Angry Birds Celebrates 15 Years of Innovation

Rovio's Creative Officer, Ben Mattes, Reflects on 15 Years of Angry Birds Success

Angry Birds' 15th anniversary passed with considerable fanfare, but a behind-the-scenes perspective remained elusive—until now. This interview with Rovio's Creative Officer, Ben Mattes, offers insights into the enduring appeal of this iconic franchise.

Few anticipated the phenomenal success of Angry Birds, from its initial iOS and Android releases to its merchandise empire, film series, and significant role in Sega's acquisition of Rovio. The franchise has catapulted Rovio to global recognition and solidified Finland's position in mobile game development, alongside studios like Supercell.

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, dedicated to the Angry Birds IP as Creative Officer. His role focuses on maintaining creative coherence, respecting the established lore and characters, and ensuring synergy across the franchise's various products to shape its future.

The Enduring Appeal of Angry Birds

Mattes describes Angry Birds' creative approach as accessible yet deep, combining colorful, cute aesthetics with exploration of themes like inclusion and diversity. This broad appeal resonates with children and adults alike, who appreciate both the cartoonish charm and the strategic satisfaction of gameplay. The challenge now lies in staying true to this foundation while innovating with new game experiences and storylines centered on the ongoing conflict between the birds and pigs.

The Pressure of a Global Icon

Mattes acknowledges the immense responsibility in working on such a globally recognized IP. The pressure is amplified by the "building in the open" nature of modern entertainment, where immediate community feedback shapes development. This visibility presents challenges but also fosters a collaborative approach with the fanbase.

The Future of Angry Birds

Sega's acquisition underscores the value of established IPs across various media. Rovio is committed to expanding Angry Birds' reach through modern platforms, including the highly anticipated Angry Birds Movie 3 (with updates promised soon). The goal is to create compelling stories and experiences that engage both long-time fans and newcomers. Collaboration with producer John Cohen ensures a deep understanding and respect for the IP, integrating new characters and storylines across various projects.

The Secret to Success

Mattes attributes Angry Birds' success to its broad appeal—something for everyone. From being a first videogame experience for some to representing a pivotal moment in mobile technology for others, Angry Birds has resonated with millions in countless ways, fostering a diverse and engaged fanbase.

A Message to the Fans

Mattes expresses gratitude to the fans whose passion and engagement have shaped Angry Birds. He assures them that future projects, including the upcoming movie and new game titles, will continue to reflect their input and celebrate the core elements that have made the franchise so enduring.