This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with significant fanfare. However, until now, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a unique perspective.
Fifteen years since the launch of the first Angry Birds game, its phenomenal success remains surprising. From iOS and Android hits to merchandise, films, and a major acquisition by Sega, the impact is undeniable. Angry Birds transformed Rovio into a household name, significantly impacting both players and the business world. It also propelled Finland, alongside developers like Supercell, to the forefront of mobile game development. This context made an interview with Rovio crucial.
I spoke with Ben Mattes, Rovio's Creative Officer, to gain insight into the Angry Birds legacy.
Can you tell us about yourself and your role at Rovio?
My name is Ben Mattes. I've worked in game development for nearly 24 years, including roles at Gameloft, Ubisoft, and 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 and respect for the IP's characters, lore, and history. My goal is to synergize our product portfolio (new and existing) to achieve our vision for the next 15 years of Angry Birds.
What's been the creative approach to Angry Birds, even before your time at Rovio?
Angry Birds has always balanced accessibility with depth. It's colorful and cute yet tackles serious themes like inclusion and gender diversity. It appeals to children (through its cartoon style) and adults (through the satisfaction of precise slingshot aiming or the chaotic fun of Dream Blast). This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating—creating new game experiences true to the IP's core values and the ongoing conflict between the Angry Birds and the Pigs.
Were you intimidated joining such a significant franchise?
Angry Birds transcends mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is arguably the "face of mobile gaming," comparable to Mario for Nintendo. The IP's global recognition from games, toys, and films is immense.
Everyone at Rovio understands the responsibility of upholding this IP – creating new experiences resonating with both longtime and new fans. The challenge lies in developing within a highly visible, live-service environment, constantly receiving community feedback. It's demanding but rewarding.
Where do you see Angry Birds heading?
Sega recognizes the value of a strong transmedia IP. We're focused on expanding Angry Birds' fandom across all platforms. We're excited about Angry Birds Movie 3 (more details soon) and introducing the franchise to new audiences.
We aim to inspire with powerful, humorous, and heartfelt stories, enriching the world through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen and the film's creative team has been exceptional; they deeply understand and love the IP and are working closely with us to introduce new characters, themes, and storylines that align with our other projects.
Why is Angry Birds so successful?
Angry Birds has resonated differently with millions of people. Celebrating 15 years (and planning for the next 15), we've heard countless "Angry Birds Stories." For some, it was their first videogame; for others, it was a revelation of the phone's potential beyond communication. Many share stories of the world opened up by Angry Birds Toons, or proudly display their extensive collections of Angry Birds plush toys.
Millions of fans, millions of stories, and countless ways to engage with the IP. This breadth – "something for everyone" – is at the heart of Angry Birds' enduring success.
A message for the fans?
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 with the upcoming movie, new games, and other projects, we'll continue to listen to you. Whatever drew you to Angry Birds initially, we have something for you.
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