Creative Genius Behind 'Angry Birds' Reveals Secrets on Its 15th

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 unique perspective.

Fifteen years since the first Angry Birds game launched, its unexpected popularity is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, angry birds transformed Rovio into a household name, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, they've elevated Finland's status as a mobile game development hub. This prompted an interview to explore Rovio's inner workings.

This conversation with Ben Mattes, Rovio's Creative Officer, reveals insights into 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, respecting 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 serious themes like inclusion and gender diversity. It appeals to children (cartoons!) and their parents (the satisfying slingshot). This broad appeal has driven memorable partnerships. Our current challenge is to uphold this while innovating, creating new game experiences true to the core IP and the ongoing conflict between the birds and the pigs.

Q: Were you intimidated joining such an important franchise?

A: It's not just mobile gaming; it's entertainment! Red is considered the "face of mobile gaming." The Angry Birds IP is globally recognized. Everyone at Rovio understands the responsibility of upholding this IP and creating new experiences that resonate with both longtime and new players. The challenge lies in the "building in the open" nature of modern entertainment, with immediate community feedback. This visibility adds pressure but also fosters collaboration.

Q: Where do you see Angry Birds going in the future?

A: Sega recognizes the transmedia value of a strong IP. We're focused on expanding Angry Birds' fandom across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing new audiences. We aim to inspire with powerful, humorous, and heartfelt stories, expanding the world through games, merchandise, fan art, lore, and community. Collaboration with John Cohen and his team ensures alignment with other projects.

Q: Why is Angry Birds so successful?

A: Angry Birds has meant different things to different people. Celebrating 15 years, we've heard countless stories. For some, it was their first videogame; for others, it was a revelation about the potential of mobile phones. Many share stories about Angry Birds Toons or 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 for the fans?

A: A huge thank you to our loyal fans! Your passion and engagement shaped Angry Birds. We're inspired by your art, theories, and lore. With the upcoming movie, new games, and other projects, we'll continue listening to you. Whatever drew you to Angry Birds, we have something for you.