Rovio's Ben Mattes Unveils Behind-the-Scenes Secrets for Angry Birds' 15th

This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable 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 first Angry Birds game launched, its phenomenal success is undeniable. From its initial iOS and Android triumphs to its merchandise empire, film franchise, and significant role in Rovio's growth (and subsequent acquisition by Sega), the impact is clear. Angry Birds has made Rovio a household name, impacting both players and the business world, and contributing significantly to Finland's reputation as a mobile game development hub alongside companies like Supercell.

This interview provides a rare glimpse behind the curtain. Ben Mattes, Rovio's Creative Officer, shares insights into the creation and evolution of this iconic franchise.

On his role and background: Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost 5 years, primarily focused on Angry Birds. As Creative Officer, he ensures the IP's future development remains consistent with its established characters, lore, and history, while leveraging existing and new products to achieve a unified vision for the next 15 years.

On Angry Birds' creative approach: Mattes highlights the franchise's accessibility and depth, appealing to both children (through its cartoonish aesthetic) and adults (through its challenging gameplay and sense of accomplishment). This broad appeal has fueled memorable partnerships and projects. The ongoing challenge is to honor this legacy while introducing innovative game experiences that remain true to the core IP. The central conflict between the Angry Birds and the Pigs remains a key narrative element.

On the pressure of working on such a significant franchise: Mattes acknowledges the immense responsibility that comes with working on an IP as globally recognized as Angry Birds. Red, the franchise mascot, is considered by many as the face of mobile gaming. The team is acutely aware of the need to create new experiences that resonate with both longtime fans and a new generation of players. The nature of modern entertainment, with its emphasis on live service games, content platforms (YouTube, Instagram, TikTok), and social media (X), presents unique challenges and pressures. This "building in the open" approach, with immediate community feedback, adds another layer of complexity.

On the future of Angry Birds: Sega's acquisition highlights the franchise's transmedia value. Rovio is focused on expanding Angry Birds' fanbase across all modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce new audiences to the world of Angry Birds. Collaboration with producer John Cohen and his team ensures a deep understanding and respect for the IP, introducing new characters, themes, and storylines that complement other projects.

On the reasons for Angry Birds' success: Mattes attributes the franchise's success to its broad appeal, offering something for everyone. From being a first videogame experience for some to a pivotal moment in the evolution of mobile phones for others, Angry Birds has resonated with millions in diverse ways. The breadth of engagement—through games, merchandise, fan art, and community—is central to its enduring popularity.

Message to fans: Mattes expresses gratitude to the fans whose passion and creativity have shaped Angry Birds. He assures them that future projects, including the upcoming movie and new games, will continue to honor their connection to the franchise.