Angry Birds’ creative officer Ben Mattes gives a glance behind the scenes for the series 15th birthday

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  • Angry Birds fifteenth anniversary took place this year, with much fanfare
  • But we didn’t manage to get much of a look behind the scenes, until now that is
  • I got in touch with Ben Mattes at Rovio to offer us some of his thoughts as creative officer

As a seasoned journalist with years of experience under my belt, I find myself captivated by the tale of Angry Birds and its enduring success. From humble beginnings as a mobile game to a global phenomenon spanning various platforms and industries, this feathery franchise has truly soared to new heights.

For more than fifteen years now, since the debut of the initial Angry Birds game, very few could have predicted its phenomenal success. From its blockbuster launches on iOS and Android, to merchandise, movie adaptations(!), and likely playing a significant role in a major acquisition by a prominent gaming company like Sega, it has truly made an indelible mark on the gaming industry.

Indeed, these unassuming angry birds have played a significant role in making Rovio a widely recognized name, carrying a special significance for both gamers and business professionals. Not only that, but they’ve helped elevate Finland to a status as a mobile game development powerhouse, alongside companies like Supercell. Given this context, I felt it was appropriate to reach out to Rovio and get an inside look at their operations.

It turns out I managed to get creative director Ben Mattes to respond to my queries, so let’s hear his insights on “The Angry Birds” house – first built, then demolished.


Can you tell us a little about yourself and your role at Rovio over the years?

For approximately a quarter-century, I’ve been actively engaged in the game development industry. I’ve had the pleasure of working with companies such as Gameloft, Ubisoft, and WB Games Montreal throughout this period.

I’ve spent nearly five years with Rovio, switching roles but always working on Angry Birds projects. Currently, as Creative Officer, I’ve been dedicating more than a year to Angry Birds specifically. My role is to maintain consistency in our Intellectual Property (IP) development, preserve the characters, lore, and history, and ensure that all products – old and new – align with our vision for the series over the next fifteen years.

Looking back, even before your time at Rovio, what do you think the creative approach has been to Angry Birds?

Angry Birds is not just visually appealing with its bright colors and adorable characters, but it delves into deeper subjects like inclusivity and gender diversity. It’s a game that caters to children (who love cartoons) as well as their adults (or grandparents), offering the satisfaction of mastering precision shots or experiencing the delightful chaos in Dream Blast.

Over the years, the diverse selection of themes has consistently played a significant role in the creative approach of Angry Birds, resulting in some truly iconic collaborations and ventures. Today, our task is to honor this legacy while also seeking out and implementing fresh, innovative ideas. These new concepts revolve around the ongoing struggle between the Angry Birds and their arch-enemies, the swineish and gluttonous Pigs. The narrative in these upcoming games centers on this eternal conflict.

Did you feel at all intimidated coming on to work on a franchise that, even at the time, was so important for mobile gaming?

Instead of focusing solely on mobile gaming, it encompasses all forms of entertainment. To numerous individuals, Red, the emblematic figure of Angry Birds, is similar to Mario for Nintendo – a symbol of mobile gaming. His face and the Angry Birds brand are widely recognized by people of various ages worldwide who have either played the games, purchased related toys, or watched the series and films.

All team members working on Angry Birds at Rovio understand deeply their responsibility to strive for excellence when developing this intellectual property (IP). Our goal is to create extraordinary new experiences that resonate with longtime Angry Birds players who can proudly say, “Yes, that’s my Angry Birds!” while also intriguing newer fans (who might not have experienced the IP in its early days) by showcasing the rich depth and history of this beloved franchise. Naturally, achieving this is quite challenging due to the dynamic nature of contemporary entertainment IP development, which involves creating content for live service games on mobile platforms, content-sharing sites like YouTube, Instagram, or TikTok, and social media networks such as X.

This process can be described as ‘open development’, where we construct a product and promptly gather opinions from our audience about its appeal (or lack thereof). This approach adds an extra layer of intensity, considering the project involves working with a cherished, globally recognized transmedia intellectual property. Yet, it’s also a chance for us to showcase our work in a public arena. It’s a demanding task, but one that we are collectively excited and committed to tackle.

Where do you think Angry Birds will go in the future, as a game series and as a franchise?

Sega recognizes the power of a strong intellectual property (IP) like Angry Birds, which has thrived in multiple areas such as games, merchandise, films, and even theme parks. We’re dedicated to expanding the Angry Birds community across various modern platforms over the coming years. Exciting news about Angry Birds Movie 3 is on the horizon, and we can hardly wait to welcome a new group of fans into the world of Angry Birds!

Our goal is to captivate audiences with a fresh, humorous, emotional tale that immerses them further into our universe via our games, merchandise, fan creations, lore, and community interactions. We’ve enjoyed collaborating with movie producer John Cohen and his innovative team since they share the same passion for this intellectual property and have been eager to collaborate closely with us in introducing novel characters, ideas, and narrative threads that seamlessly complement our ongoing projects.

What do you think is the reason that Angry Birds is so successful?

Over the past fifteen years, Angry Birds has resonated with diverse individuals in various ways. As we look forward to another fifteen years, we’ve had the privilege of conversing with numerous players and creators and learning their unique “Angry Birds Journey”. For some, it was their introduction to video games, while for others, it was that “eureka” moment when they recognized their mobile device could transform into something far beyond just a means to contact friends and family.

As a dedicated gamer, I can’t help but reminisce about the captivating universe I’ve journeyed through in the enchanting tales of Angry Birds Toons. And let me tell you, my friends, the sheer pride I feel when I display my collection of over two hundred adorable Angry Birds plushies is indescribable!

A vast array of enthusiasts, each with their unique tales, and numerous methods to interact with and value the intellectual property, its characters, setting, and fundamental encounters. I believe it is this expansiveness – “an option for all” – that many IPs aim for, but has been instrumental in Angry Birds’ triumph.

Do you have any messages for the fans of the series that have stuck with Angry Birds over the years?

I want to say a huge thank you to all the fans who have been with us on this incredible journey. Your passion, creativity, and engagement have truly shaped Angry Birds into what it is today. We’re constantly inspired by the fan art, the theories, the lore that you create.

In our ongoing efforts to broaden the world of Angry Birds with an upcoming movie, fresh titles, and various projects, we remain attentive to your feedback. Whatever it was that initially attracted you to Angry Birds and maintained your fandom, we’re brewing something special for you!

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2024-12-20 19:48