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

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 predicted for this seemingly simple game. Its impact extends far beyond mobile gaming, encompassing merchandise, films, and even influencing the perception of Finland as a mobile game development hub. To gain insight into this remarkable success, we spoke with Ben Mattes, Rovio's Creative Officer.

Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been with Rovio for nearly five years, focusing on Angry Birds' creative direction. His role involves ensuring future projects remain consistent with the IP's core values, characters, and history while exploring new avenues for growth.

Reflecting on Angry Birds' creative approach, Mattes highlights its accessibility and depth, appealing to both children and adults. The franchise's success stems from its ability to blend lighthearted visuals with more substantial themes, including diversity and inclusion. This broad appeal has fueled memorable partnerships and projects. The challenge now, he explains, is to honor this legacy while innovating and introducing new game experiences that stay true to the IP's foundation.

Asked about the pressure of working on such an iconic franchise, Mattes acknowledges the responsibility of upholding its legacy while creating experiences that resonate with both longtime and new fans. The highly visible nature of modern entertainment development, including live service games and social media engagement, adds another layer of complexity. This "building in the open" approach, while challenging, allows for direct community feedback, shaping the development process.

Looking to the future, Mattes emphasizes Sega's understanding of the value of established IP and Rovio's commitment to expanding Angry Birds' reach across all modern platforms. He expresses excitement about Angry Birds Movie 3, promising a powerful, humorous, and heartfelt story that will deepen audience engagement with the world of Angry Birds. Collaboration with producer John Cohen is highlighted as crucial in introducing new characters, themes, and storylines that complement existing projects.

Mattes attributes Angry Birds' success to its broad appeal – “something for everyone.” The franchise has resonated with millions through various touchpoints, from early gaming experiences to extensive merchandise collections, creating a multitude of personal connections and narratives.

In a final message to fans, Mattes expresses gratitude for their enduring support and emphasizes Rovio's commitment to listening to their feedback as the Angry Birds universe continues to expand. He assures fans that regardless of what initially drew them to the franchise, future projects will offer something to continue captivating their imaginations.