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

Angry Birds' 15th anniversary is a significant milestone, and we finally get a behind-the-scenes look at the franchise's enduring success. In an exclusive interview, Creative Officer Ben Mattes shares insights into the creative vision, challenges, and future plans for this iconic mobile gaming phenomenon.

Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for five years, focusing on Angry Birds' creative direction. His role ensures the franchise's continued coherence, respecting its established characters, lore, and history while innovating for the next generation of players.

The Enduring Appeal of Angry Birds:

Mattes highlights Angry Birds' unique approach: accessible yet deep, cute yet thought-provoking. The franchise successfully appeals to a broad audience, from children captivated by the cartoonish visuals to adults who enjoy the strategic gameplay. This broad appeal has fueled memorable partnerships and projects. The challenge now, he explains, is to stay true to this foundation while creating fresh, engaging experiences.

The Pressure of Success:

Mattes acknowledges the immense responsibility that comes with working on such a globally recognized IP. He describes the process as "building in the open," where immediate community feedback shapes the development process, adding both pressure and excitement.

The Future of Angry Birds:

With Sega's acquisition, the future looks bright. Mattes emphasizes the importance of transmedia storytelling, leveraging Angry Birds' success across games, merchandise, films, and other avenues. He expresses enthusiasm for Angry Birds Movie 3, promising a powerful, hilarious, and heartfelt story that expands the Angry Birds universe.

The Secret to Success:

Mattes attributes Angry Birds' success to its broad appeal – "something for everyone." Millions of fans have connected with the franchise in diverse ways, from early adopters of mobile gaming to collectors of Angry Birds merchandise. This wide-ranging engagement has been crucial to its long-term success.

A Message to the Fans:

Mattes concludes with a heartfelt thank you to the dedicated fanbase, emphasizing the importance of their ongoing support and engagement. He reassures fans that future projects will continue to honor their connection with the franchise.