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. I spoke with Rovio's Creative Officer, Ben Mattes, to gain some insight.

Fifteen years since the launch of the first Angry Birds game, its phenomenal success is undeniable. From its iOS and Android triumphs to its merchandise empire, film franchise, and significant role in Sega's acquisition of Rovio, the impact is undeniable. These seemingly simple, irate birds propelled Rovio to global recognition, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, they've established Finland as a leading force in mobile game development. This prompted me to contact Rovio for a behind-the-scenes look.

I was fortunate enough to interview Creative Officer Ben Mattes. Let's delve into his perspective on the Angry Birds legacy:

Can you tell us about yourself and your role at Rovio?

My name is Ben Mattes. I have nearly 24 years of professional game development experience, including roles at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focused on Angry Birds. For over a year, I've served as Creative Officer, ensuring the IP's future development remains consistent with its characters, lore, and history. My goal is to leverage existing and new products to achieve a unified vision for the next 15 years.

What's been the creative approach to Angry Birds, even before your time at Rovio?

Angry Birds has always balanced accessibility with depth. Its colorful and cute aesthetic contrasts with its exploration of serious themes like inclusion and gender diversity. It appeals to children through its cartoon style but also to adults who appreciate the strategic gameplay and satisfying physics. This broad appeal has fueled memorable partnerships and projects. Our current challenge is to honor this legacy while innovating and creating new game experiences that remain true to the core IP. The enduring conflict between the Angry Birds and the Pigs remains central.

Were you intimidated joining such a significant franchise?

It's not just a mobile gaming icon, but an entertainment powerhouse! Red, the Angry Birds mascot, is often considered the "face of mobile gaming," akin to Mario for Nintendo. The Angry Birds IP resonates globally with people of all ages through games, toys, and media.

Everyone at Rovio understands the responsibility of upholding this legacy—creating new experiences that resonate with both longtime and new fans. The challenge lies in developing within the context of modern live-service games, content platforms (YouTube, Instagram, TikTok), and social media. This "building in the open" approach, while demanding, allows for immediate community feedback. It's challenging but rewarding.

Where do you see Angry Birds heading?

Sega recognizes the value of a strong transmedia IP. We're committed to expanding Angry Birds' reach across all modern platforms. We're excited about Angry Birds Movie 3 (more updates soon) and introducing the franchise to new audiences.

We aim to create a powerful, humorous, and heartwarming story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaborating with John Cohen and his team has been fantastic, as they deeply understand and appreciate the IP, working closely with us to introduce new characters, themes, and storylines.

Why is Angry Birds so successful?

Angry Birds has meant different things to different people. Celebrating 15 years (and planning for the next 15), we've heard countless "Angry Birds stories." For some, it was their first video game; for others, it was a revelation of the phone's potential. Many share stories of the Angry Birds Toons series or their vast collections of plush toys.

Millions of fans, millions of stories, and countless ways to engage with the IP. This broad appeal—"something for everyone"—is the core of Angry Birds' success.

A message to the fans?

A huge thank you to all the fans who've been with us. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity. As we expand the universe, we'll continue listening to you. Whatever drew you to Angry Birds, we have something special coming.