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

Rovio's Creative Officer, Ben Mattes, Reflects on 15 Years of Angry Birds Success

Angry Birds' fifteenth anniversary passed with much celebration, but a behind-the-scenes look remained elusive until now. We spoke with Rovio's Creative Officer, Ben Mattes, to gain insight into the enduring popularity of this iconic franchise.

Few could have predicted the phenomenal success of Angry Birds, from its initial iOS and Android releases to its merchandise empire, film series, and significant role in propelling Finland's mobile gaming industry. The franchise has transformed Rovio into a household name, holding deep meaning for players and business professionals alike. This success prompted a conversation with Rovio, leading to an interview with Ben Mattes.

Ben Mattes and His Role at Rovio

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 the franchise's coherence, respects its history and characters, and coordinates various products to achieve a unified vision for the next 15 years.

The Creative Approach to Angry Birds

Mattes describes Angry Birds as "accessible, but deep," appealing to both children and adults. Its blend of colorful visuals, serious themes (like inclusion and diversity), and satisfying gameplay has fueled memorable partnerships and projects. The challenge now is to honor this legacy while innovating and creating new game experiences that stay true to the core IP. The ongoing conflict between the birds and the pigs remains central to new narratives.

The Intimidation Factor

Mattes acknowledges the weight of working on such a significant franchise. Red, the Angry Birds mascot, is widely recognized as a symbol of mobile gaming. The Rovio team understands the responsibility of creating new experiences that resonate with both longtime and new fans. The highly visible nature of modern entertainment IP development, including live service games and social media engagement, presents unique challenges and pressures.

The Future of Angry Birds

Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding the Angry Birds fandom across all platforms, including the upcoming Angry Birds Movie 3. Collaboration with John Cohen and his team ensures the movie aligns with other projects, introducing new characters and storylines.

The Secret to Angry Birds' Success

Mattes attributes the franchise's success to its breadth of appeal. Millions of fans share diverse experiences and connections with the IP, from early gaming memories to extensive merchandise collections. This "something for everyone" approach is a key element of Angry Birds' enduring popularity.

A Message to the Fans

Mattes expresses gratitude to the fans whose passion and engagement have shaped Angry Birds. He assures them that Rovio continues to listen and will deliver new experiences that cater to what initially drew them to the franchise and keeps them engaged.