Angry Birds' Creative Officer Shares Insights on 15th Anniversary

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 triumphs to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, irate birds propelled Rovio to global recognition, significantly impacting both the gaming industry and Finland's mobile game development landscape alongside companies like Supercell.

This interview with Ben Mattes, Rovio's Creative Officer, delves into the past, present, and future of the Angry Birds franchise.

Q: Can you share your background and role at Rovio?

A: I'm Ben Mattes, with nearly 24 years in game development, including roles at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost five 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 while leveraging existing and new products to achieve 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. Its colorful and cute aesthetic contrasts with serious themes like inclusion and gender diversity. It appeals to children through its cartoon style but also resonates with adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating new game experiences that remain true to the core IP pillars, focusing on the ongoing conflict between the Angry Birds and the Pigs.

Q: Was working on such a significant franchise intimidating?

A: It's not just significant in mobile gaming, but across all entertainment! Red is practically the face of mobile gaming. The Angry Birds IP enjoys global recognition across all age groups.

Everyone at Rovio understands the responsibility of upholding this IP – creating new experiences that resonate with both long-time and new players. The challenges are immense, particularly given the nature of modern entertainment IP development, which often involves live service games, content platforms (YouTube, Instagram, TikTok), and social media. This "building in the open" approach, while demanding, allows for immediate community feedback.

Q: What's the future of Angry Birds as a game series and franchise?

A: Sega recognizes the value of a well-established 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. Collaborating with John Cohen and his team has been excellent, as they deeply understand and appreciate the IP.

Q: Why do you think Angry Birds is so successful?

A: Angry Birds has meant different things to different people. Celebrating 15 years has given us the opportunity to hear countless "Angry Birds Stories." For some, it was their first videogame; for others, it was a revelation of the mobile phone's potential. The breadth of engagement – encompassing games, cartoons, merchandise, and more – creates a "something for everyone" appeal that many IPs strive for but few achieve.

Q: Any message for long-time fans?

A: 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 things in store for you, whatever initially drew you to Angry Birds.