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

Angry Birds celebrated its 15th anniversary this year, a milestone few predicted for this seemingly simple game. Its success spans iOS and Android releases, merchandise, films, and even a significant role in Sega's acquisition of Rovio. This interview with Ben Mattes, Rovio's Creative Officer, offers a behind-the-scenes look at the franchise's enduring appeal.

Ben Mattes' Journey at Rovio:

Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for five years, primarily focused on the Angry Birds franchise. As Creative Officer, he ensures consistency and respect for the IP's characters, lore, and history across all products, aiming to guide the series' future for the next 15 years.

The Creative Approach to Angry Birds:

The enduring appeal of Angry Birds, Mattes explains, lies in its accessibility and depth. It's visually appealing to children, yet offers a sense of accomplishment for adults. This broad appeal has fueled successful partnerships and projects. The challenge now is to maintain this balance while innovating with new game experiences that remain true to the core IP.

The Pressure of a Beloved Franchise:

Mattes acknowledges the significant pressure of working on such a globally recognized IP. The nature of modern entertainment, with its focus on live service games, content platforms, and social media, means working in a highly visible, feedback-driven environment. This presents challenges but also opportunities for engagement with the community.

The Future of Angry Birds:

With Sega's understanding of transmedia, the franchise's future looks bright. Rovio is focused on expanding Angry Birds' reach across all platforms, including the upcoming Angry Birds Movie 3. The goal is to create a powerful, humorous, and heartfelt narrative that resonates with both existing and new fans. Collaboration with producer John Cohen ensures a deep understanding and love for the IP, leading to new characters, themes, and storylines that integrate seamlessly with other projects.

The Secret to Angry Birds' Success:

Mattes attributes the franchise's success to its broad appeal: "something for everyone." From being a first video game experience for some to a symbol of the evolving capabilities of mobile phones for others, Angry Birds has created countless personal connections and memories. The vast array of engagement methods – games, merchandise, fan art, and community – further contributes to its enduring popularity.

A Message to the Fans:

Mattes expresses gratitude to the fans, whose passion and creativity have shaped the Angry Birds universe. He assures them that Rovio continues to listen and will deliver new experiences that cater to what made them fall in love with Angry Birds in the first place.