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

Angry Birds celebrated its fifteenth anniversary this year with much fanfare, but a behind-the-scenes look remained elusive—until now. I spoke with Rovio's Creative Officer, Ben Mattes, to gain some insight.

Fifteen years since the first Angry Birds game launched, its success story is remarkable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, these irate avians propelled Rovio to household-name status, significantly impacting both players and the business world. Alongside developers like Supercell, they've established Finland as a mobile game development powerhouse. This milestone prompted me to contact Rovio for a behind-the-scenes glimpse.

I interviewed Creative Officer Ben Mattes, who shared his perspectives on the Angry Birds legacy and future.

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

My name is Ben Mattes. I've worked in game development for almost 24 years, including roles at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for nearly 5 years, primarily focusing on Angry Birds. For over a year, I've served as Creative Officer, ensuring all IP-related endeavors maintain coherence, respect the characters, lore, and history, and leverage existing and new products to achieve our vision for the next 15 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 offered a blend of accessibility and depth. Its colorful, cute aesthetic contrasts with serious themes like inclusion and gender diversity, appealing to both children and adults who appreciate the satisfying gameplay and strategic challenges. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while innovating—creating new game experiences that stay true to the IP's core values and the enduring 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?

It's not just mobile gaming; it's all entertainment! Red is arguably the face of mobile gaming, comparable to Mario for Nintendo. The Angry Birds IP enjoys global recognition. Everyone at Rovio understands the responsibility of upholding this legacy—creating new experiences that resonate with longtime fans while captivating new audiences. The challenge lies in developing in a highly visible, live-service environment with constant community feedback, but it's a challenge we embrace.

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

Sega recognizes the value of a strong transmedia IP. We're focused on expanding the Angry Birds fandom across all platforms, including the upcoming Angry Birds Movie 3 (more updates soon). We aim to deliver a powerful, hilarious, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen and his team ensures a deep understanding and love for the IP, introducing new characters, themes, and storylines that complement other projects.

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

Angry Birds has resonated with millions in diverse ways. For some, it was their first videogame; for others, it represented the transformative potential of mobile phones. Many share stories about the engaging Toons series or their extensive collections of Angry Birds merchandise. This breadth of appeal—"something for everyone"—has been key to its enduring success.

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

A huge thank you to our loyal fans. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity and will continue listening as we expand the universe with new movies, games, and projects. We have something for everyone who has ever loved Angry Birds.