This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with significant 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 journey.

Fifteen years since the launch of the first Angry Birds game, 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, angry birds propelled Rovio to household name status, impacting players and businesses alike, and significantly contributing to Finland's recognition as a mobile game development hub alongside studios like Supercell.

This interview with Ben Mattes, Rovio's Creative Officer, delves into the story of Angry Birds' creation and evolution.

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

A: I'm Ben Mattes, with nearly 24 years in game development at Gameloft, Ubisoft, and WB Games Montreal. At Rovio for almost 5 years, my roles have centered on Angry Birds. Currently, as Creative Officer, I ensure coherence across all IP initiatives, respecting characters, lore, and history. My focus is on integrating 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 important themes like inclusion and diversity. Appealing to both children and adults, it offers a sense of accomplishment (perfect slingshot shots or chaotic cascades in Dream Blast). This broad appeal has driven memorable partnerships and projects. Our current challenge is to maintain 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 established franchise?

A: It's not just a major mobile gaming franchise, but a significant entertainment property. Red, the Angry Birds mascot, is a symbol of mobile gaming, comparable to Mario for Nintendo. The global recognition, across games, toys, and media, is immense. We at Rovio understand the responsibility to create new experiences that resonate with both long-time and new players. The challenge lies in developing within a live-service model, across various platforms (mobile games, YouTube, Instagram, TikTok, X), essentially "building in the open" with immediate community feedback. This visibility adds pressure but also fosters engagement.

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

A: Sega recognizes the value of a strong transmedia IP. We’re building on Angry Birds’ success across games, merchandise, films, and amusement parks, focusing on modern platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing new audiences. We aim to deliver a powerful, humorous, and heartfelt story, deepening engagement through games, merchandise, fan art, lore, and community. Collaboration with John Cohen and his team ensures alignment with our other projects, introducing new characters, themes, and storylines.

Q: Why is Angry Birds so successful?

A: Angry Birds means different things to different people. Our 15th anniversary has highlighted this diversity – from first video game experiences to the realization of the phone's potential. Stories range from the impact of Angry Birds Toons to impressive collections of plush toys. Millions of fans have millions of stories, engaging with the IP in diverse ways. This breadth – "something for everyone" – is key to Angry Birds' enduring success.

Q: A message for long-time fans?

A: A huge thank you to our dedicated fans. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity. With the upcoming movie, new games, and other projects, we'll continue to listen. We have something for everyone who loves Angry Birds.