Angry Birds Chief Shares Insights on 15th Anniversary

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

Angry Birds celebrated its 15th anniversary this year, a milestone few anticipated when the first game launched. This success story, encompassing hit mobile games, merchandise, films, and a significant acquisition by Sega, has transformed Rovio into a household name and cemented Finland's position in mobile game development. To gain insight into this phenomenon, we spoke with Ben Mattes, Rovio's Creative Officer.

Ben Mattes' Journey at Rovio:

Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been at Rovio for nearly five years, primarily focusing on the Angry Birds franchise. As Creative Officer, he ensures the IP's future development remains consistent with its core values and history, while leveraging existing and new products to achieve a cohesive vision for the next 15 years.

The Creative Approach to Angry Birds:

Mattes highlights Angry Birds' unique blend of accessibility and depth. Its colorful, cute aesthetic complements more serious themes like inclusion and gender diversity, appealing to both children and adults. This broad appeal has fueled memorable partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences that remain true to the IP's core elements – the ongoing conflict between the Angry Birds and the Pigs.

The Pressure of a Global Icon:

Mattes acknowledges the responsibility of working on such a globally recognized franchise. Red, the Angry Birds 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 long-time and new fans. The nature of modern entertainment, with its emphasis on live service games and constant community feedback, adds a layer of complexity and visibility to the development process.

The Future of Angry Birds:

With Sega's acquisition, the focus is on expanding the Angry Birds fandom across all platforms. Mattes expresses excitement about Angry Birds Movie 3, emphasizing the collaborative effort with producers who understand and value the IP's core elements. The goal is to deliver a powerful, humorous, and heartfelt story that integrates seamlessly with other Angry Birds projects.

The Secret to Angry Birds' Success:

Mattes attributes Angry Birds' enduring success to its broad appeal – "something for everyone." The franchise has created countless individual stories and connections for millions of fans, from being their first videogame to representing a pivotal moment in the evolution of mobile technology. This diverse engagement with the IP, its characters, and its world is the key to its longevity.

A Message to the Fans:

Mattes expresses gratitude to the fans for their unwavering support and creativity, emphasizing their role in shaping the Angry Birds universe. He assures fans that future projects, including the upcoming movie and new game titles, will continue to listen to and engage with the community.