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 success.
Fifteen years since the first Angry Birds game, its popularity has far surpassed initial expectations. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the franchise has propelled Rovio to global recognition. Angry Birds, alongside developers like Supercell, has significantly contributed to Finland's reputation as a mobile game development powerhouse.
This interview with Ben Mattes explores the past, present, and future of the Angry Birds universe.
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). At Rovio for almost 5 years, my focus has been on Angry Birds. As Creative Officer, I ensure consistency across all IP endeavors, respecting characters, lore, and history. My goal is to synergize existing and new products to achieve our 15-year vision for the franchise.
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 alike—kids love the cartoons, while adults 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 with new game experiences that remain true to the core IP. The central narrative remains the ongoing conflict between the Angry Birds and the Pigs.
Q: Were you intimidated joining such a significant franchise?
A: Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red is practically the face of mobile gaming. The responsibility of upholding this iconic IP is immense—creating new experiences that resonate with both longtime and new players. The modern entertainment landscape, particularly live service games, content platforms (YouTube, Instagram, TikTok), and social media (X), presents unique challenges. This "building in the open" approach, with immediate community feedback, adds pressure but also fosters engagement.
Q: What's the future of Angry Birds as a game series and franchise?
A: Sega recognizes the value of a strong transmedia IP. We're focused on expanding Angry Birds' fanbase across all platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing new audiences to the world of Angry Birds. We aim to deliver a powerful, funny, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and the film's creative team ensures alignment with other projects.
Q: Why is Angry Birds so successful?
A: Angry Birds resonates differently with each person. Over the years, we've heard countless "Angry Birds stories"—from first video game experiences to the realization of the phone's potential. Some connect with Angry Birds Toons, others with the extensive merchandise. This breadth of engagement—something for everyone—is key to its enduring success.
Q: A message for longtime fans?
A: Thank you for your unwavering support. Your passion and creativity have shaped Angry Birds. We're inspired by your art, theories, and lore. With the upcoming movie, new games, and other projects, we'll continue to listen and deliver experiences that resonate with what you love about Angry Birds.
