Angry Birds Turns 15: Creative Officer Ben Mattes Unveils Secrets

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 wildly popular franchise. From its initial iOS and Android success to movies, merchandise, and its role in propelling Finland's mobile gaming scene, Angry Birds has become a global phenomenon. We spoke with Ben Mattes, Rovio's Creative Officer, to gain insight into the franchise's past, present, and future.

Ben Mattes' Journey at Rovio:

Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been with Rovio for nearly five years. His role as Creative Officer focuses on maintaining the Angry Birds IP's coherence, respecting its established characters and lore while simultaneously exploring new creative avenues for the next 15 years.

The Creative Approach:

Mattes describes the Angry Birds creative approach as a blend of accessibility and depth. The franchise's colorful and cute aesthetic appeals to children, while the strategic gameplay satisfies adults. This broad appeal has facilitated memorable partnerships and projects. The ongoing challenge, Mattes explains, is to honor the established elements while innovating new game experiences that remain true to the franchise's core.

The Weight of a Legacy:

Mattes acknowledges the responsibility that comes with working on such an iconic IP. The Angry Birds brand, particularly Red, is synonymous with 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 game development, where immediate community feedback shapes the product's evolution.

The Future of Angry Birds:

With Sega's acquisition, Rovio is focused on expanding the Angry Birds universe across various platforms. Mattes highlights the upcoming Angry Birds Movie 3 and the commitment to engaging fans through games, merchandise, and community interaction. Collaboration with producer John Cohen ensures that new characters, themes, and storylines align seamlessly with existing projects.

The Secret to Success:

Mattes attributes Angry Birds' success to its broad appeal: "something for everyone." The franchise has resonated with players on multiple levels, from its role as a first gaming experience to its impact on the perception of mobile devices. The sheer volume of fan stories, engagement with merchandise, and diverse ways to interact with the IP demonstrate its widespread appeal.

A Message to the Fans:

Mattes expresses gratitude to the dedicated fans whose passion and creativity have shaped Angry Birds. He assures them that future projects will continue to reflect their input and cater to what initially drew them to the franchise.