Angry Birds: 15 Years of Avian Adventure Revealed

This year marks the fifteenth anniversary of Angry Birds, a milestone celebrated with considerable fanfare. 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 enduring popularity is undeniable. From iOS and Android hits to merchandise, films, and a significant acquisition by Sega, the impact is vast. These seemingly simple, irate birds transformed Rovio into a household name, significantly impacting both players and the business world. Furthermore, alongside developers like Supercell, Angry Birds contributed to establishing Finland as a mobile game development powerhouse. This context made this interview with Rovio particularly timely.

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 roles have centered on Angry Birds, and for over a year, he's served as Creative Officer. His focus is maintaining the IP's coherence, respecting its characters, lore, and history, while ensuring synergy across all products to shape the franchise's future.

The Creative Approach to Angry Birds:

Angry Birds has always balanced accessibility with depth. Its colorful, cute aesthetic contrasts with its exploration of themes like inclusion and gender diversity. The games appeal to both children and adults, offering satisfying gameplay and a sense of accomplishment. This broad appeal has fueled memorable partnerships and projects. The challenge now is to honor this legacy while innovating with new game experiences true to the IP's core. The ongoing conflict between the Angry Birds and the Pigs remains central to new storylines.

The Intimidation Factor:

Mattes acknowledges the immense pressure of working on such a significant franchise. Red, the Angry Birds mascot, is considered by many as the "face of mobile gaming," comparable to Mario for Nintendo. The team understands the responsibility of creating new experiences that resonate with both longtime and new fans. The modern entertainment landscape presents unique challenges, with much development occurring in live service games, across content platforms (YouTube, Instagram, TikTok), and social media. This "building in the open" approach, while demanding, allows for immediate community feedback.

The Future of Angry Birds:

Sega's acquisition highlights the value of established IPs across various media. Rovio is focused on expanding the Angry Birds fanbase across all platforms. The upcoming Angry Birds Movie 3 is a key part of this strategy. The goal is to deliver a powerful, humorous, and heartfelt story, enriching the world through games, merchandise, fan art, lore, and community engagement. Collaboration with producer John Cohen ensures a deep understanding and respect for the IP.

The Secret to Angry Birds' Success:

Angry Birds' success stems from its ability to resonate with diverse audiences. The franchise offers something for everyone, from a first gaming experience to a symbol of the evolving capabilities of mobile devices. Millions of fans share personal stories connected to the games, cartoons, merchandise, and more. This broad appeal is the key to its enduring success.

A Message to the Fans:

Mattes expresses gratitude to the fans whose passion and engagement have shaped Angry Birds. The team is inspired by fan art, theories, and lore. Future projects, including the new movie and games, will continue to incorporate fan feedback, ensuring that the core elements that initially attracted fans are maintained and expanded upon.