This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a glimpse into the franchise's remarkable success.

Fifteen years after the original game's release, the enduring popularity of Angry Birds is undeniable. Its impact extends beyond the successful iOS and Android releases, encompassing merchandise, a film series, and a significant role in Rovio's growth, culminating in its acquisition by Sega. Angry Birds has transformed Rovio into a household name, impacting both players and the business world, and contributing significantly to Finland's reputation as a mobile game development hub alongside companies like Supercell.

This interview with Ben Mattes provides insights into the creative journey of Angry Birds.

On his role at Rovio: Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost 5 years, primarily focusing on Angry Birds. As Creative Officer, his role is to ensure consistency and respect for the IP's characters, lore, and history across all products, aiming for a cohesive vision for the next 15 years.

On the creative approach to Angry Birds: Mattes highlights the franchise's accessibility and depth, appealing to a broad audience. The colorful, cute aesthetic coexists with serious themes like inclusion and gender diversity, attracting both children and adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled memorable partnerships and projects. The ongoing challenge is to honor this legacy while innovating with new game experiences that remain true to the core IP. The enduring conflict between the Angry Birds and the Pigs remains central to new storylines.

On the pressure of working on such a significant franchise: Mattes acknowledges the immense responsibility of working on an IP with such global recognition and impact. Red, the Angry Birds mascot, is seen by many as the face of mobile gaming. The team strives to create new experiences that resonate with both long-time and new fans, a challenge amplified by the "building in the open" nature of modern live service games and the constant feedback from the community.

On the future of Angry Birds: Sega's acquisition highlights the enduring value of the IP across various media. Rovio is focused on expanding the Angry Birds fanbase across all modern platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy, aiming to introduce the world of Angry Birds to a new generation. Collaboration with John Cohen and his team ensures a deep understanding and respect for the IP, introducing new characters and storylines that complement existing projects.

On the reasons for Angry Birds' success: Mattes attributes the success to its broad appeal, offering something for everyone. The franchise has become a significant part of many people's lives, from being their first video game to representing a pivotal moment in the evolution of mobile technology. The diverse range of engagement, from games and merchandise to cartoons and fan art, fosters a strong and lasting connection with millions of fans.

Message to fans: Mattes expresses gratitude to the fans for their unwavering support and creativity, emphasizing the importance of their feedback in shaping the future of Angry Birds. New projects, including the upcoming movie, are designed to continue engaging and delighting fans, honoring what made them fall in love with the franchise in the first place.