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

It's been an incredible fifteen years since the debut of the first game in the Angry Birds series, and it's safe to say that few could have predicted its monumental success. From its initial hit releases on iOS and Android to a sprawling empire that includes merchandise, film series, and a major acquisition by Sega, Angry Birds has truly transformed the gaming landscape.

These irate yet charming birds have not only made Rovio a household name but have also significantly contributed to Finland's reputation as a hub for mobile game development, alongside other developers like Supercell. Curious about the magic behind the scenes, I reached out to Rovio for a deeper look into the creative process that has kept Angry Birds soaring.

Fortunately, I was able to connect with Ben Mattes, Rovio's Creative Officer, who shared his insights on the journey and future of Angry Birds. Let's dive into what he had to say about the franchise that has captured hearts worldwide.

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

My name is Ben Mattes. With nearly 24 years in game development, including time at Gameloft, Ubisoft, and WB Games Montreal, I've been with Rovio for almost five years now. My focus has always been on Angry Birds, and for over a year, I've been the Creative Officer, ensuring our projects respect the IP's characters, lore, and history while pushing the series forward 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. It's colorful and cute, yet it tackles serious themes like inclusion and gender diversity. It appeals to both kids and adults, offering a sense of accomplishment from mastering the game's physics. This broad appeal has driven memorable partnerships and projects, and our challenge now is to innovate while staying true to the core essence of Angry Birds.

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 about mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is as iconic as Mario for Nintendo. Everyone at Rovio feels the responsibility to honor this IP, creating new experiences that resonate with long-time fans and attract new audiences. It's challenging, especially with live services and social media 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?

With Sega's understanding of transmedia, we're set to expand Angry Birds across games, merchandise, films, and even amusement parks. We're excited about the upcoming Angry Birds Movie 3 and are working closely with the creative team to introduce new characters and stories that align with our ongoing projects. Our goal is to deepen fans' engagement with the Angry Birds universe.

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

Angry Birds has touched millions in various ways. For some, it was their first video game; for others, it transformed their phones into entertainment devices. The depth and charm of Angry Birds Toons, the extensive merchandise, and the community's engagement have all contributed to its success. It's this wide-ranging appeal that has made Angry Birds a beloved franchise.

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

To our dedicated fans, thank you for being part of this incredible journey. Your passion and creativity have shaped Angry Birds. As we expand the universe with new movies, games, and projects, we'll continue to listen to you and create experiences that resonate with what drew you to Angry Birds in the first place.