Ben Mattes Reveals Behind-the-Scenes of Angry Birds on Its 15th Anniversary

This year marks the fifteenth anniversary of the iconic game series, Angry Birds, which was celebrated with great enthusiasm. However, until now, we haven't had much insight into the behind-the-scenes magic that keeps this franchise thriving. To delve deeper, I reached out to Ben Mattes, the Creative Officer at Rovio, for his perspective on the evolution and future of Angry Birds.

Angry Birds has come a long way since its debut, becoming a phenomenon across various platforms from iOS and Android to merchandise and even a successful film series. Its impact was so profound that it played a significant role in Sega's acquisition of Rovio. This game not only put Rovio on the global map but also elevated Finland's status in the mobile gaming industry, alongside developers like Supercell.

With such a rich history, it seemed fitting to explore the inner workings of Rovio. Fortunately, I managed to connect with Ben Mattes, who has been instrumental in steering the creative direction of Angry Birds. Let's dive into what he shared about the franchise's journey and future plans.

Interview with Ben Mattes, Creative Officer at Rovio

Can you tell us a little about yourself and your role at Rovio over the years?
My name is Ben Mattes. I've been working in game development for nearly 24 years, with experiences at Gameloft, Ubisoft, and WB Games Montreal. I joined Rovio about five years ago, focusing on various roles centered around Angry Birds. For the past year, I've been the Creative Officer, ensuring that our work with the IP is coherent, respectful to our characters and history, and aligned with our vision for the next 15 years.

Looking back, even before your time at Rovio, what do you think the creative approach has been to Angry Birds?
Angry Birds has always aimed to be accessible yet deep, colorful yet tackling serious themes like inclusion and gender diversity. It appeals to both kids and adults, offering a sense of accomplishment from a well-aimed slingshot or the chaotic fun of Dream Blast. This wide-ranging approach has led to memorable partnerships and projects. Our current challenge is to stay true to these roots while innovating new game experiences and stories centered around the eternal conflict between the Angry Birds and the Pigs.

Did you feel at all intimidated coming on to work on a franchise that, even at the time, was so important for mobile gaming?
Absolutely, it's not just about mobile gaming but entertainment as a whole. Red, the mascot of Angry Birds, is often seen as the face of mobile gaming, much like Mario for Nintendo. Everyone at Rovio feels the responsibility to create new, exciting experiences that both long-time fans and new players can appreciate. The challenge is amplified by the immediate feedback loop from our community across various platforms, but it's a challenge we embrace.

Where do you think Angry Birds will go in the future, as a game series and as a franchise?
With Sega's understanding of transmedia, we're focused on expanding Angry Birds' reach across games, licensed products, films, and even amusement parks. We're excited about the upcoming Angry Birds Movie 3 and are working closely with the creative team to introduce new characters and stories that align with our broader projects. Our goal is to inspire and engage fans through a powerful, hilarious, and heartfelt narrative.

What do you think is the reason that Angry Birds is so successful?
Angry Birds has resonated with millions in different ways. For some, it was their first video game; for others, it showcased the potential of mobile devices beyond communication. The franchise's broad appeal, offering something for everyone, has been key to its enduring success.

Do you have any messages for the fans of the series that have stuck with Angry Birds over the years?
I want to extend a heartfelt thank you to all the fans who have been part of this incredible journey. Your passion and creativity have shaped Angry Birds. As we expand the universe with new movies, games, and projects, we'll continue to listen to your feedback. Whatever initially drew you to Angry Birds, we have something exciting planned for you.