Celebrating 15 Years: Behind the Scenes at Angry Birds

This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with significant fanfare. However, until now, much of the behind-the-scenes story remained untold. To shed light on this iconic franchise, I spoke with Rovio's Creative Officer, Ben Mattes.

Fifteen years since the launch of the first Angry Birds game, its enduring popularity is undeniable. From its initial success on iOS and Android to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, irate birds have propelled Rovio to global recognition, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, Angry Birds has contributed to Finland's reputation as a mobile gaming powerhouse. This prompted me to contact Rovio for a behind-the-scenes perspective.

I was fortunate enough to interview Ben Mattes, Creative Officer, to gain insight into the creation and evolution of the Angry Birds franchise.

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

My name is Ben Mattes. I've worked in game development for nearly 24 years, 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 consistency and respect for the IP's characters, lore, and history. My goal is to integrate all products (new and existing) to achieve a unified vision for the franchise's 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. It's visually appealing yet tackles themes like inclusion and gender diversity. It appeals to children through its cartoonish style but also resonates with 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, creating new game experiences that remain true to the core IP. The central narrative continues to revolve around the conflict between the Angry Birds and the Pigs.

Were you intimidated joining such a significant franchise?

Angry Birds' impact extends beyond mobile gaming; it's a global entertainment phenomenon. Red, the mascot, is arguably the face of mobile gaming, comparable to Mario for Nintendo. The IP enjoys widespread recognition among people of all ages.

Everyone at Rovio understands the responsibility of upholding this legacy – creating new experiences that resonate with both longtime and new players. The nature of modern IP development, with live service games, content platforms, and social media, means we essentially "build in the open," receiving immediate feedback. This adds pressure but also fosters a strong connection with the community.

Where do you see Angry Birds going in the future?

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

We aim to create a powerful, humorous, and heartfelt story, deepening engagement through games, merchandise, fan art, lore, and community interaction. We've collaborated closely with John Cohen and his team, who share a deep understanding and appreciation for the IP.

Why do you think Angry Birds is so successful?

Angry Birds has held different meanings for different people. Our anniversary celebrations have highlighted the diverse player experiences. For some, it was their first videogame; for others, it was a pivotal moment in the evolution of mobile technology. Many share stories of the impact of Angry Birds Toons or their extensive collections of merchandise.

Millions of fans and millions of stories showcase the IP's broad appeal. This "something for everyone" approach is at the heart of Angry Birds' enduring success.

A message to the fans?

Thank you to all the fans who have been with us on this incredible journey. Your passion and engagement have shaped Angry Birds. We're constantly inspired by your creativity. As we expand the universe with the upcoming movie and other projects, we'll continue listening to you. We have something special in store for everyone who has been a part of the Angry Birds community.