Angry Birds\' creative officer Ben Mattes gives a glance behind the scenes for the series 15th birthday

Angry Birds: 15 Years of Flight and Future Plans – An Interview with Rovio's Creative Officer

This year marks the 15th anniversary of Angry Birds, a milestone few predicted when the first game launched. From its initial iOS and Android success to movies, merchandise, and a significant impact on the mobile gaming industry (even influencing Sega's acquisitions!), Angry Birds has become a global phenomenon, significantly boosting Finland's mobile game development reputation alongside studios like Supercell. To celebrate, we spoke with Rovio's Creative Officer, Ben Mattes, for a behind-the-scenes look.

About Ben Mattes and his Role at Rovio:

Ben Mattes brings nearly 24 years of game development experience (Gameloft, Ubisoft, WB Games Montreal) to his role at Rovio. For over a year, he's served as Creative Officer, ensuring Angry Birds' future projects remain consistent with its established characters, lore, and history while leveraging existing and new products to achieve a unified vision for the next 15 years.

The Creative Approach to Angry Birds:

Ben highlights Angry Birds' unique blend of accessibility and depth. Its colorful and cute aesthetic contrasts with its exploration of serious themes like inclusion and gender diversity, appealing to both children and adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled successful partnerships and projects. The ongoing challenge is to honor this legacy while innovating with new game experiences that stay true to the core IP—the enduring conflict between the Angry Birds and the Pigs.

The Pressure of Working on a Beloved Franchise:

Ben acknowledges the immense responsibility of working on such a significant IP, especially considering Red's status as a symbol of mobile gaming. The team is keenly aware of the need to create new experiences that resonate with both longtime fans and a new generation of players. The "building in the open" nature of modern entertainment, with immediate community feedback, adds pressure but also fosters valuable engagement.

The Future of Angry Birds:

With Sega's understanding of the transmedia potential of established IPs, Rovio is focused on expanding Angry Birds' reach across all modern platforms. Upcoming projects include Angry Birds Movie 3 (details soon to be announced), aiming to introduce a new audience to the franchise's world through games, merchandise, fan art, lore, and community engagement. Collaboration with producer John Cohen ensures a deep understanding and love for the IP, leading to new characters, themes, and storylines that seamlessly integrate with other projects.

The Secret to Angry Birds' Success:

Ben attributes Angry Birds' success to its broad appeal – "something for everyone." The franchise has resonated with millions in diverse ways, from being a first video game experience to a symbol of the evolving potential of mobile phones. The depth and charm of Angry Birds Toons, along with the extensive merchandise, have created a rich tapestry of fan experiences and engagement.

A Message to the Fans:

Ben expresses gratitude to the fans whose passion and engagement have shaped Angry Birds. He emphasizes Rovio's commitment to listening to the community as the Angry Birds universe expands with new movies, games, and projects, promising something for every fan, old and new.