This year marks the fifteenth anniversary of the iconic Angry Birds series, celebrated with much enthusiasm and fanfare. While the public celebrations have been well-documented, the inner workings of the series have remained somewhat mysterious—until now. I reached out to Ben Mattes, the Creative Officer at Rovio, to gain some insights into the creative process and future plans for this beloved franchise.
Since its debut, Angry Birds has transcended mere gaming to become a cultural phenomenon. From dominating iOS and Android platforms to spawning a universe of merchandise, animated films, and even contributing to Rovio's acquisition by Sega, the impact of these irate birds is undeniable. They've not only made Rovio a household name but also elevated Finland's status in the global mobile gaming industry, alongside other Finnish developers like Supercell.
Curious about the magic behind the scenes, I was fortunate enough to connect with Ben Mattes, who shared his perspective on the franchise's journey and future.
Interview with Ben Mattes, Creative Officer at Rovio
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 in game development for nearly 24 years, with experiences at companies like Gameloft, Ubisoft, and WB Games Montreal. I joined Rovio almost five years ago, focusing exclusively on Angry Birds as the Creative Officer for the past year. My role is to ensure that our work with the IP remains coherent, respects our characters, lore, and history, while also guiding the franchise towards its future 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 aimed to be both accessible and deep, with a colorful and cute aesthetic that also tackles serious themes like inclusion and gender diversity. It appeals to a wide audience—from children drawn to the cartoons to adults who enjoy the challenge of a perfectly aimed slingshot. This broad appeal has driven memorable partnerships and projects, and our ongoing challenge is to maintain this essence while innovating new 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?
Absolutely, the impact of Angry Birds goes beyond mobile gaming—it's a cornerstone of modern entertainment. Red, our mascot, is often seen as the face of mobile gaming, akin to Mario for Nintendo. Working on such a beloved IP comes with a significant responsibility to create experiences that resonate with long-time fans and attract new audiences. The pressure is heightened by the immediate feedback we receive through live service games and social media, but it's a challenge we're eager to tackle.
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' reach across various platforms—from games and merchandise to films and amusement parks. We're particularly excited about the upcoming Angry Birds Movie 3 and are working closely with producer John Cohen to introduce new characters and story arcs that align with our other projects, deepening the franchise's universe and engaging fans across multiple touchpoints.
What do you think is the reason that Angry Birds is so successful?
Angry Birds' success lies in its ability to mean different things to different people. From being someone's first video game to sparking the realization of a phone's potential beyond calling, the franchise has touched millions of lives in diverse ways. This broad appeal and the multitude of engagement opportunities—from games and toons to plush toys—have been central to its enduring popularity.
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 into what it is today. As we expand the universe with new movies, games, and projects, we'll continue to listen to you and create content that resonates with what initially drew you to the franchise. We have exciting things planned for you, so stay tuned!
