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

Angry Birds celebrated its fifteenth anniversary this year, a milestone few predicted when the first game launched. This phenomenal success, spanning mobile games, merchandise, films, and a significant impact on the gaming industry (including its role in Sega's acquisition of Rovio), has cemented Angry Birds and Rovio as household names globally. We spoke with Ben Mattes, Rovio's Creative Officer, to gain insight into the franchise's past, present, and future.

Ben Mattes' Journey at Rovio:

Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been at Rovio for nearly five years. His role as Creative Officer focuses on maintaining the Angry Birds IP's coherence, respecting its established lore and characters, and ensuring synergy across all existing and future products. His vision is to guide the franchise for the next 15 years.

The Creative Heart of Angry Birds:

Mattes describes the Angry Birds creative approach as accessible yet deep, blending colorful visuals with serious themes like inclusion and diversity. This broad appeal, resonating with children and adults alike, has fueled successful partnerships and projects. The challenge now lies in innovating while staying true to the core elements of the IP – the enduring conflict between the Angry Birds and the Pigs.

The Weight of a Global Icon:

Mattes acknowledges the immense responsibility of working on such a globally recognized franchise. Red, the Angry Birds mascot, is often considered the face of mobile gaming. The team strives to create new experiences that resonate with both longtime fans and newcomers, a challenge amplified by the "building in the open" nature of modern entertainment development, with constant community feedback.

The Future of Angry Birds:

With Sega's understanding of transmedia value, Rovio is focused on expanding the Angry Birds fandom across all platforms. The upcoming Angry Birds Movie 3 is a key element of this strategy, aiming to introduce new audiences to the world of Angry Birds. Collaboration with producer John Cohen ensures a deep understanding and love for the IP, resulting in new characters, themes, and storylines that complement other projects.

The Secret to Success:

Mattes attributes Angry Birds' success to its broad appeal, offering something for everyone. From being a first videogame experience for some, to a symbol of the evolving capabilities of mobile phones for others, Angry Birds has resonated deeply with millions, creating a diverse and engaged fanbase. The sheer volume of fan stories and engagement methods highlights the IP's remarkable reach.

A Message to the Fans:

Mattes expresses gratitude to the loyal fans whose passion and engagement have shaped the Angry Birds universe. He promises continued engagement with the community, creating new content and experiences that will continue to resonate with long-time fans and newcomers alike.