Angry Birds Turns 15: Exclusive Insight from Creative Officer

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. To remedy this, I connected with Rovio's Creative Officer, Ben Mattes, for an exclusive interview.

Fifteen years since the original Angry Birds game launched, its unexpected popularity is undeniable. From iOS and Android successes to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, irate birds propelled Rovio to household name status, resonating deeply with players and businesses alike. Furthermore, they contributed significantly to establishing Finland as a mobile game development powerhouse, alongside studios like Supercell. This prompted my interview with Rovio to explore the inner workings of the franchise.

I spoke with Ben Mattes, Rovio's Creative Officer, to delve into the story of Angry Birds' creation and evolution.

Can you share insights into 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 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 across all products. My goal is to leverage our existing and new projects to achieve a unified 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. Its colorful and cute aesthetic tackles serious themes like inclusion and gender diversity. It appeals to children through its cartoon style, yet also resonates with parents and grandparents who 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 new game experiences that remain true to the core IP. The ongoing 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 a mobile gaming icon; it's an entertainment giant! Red, the Angry Birds mascot, is often considered the "face of mobile gaming," comparable to Mario for Nintendo. The Angry Birds IP is globally recognized by people of all ages.

Everyone at Rovio understands the responsibility of upholding this IP, creating new experiences that resonate with longtime fans and attract new ones. The challenge lies in developing within the public eye, receiving immediate feedback on live service games, content across platforms like YouTube and TikTok, and social media. This creates pressure but also fosters a collaborative environment.

What's the future for Angry Birds as a game and franchise?

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

We aim to deliver a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen and the film's creative team reflects a shared passion for the IP, introducing new characters and storylines that complement other projects.

Why do you think Angry Birds is so successful?

Angry Birds has meant different things to different people. Our anniversary celebrations have revealed countless personal stories. For some, it was their first videogame; for others, it was a revelation of the phone's potential beyond communication. Many share stories inspired by Angry Birds Toons, while others showcase extensive merchandise collections.

Millions of fans, millions of stories, and diverse engagement methods underscore Angry Birds' success. Its broad appeal—something for everyone—is a key factor.

A message for longtime fans?

A huge thank you to all our fans for their incredible journey with us. Your passion and creativity have shaped Angry Birds. We're inspired by your fan art and theories. With the upcoming movie, new games, and other projects, we'll continue listening to you. We have something special for everyone who connected with Angry Birds.