Angry Birds Turns 15: Insider Look from Creative Chief

This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, behind-the-scenes insights have been scarce. To remedy this, I connected with Rovio's Creative Officer, Ben Mattes, for an exclusive interview.

Fifteen years have passed since the launch of the first Angry Birds game, and its phenomenal success surprised many. From its initial iOS and Android triumphs to its extensive merchandise, film franchise, and significant role in Rovio's acquisition by Sega, the impact is undeniable. These feisty birds have propelled Rovio to global recognition, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, they've contributed to Finland's reputation as a mobile game development powerhouse. This prompted my interview with Rovio to explore the inner workings of the franchise.

I was fortunate enough to speak with Ben Mattes, Rovio's Creative Officer, who provided valuable insights into the Angry Birds legacy.

Can you tell us about yourself and your role at Rovio?

My name is Ben Mattes. I've spent nearly 24 years in game development, working at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focusing 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 harmonize our existing and new products to achieve a unified vision for the franchise's next 15 years.

What's been the creative approach to Angry Birds, even before your time at Rovio?

Angry Birds has always balanced accessibility with depth. Its vibrant visuals and charming characters contrast with its exploration of serious themes like inclusion and gender diversity. It appeals to children through its cartoon style yet resonates with parents and grandparents who appreciate the strategic gameplay and satisfying chain reactions. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while innovating and creating new game experiences that remain true to the IP's core values. The enduring conflict between the Angry Birds and the Pigs remains central to new storylines.

Were you intimidated joining such a significant franchise?

It's not just significant in mobile gaming, but in entertainment as a whole! Red, the Angry Birds mascot, is often considered the "face of mobile gaming," comparable to Mario for Nintendo. The Angry Birds IP enjoys global recognition across all age groups.

Everyone at Rovio understands the responsibility of upholding this IP and creating new experiences that resonate with both longtime and new fans. The challenge lies in developing within the context of live service games, content platforms (YouTube, Instagram, TikTok), and social media, essentially "building in the open." This constant feedback loop from the community adds pressure but also fosters a collaborative environment.

Where do you see Angry Birds heading in the future?

Sega recognizes the value of a well-established transmedia IP. We're focused on expanding Angry Birds' fanbase across all modern platforms. We're excited about Angry Birds Movie 3 (more updates soon!) and introducing the franchise to new audiences.

We aim to create a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaborating with John Cohen and the film's creative team has been invaluable, as they share our passion for the IP and are actively involved in introducing new characters, themes, and storylines that align with our other projects.

Why do you think Angry Birds is so successful?

Angry Birds has held different meanings for different 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 about Angry Birds Toons or their extensive collections of Angry Birds plush toys.

Millions of fans, millions of stories, and countless ways to engage with the IP, its characters, world, and core experiences. This breadth—something for everyone—is at the heart of Angry Birds' success.

Any message for the fans?

A huge thank you to all our fans for their incredible journey with us. Your passion and engagement have shaped Angry Birds. We're inspired by your fan art and theories. As we expand the Angry Birds universe with the upcoming movie and new projects, we'll continue listening to you. Whatever drew you to Angry Birds, we have something in store for you.