Angry Birds\' creative officer Ben Mattes gives a glance behind the scenes for the series 15th birthday

Angry Birds: 15 Years of Flight – An Interview with Rovio's Creative Officer

This year marks the 15th anniversary of Angry Birds, a milestone few predicted when the first game launched. From its initial iOS and Android success to merchandise, films, and a significant acquisition by Sega, the franchise has become a global phenomenon, solidifying Finland's position in mobile game development alongside studios like Supercell. To celebrate, we spoke with Rovio's Creative Officer, Ben Mattes, to gain insight into the past, present, and future of this iconic franchise.

On his Role and Angry Birds' Creative Approach:

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, primarily focused on Angry Birds. As Creative Officer, he ensures consistency across all Angry Birds products, respecting the established characters, lore, and history while developing a cohesive vision for the franchise's next 15 years. He highlights Angry Birds' unique blend of accessibility and depth, appealing to both children and adults, and its successful incorporation of diverse themes, including inclusion and gender diversity. The challenge now is to honor this legacy while innovating with new game experiences that remain true to the core IP.

On the Pressure of Working on a Beloved Franchise:

Mattes acknowledges the immense responsibility of working on such a globally recognized IP, where Red, the Angry Birds mascot, is often considered the "face of mobile gaming." He emphasizes the team's dedication to creating new experiences that resonate with both longtime fans and newcomers. The open nature of modern IP development, with constant community feedback, adds another layer of pressure, but the team embraces this challenge.

On the Future of Angry Birds:

With Sega's understanding of the transmedia potential of established IPs, Rovio is focused on expanding Angry Birds' reach across all modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, promising a new story that will deepen fans' connection to the world. Collaboration with producer John Cohen ensures alignment between the film and other projects, introducing new characters and storylines that complement existing content.

On the Secret to Angry Birds' Success:

Mattes attributes Angry Birds' enduring appeal to its broad reach – "something for everyone." From being a first videogame experience for some to a pivotal moment in the evolution of mobile technology for others, the franchise has created countless personal connections. The sheer volume of fan engagement, across games, merchandise, and fan-created content, demonstrates the IP's diverse and lasting impact.

A Message to the Fans:

Mattes expresses gratitude to the fans whose passion and creativity have shaped Angry Birds. He assures them that future projects, including the upcoming movie and new games, will continue to honor their contributions and deliver experiences that resonate with the core of what makes Angry Birds so special.