Rovio's Creative Officer, Ben Mattes, Reflects on 15 Years of Angry Birds

Angry Birds' fifteenth anniversary is a major milestone. To celebrate, we spoke with Rovio's Creative Officer, Ben Mattes, to gain insight into the franchise's enduring success and future plans. Mattes, a veteran game developer with experience at Gameloft, Ubisoft, and WB Games Montreal, has been instrumental in shaping Angry Birds' creative direction for nearly five years.

Mattes highlights the game's unique appeal: accessible yet complex, charming yet thought-provoking. The franchise tackles themes of inclusion and diversity, attracting both children and adults. This broad appeal has fueled successful partnerships and projects. The ongoing challenge, Mattes explains, is to honor the series' legacy while innovating with new game experiences and stories that remain true to the core conflict between the Angry Birds and the Pigs.

The responsibility of working on such an iconic IP isn't lost on Mattes. He acknowledges the pressure of creating new content for a global audience, particularly given the "build in the open" nature of modern entertainment development, where immediate community feedback shapes the product. This transparency, while challenging, allows for direct engagement with fans.

Regarding the future, Mattes emphasizes Sega's understanding of the franchise's transmedia potential. This includes expanding Angry Birds' presence across games, merchandise, films, and other avenues. He expresses excitement for the upcoming Angry Birds Movie 3, highlighting the collaborative spirit with producer John Cohen to introduce new characters and storylines that align with other projects.

Mattes attributes Angry Birds' success to its broad appeal: "something for everyone." The franchise has resonated with millions, creating countless personal stories and diverse ways to engage with the IP, from gaming to collecting merchandise. He concludes with a message of gratitude to fans, promising continued engagement and exciting new projects to keep the Angry Birds legacy thriving.