a sense of accomplishment. This broad appeal has driven memorable partnerships and projects. Our current challenge is to maintain this while innovating and creating new game experiences 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: It's not just a mobile gaming icon; it's a global entertainment phenomenon. Red, the Angry Birds mascot, is arguably the face of mobile gaming. The team understands the responsibility of upholding the IP's legacy and creating new experiences that resonate with both longtime and new players. The challenge of developing in a highly visible, "open" environment, with immediate community feedback, adds pressure but also fosters engagement.

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

A: Sega recognizes the value of a strong transmedia IP. We’re focused on expanding the Angry Birds fanbase across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing new audiences to the world of Angry Birds. The goal is to create a compelling, humorous, and heartfelt story that integrates seamlessly with our games, merchandise, and community.

Q: Why do you think Angry Birds is so successful?

A: Angry Birds has resonated with millions in diverse ways. For some, it was their first videogame; for others, it was a transformative moment for mobile technology. Many share stories connected to the Angry Birds Toons series or their collections of merchandise. This broad appeal, offering something for everyone, is key to its enduring success.

Q: A message for longtime fans?

A: A huge thank you to our loyal fans! Your passion and engagement have shaped Angry Birds. We're inspired by your creativity and will continue to listen to you as we expand the universe with new movies, games, and projects. We have something for everyone who loves Angry Birds.