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, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a unique perspective.

Fifteen years since the first Angry Birds game launched, its success story is remarkable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is undeniable. Angry Birds transformed Rovio into a household name and significantly boosted Finland's mobile game development reputation alongside studios like Supercell.

This interview delves into the creative journey of Angry Birds, past and future.

On 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 5 years. His current role as Creative Officer focuses on maintaining the Angry Birds IP's coherence, respecting its characters, lore, and history, while also ensuring synergy across all products to shape the franchise's next 15 years.

On the Creative Approach to Angry Birds:

Angry Birds has always balanced accessibility and depth—cute and colorful, yet addressing themes like inclusion and gender diversity. It appeals to children and adults alike, offering both cartoonish charm and the satisfaction of strategic gameplay. This broad appeal has driven memorable partnerships and projects. The 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 future narratives.

On the Pressure of Working on a Major Franchise:

Mattes acknowledges the immense pressure of working on such a significant IP, recognized globally. The team feels a responsibility to create experiences that resonate with both longtime and new fans. The nature of modern entertainment, with live service games, content platforms (YouTube, Instagram, TikTok), and social media (X), means "building in the open," constantly receiving community feedback. This adds pressure but also fosters a collaborative environment.

On the Future of Angry Birds:

Sega's acquisition highlights the value of the established Angry Birds transmedia franchise. Rovio is focused on expanding its reach across all modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce new audiences to the world of Angry Birds. The collaboration with producer John Cohen emphasizes a shared understanding and love for the IP, ensuring new characters, themes, and storylines align with other projects.

On the Reasons for Angry Birds' Success:

Angry Birds' success stems from its broad appeal, offering something for everyone. It has been the first videogame for some, a revelation of mobile phone capabilities for others, and a source of endless entertainment through various media. The sheer volume of fan engagement, from artwork to theories and collected merchandise, underlines the franchise's diverse and lasting impact.

A Message to the Fans:

Mattes expresses gratitude to the fans, whose passion and creativity have shaped Angry Birds. Rovio continues to listen to the community and plans to deliver new experiences that honor what made Angry Birds so beloved, while also expanding the universe with new movies, games, and projects.