This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable enthusiasm. However, until now, much of the behind-the-scenes story remained untold. This interview with Rovio's Creative Officer, Ben Mattes, offers a unique perspective.

Fifteen years since the first Angry Birds game launched, its phenomenal success is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. Angry Birds transformed Rovio into a household name, significantly impacting both players and the business world. It also propelled Finland, alongside developers like Supercell, to prominence in mobile game development. This interview provides a glimpse behind the scenes.

About Ben Mattes and his Role at Rovio:

Ben Mattes, with nearly 24 years in game development (including stints at Gameloft, Ubisoft, and WB Games Montreal), has been at Rovio for almost 5 years. His focus, as Creative Officer for over a year, is ensuring the Angry Birds IP's future coherence, respecting its characters, lore, and history. He aims to unify existing and new products towards a shared vision for the next 15 years.

The Creative Approach to Angry Birds:

Angry Birds has always balanced accessibility with depth; cute and colorful, yet tackling serious themes like inclusion and gender diversity. It appeals to children and adults alike, offering both cartoonish charm and the satisfaction of skillful gameplay. This broad appeal has driven memorable partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences that remain true to the core IP. The central conflict between the Angry Birds and the Pigs remains the driving force of new stories.

The Intimidation Factor:

The Angry Birds franchise's significance in entertainment, not just mobile gaming, is immense. Red, the mascot, is arguably the face of mobile gaming. The team at Rovio understands the responsibility of upholding this legacy and creating new experiences that resonate with both longtime and new fans. The nature of modern entertainment, with live service games, content platforms, and social media, means "building in the open," constantly receiving feedback from the community. This adds pressure but also fosters a collaborative environment.

The Future of Angry Birds:

Sega recognizes the value of a well-established transmedia IP. Rovio is focused on expanding Angry Birds' fanbase across all modern platforms. Angry Birds Movie 3 is highly anticipated, promising to introduce a new audience to the world of Angry Birds. The goal is to create a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaboration with John Cohen and his team ensures a deep understanding and love for the IP.

The Secret to Angry Birds' Success:

Angry Birds has resonated differently with millions of people. The franchise's success stems from its ability to offer "something for everyone," a breadth of experiences that many IPs aspire to but few achieve. This encompasses the first video game experience for some, the transformative moment of realizing the potential of mobile phones for others, and the enjoyment of the Toons series and collectible merchandise for many more.

A Message to the Fans:

A heartfelt thank you is extended to the fans whose passion and engagement have shaped Angry Birds. Rovio remains committed to listening to the fans and creating new experiences that build upon what made Angry Birds so beloved, promising exciting new projects in the works.