Angry Birds Turns 15: Creative Chief Reflects

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 journey.

Fifteen years since the launch of the first Angry Birds game, its unexpected popularity is undeniable. From its iOS and Android success to merchandise, films, and its role in a significant acquisition by Sega, the franchise has transformed Rovio into a household name, impacting both players and the business world. It has also 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 phenomenon.

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. For over a year, I've served as Creative Officer, ensuring consistency and respect for the IP's characters, lore, and history. My goal is to synergize existing and new products to achieve our 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 and depth. It's colorful and cute, yet tackles themes like inclusion and diversity. It appeals to children and adults, offering both cartoonish charm and the satisfaction of skillful 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 stay true to the core IP. The ongoing conflict between the Angry Birds and the Pigs remains central.

Q: Were you intimidated joining such a significant franchise?

A: It's not just mobile gaming; it's entertainment! Red is practically the face of mobile gaming. The Angry Birds IP is globally recognized. Everyone at Rovio understands the responsibility of upholding this legacy – creating new experiences that resonate with both long-time and new fans. The challenge is amplified by the "building in the open" nature of modern entertainment, with immediate community feedback. It's demanding but rewarding.

Q: What's the future of Angry Birds?

A: Sega recognizes the value of a strong transmedia IP. We're focused on expanding the Angry Birds fandom across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing the franchise to new audiences. We aim to deliver a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. We're collaborating closely with John Cohen and his team, who deeply understand and appreciate the IP.

Q: Why is Angry Birds so successful?

A: Angry Birds has meant different things to different people. Our 15th-anniversary reflections reveal diverse player stories – from first video game experiences to the realization of the phone's potential. Some cite Angry Birds Toons, others their extensive merchandise collections. Millions of fans, millions of stories, and countless ways to engage with the IP. This breadth – "something for everyone" – is key to its success.

Q: A message to fans?

A: Thank you for your incredible journey with us. Your passion and creativity have shaped Angry Birds. We're inspired by your fan art and theories. With the upcoming movie, new games, and other projects, we'll continue listening to you. We have something for everyone who loves Angry Birds.