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 unique perspective.

Fifteen years since the first Angry Birds game launched, its phenomenal success continues to surprise. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is undeniable. These irate birds transformed Rovio into a household name, significantly impacting both gaming and Finnish mobile game development alongside studios like Supercell. This prompted an exploration of Rovio's inner workings.

This interview features Ben Mattes, Rovio's Creative Officer, providing insights into the Angry Birds legacy.

Can you tell us about yourself and 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. At Rovio for almost 5 years, my roles have centered 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 focus is on integrating existing and new products to achieve our vision for the 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 tackles themes like inclusion and gender diversity. It appeals to children through its cartoon style, while adults appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled successful partnerships and projects. Our current challenge is to honor this legacy while introducing innovative game experiences that remain true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central.

Were you intimidated joining such a significant franchise?

It's not just mobile gaming; it's all entertainment! Red is considered the face of mobile gaming, comparable to Mario for Nintendo. The Angry Birds IP enjoys global recognition. Everyone at Rovio understands the responsibility of upholding this legacy and creating new experiences that resonate with both longtime and new players. The challenge lies in developing within a highly visible, live-service environment with constant community feedback. It's demanding but rewarding.

What's the future of Angry Birds?

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 new audiences to the Angry Birds world. We aim to deliver a powerful, humorous, and heartfelt story, enhancing the experience through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures alignment with existing projects.

Why is Angry Birds so successful?

Angry Birds has resonated differently with various individuals. Our anniversary celebrations have highlighted diverse player experiences. For some, it was their first game; for others, it represented the transformative potential of mobile phones. Many share stories about Angry Birds Toons and their extensive merchandise collections. This broad appeal, offering something for everyone, is key to its enduring success.

A message to the fans?

A huge thank you to our loyal 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 projects planned for everyone.