This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. However, until now, behind-the-scenes insights have been scarce. To remedy this, I spoke with Rovio's Creative Officer, Ben Mattes, to gain his perspective.

Fifteen years since the first Angry Birds game launched, 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 profound. These seemingly simple, irate birds catapulted Rovio to global recognition, resonating deeply with players and businesses alike. Furthermore, alongside developers like Supercell, they significantly elevated Finland's standing in the mobile gaming world. This prompted my interview with Rovio for a behind-the-scenes look.

I secured an interview with Creative Officer Ben Mattes to answer my questions about the Angry Birds legacy. Let's delve into his insights.

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

My name is Ben Mattes. I've spent nearly 24 years in game development, working at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focusing on Angry Birds. For over a year, I've served as Creative Officer, ensuring consistency and respect for the IP's characters, lore, and history. My goal is to synergize existing and new products to achieve our vision for the next 15 years of Angry Birds.

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

Angry Birds has always balanced accessibility and depth. It's visually appealing yet addresses serious themes like inclusion and gender diversity. It captivates children with its cartoonish charm while engaging adults with its satisfying gameplay and strategic challenges. This broad appeal has driven memorable partnerships and projects. Our current challenge is to honor this legacy while innovating—creating new game experiences faithful to the IP's core principles. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.

Were you intimidated joining such a significant franchise?

It's not just a major mobile gaming franchise, but a significant entertainment brand. Red, the Angry Birds mascot, is practically the face of mobile gaming, comparable to Mario for Nintendo. The Angry Birds IP is globally recognized by people of all ages.

Everyone at Rovio understands the responsibility of upholding this IP—creating new experiences that resonate with longtime fans and captivate newcomers. The challenge lies in developing within the public eye, constantly receiving feedback from the community. This adds pressure, but we embrace it.

Where do you see Angry Birds heading?

Sega recognizes the value of a well-established, transmedia IP. We're focused on expanding Angry Birds' reach across all modern platforms. We're excited about Angry Birds Movie 3 (more details soon) and introducing Angry Birds to new audiences.

We aim to inspire with powerful, humorous, and heartfelt stories, deepening engagement through games, merchandise, fan art, lore, and community. Our collaboration with John Cohen and the film's creative team is excellent because they deeply understand and appreciate the IP.

Why is Angry Birds so successful?

Angry Birds has meant different things to different people. Over the years, we've heard countless "Angry Birds Stories." For some, it was their first videogame; for others, it was a revelation of the mobile phone's potential. Many share stories about Angry Birds Toons or their extensive collections of Angry Birds plush toys.

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

A message to the fans?

A huge thank you to our loyal fans. Your passion and engagement have shaped Angry Birds. We're inspired by your creativity. As we expand the Angry Birds universe with the upcoming movie and new projects, we'll continue listening to you. We have something for everyone who loves Angry Birds.