Ben Mattes Unveils Behind-the-Scenes of Angry Birds' 15th Anniversary

This year marks the fifteenth anniversary of the iconic Angry Birds series, a milestone celebrated with great enthusiasm. While we've seen plenty of festivities, the inner workings of the franchise have remained somewhat elusive—until now. I had the privilege of speaking with Ben Mattes, the Creative Officer at Rovio, to gain insights into the world behind the scenes of this beloved game.

Since its inception fifteen years ago, Angry Birds has grown from a simple mobile game into a global phenomenon. From its success on iOS and Android platforms to a wide array of merchandise, feature films, and even fueling a significant acquisition by Sega, the impact of these feisty birds is undeniable. Rovio has become synonymous with mobile gaming, elevating Finland's status as a hub for game development, much like Supercell.

To delve deeper into the creative process and future plans, I reached out to Rovio and was fortunate enough to connect with Ben Mattes. Here's what he had to share about the evolution and future of Angry Birds.

Can you tell us a little about yourself and your role at Rovio over the years?

My name is Ben Mattes, and I've been involved in game development for nearly 24 years, working with companies like Gameloft, Ubisoft, and WB Games Montreal. I joined Rovio almost five years ago, focusing on various roles all centered around Angry Birds. For the past year and a half, I've been the Creative Officer, ensuring that our work with the IP remains coherent, respects our characters, lore, and history, while also aligning our products to shape the future of the series for the next fifteen years.

Looking back, even before your time at Rovio, what do you think the creative approach has been to Angry Birds?

Angry Birds has always been about accessibility with depth, blending colorful and cute visuals with serious themes such as inclusion and gender diversity. It appeals to children through its cartoonish charm and to adults through the satisfaction of mastering the game mechanics. This broad thematic range has been central to our creative strategy, leading to memorable partnerships and projects. Our challenge now is to honor this legacy while innovating new game experiences and stories centered around the eternal conflict between the Angry Birds and the Pigs.

Did you feel at all intimidated coming on to work on a franchise that, even at the time, was so important for mobile gaming?

Angry Birds isn't just significant in mobile gaming; it's a major player in all entertainment. Red, the Angry Birds mascot, is often seen as the face of mobile gaming, much like Mario is for Nintendo. At Rovio, we're keenly aware of the responsibility to uphold and expand the IP, creating experiences that resonate with both long-time fans and new audiences. It's a challenging task, especially in the era of live service games and social media, where feedback is immediate and highly visible.

Where do you think Angry Birds will go in the future, as a game series and as a franchise?

With Sega's acquisition, we're looking to leverage Angry Birds' established success across various media, from games and licensed products to feature films and amusement parks. We're excited about the upcoming Angry Birds Movie 3 and are committed to expanding the franchise's reach. Our goal is to inspire audiences with new, engaging stories and deepen their connection to the Angry Birds universe through our games, merchandise, and community.

What do you think is the reason that Angry Birds is so successful?

Angry Birds has resonated with millions in various ways. For some, it was their first video game; for others, it was a revelation about the potential of mobile devices. Fans have shared stories of their engagement with the series, from collecting plush toys to appreciating the depth of Angry Birds Toons. The success of Angry Birds lies in its ability to offer something for everyone, a breadth that many IPs strive for but that Angry Birds has achieved.

Do you have any messages for the fans of the series that have stuck with Angry Birds over the years?

I want to extend a heartfelt thank you to all our fans who have been with us on this incredible journey. Your passion and creativity have been pivotal in shaping Angry Birds. As we continue to expand the universe with new movies, games, and projects, we remain committed to listening to you and delivering content that resonates with what drew you to Angry Birds in the first place.