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 mobile game. Its success spans iOS and Android releases, merchandise, movies, and even contributed to Sega's acquisition of Rovio, making the franchise a global phenomenon. To gain insight into this remarkable journey, we spoke with Ben Mattes, Rovio's Creative Officer.

Ben Mattes' Journey at Rovio: Mattes, a game development veteran with experience at Gameloft, Ubisoft, and WB Games Montreal, has been at Rovio for nearly five years, primarily focusing on the Angry Birds franchise. As Creative Officer, his role centers on maintaining the IP's coherence, respecting its history and characters, and ensuring synergy across all products. His vision is to guide the Angry Birds series for the next 15 years.

The Creative Approach: Mattes describes Angry Birds' creative strategy as a balance of accessibility and depth. The colorful, cute characters appeal to children, while the strategic gameplay satisfies adults. This broad appeal has fueled successful partnerships and projects. The ongoing challenge is to innovate while staying true to the core conflict between the Angry Birds and the Pigs.

The Weight of Legacy: Mattes acknowledges the immense responsibility of working on such an iconic franchise. Red, the Angry Birds mascot, is often considered the "face of mobile gaming," and the team strives to create experiences that resonate with both longtime and new fans. The open nature of modern entertainment development, with constant community feedback, adds another layer of complexity.

The Future of Angry Birds: Mattes highlights Sega's understanding of the franchise's transmedia potential. Future plans include Angry Birds Movie 3 (with further details promised soon), and a continued focus on expanding the Angry Birds fandom across various platforms. Collaboration with the film's producer, John Cohen, ensures alignment between the movie and other projects, introducing new characters and storylines.

The Secret to Success: Mattes attributes Angry Birds' success to its broad appeal, offering "something for everyone." The franchise has touched countless lives, serving as a first video game for some, and a revelation of the mobile phone's potential for others. The vast array of engagement opportunities, from games and merchandise to fan art and community interactions, has cemented its enduring popularity.

A Message to the Fans: Mattes expresses deep gratitude to the fans for their continued support and creative contributions. He assures them that future projects, including the upcoming movie and new games, will continue to honor the spirit of the original while embracing innovation.