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 since the launch of the first Angry Birds game, its popularity has far exceeded initial expectations. From its iOS and Android success to merchandise, films, and its role in 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 look at the franchise's evolution.

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, aiming for 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 – colorful and cute, yet tackling themes like inclusion and diversity. It appeals to children and adults alike, offering both cartoonish charm and satisfying gameplay. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating with new game experiences that remain true to the core IP and 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; Red is practically the face of mobile gaming, comparable to Mario for Nintendo. The global recognition of Angry Birds carries a huge responsibility to create new experiences that resonate with both longtime and new fans. The modern entertainment landscape, with live service games, content platforms, and social media, means we essentially "build in the open," receiving immediate community feedback. This adds pressure but also fosters engagement.

Q: What's the future of Angry Birds?

A: Sega recognizes the transmedia value of a well-established IP. We're focused on expanding Angry Birds' fanbase across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing a new audience to the world of Angry Birds. We aim to deliver a powerful, humorous, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen ensures a deep understanding and love for the IP.

Q: Why is Angry Birds so successful?

A: Angry Birds has meant different things to different people. Its success lies in its breadth – "something for everyone." It was a first game for some, a revelation for others about the potential of mobile phones. The depth and charm of Angry Birds Toons and the extensive merchandise have created millions of stories and engagement methods.

Q: A message to the 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 listening to you as we expand the universe with the upcoming movie, new games, and other projects. We have something for everyone who loves Angry Birds.