Angry Birds celebrated its fifteenth anniversary this year, a milestone marked by significant fanfare. However, until now, much of the behind-the-scenes story remained untold. I spoke with Rovio's Creative Officer, Ben Mattes, to gain some insight.

Fifteen years since the launch of the first Angry Birds game—few could have predicted its phenomenal success. From its iOS and Android triumphs to merchandise, films, and its role in a major acquisition by Sega, the impact is undeniable. These irate avians transformed Rovio into a household name, resonating deeply with players and businesses alike. Alongside developers like Supercell, they propelled Finland onto the global stage as a mobile game development powerhouse. This anniversary felt like the perfect time to delve into Rovio's story.

I was fortunate enough to interview Ben Mattes, Rovio's Creative Officer, to gain a behind-the-scenes perspective on the Angry Birds empire—and its evolution.

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

My name is Ben Mattes. I've worked in game development for nearly 24 years, with experience at Gameloft, Ubisoft, and WB Games Montreal. I've been at Rovio for almost 5 years, primarily focused on Angry Birds. For over a year, I've served as Creative Officer, ensuring the IP's future development remains consistent with its characters, lore, and history. My goal is to leverage our existing and new products to achieve a unified vision for the next 15 years of Angry Birds.

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

Angry Birds has always balanced accessibility with depth. It's colorful and cute, yet it tackles serious themes like inclusion and gender diversity. It appeals to children (thanks to the cartoonish style) and adults (who appreciate the satisfying physics and strategic gameplay). This broad appeal has been central to its success, leading to memorable partnerships and projects. Our current challenge is to honor this legacy while also innovating—creating new game experiences that stay true to the core IP pillars and the ongoing 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?

It's not just mobile gaming; it's all entertainment! Red, the Angry Birds mascot, is often considered the "face of mobile gaming," akin to Mario for Nintendo. The Angry Birds IP is globally recognized by people of all ages. Everyone at Rovio understands the responsibility of upholding this legacy—creating new experiences that resonate with both longtime fans ("Yes! That's MY Angry Birds!") and newcomers ("Wow. This IP is much deeper than I thought"). The challenge is significant, especially given the nature of modern entertainment IP development, which often involves live service games, content platforms, and social media—essentially "building in the open" and receiving immediate community feedback. This adds pressure, 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?

Sega understands the value of a well-established IP for transmedia development. We're focused on expanding Angry Birds' fandom across all modern platforms. We're excited about *Angry Birds Movie 3* (more updates coming soon) and look forward to introducing a new audience to the Angry Birds world. We aim to create a powerful, hilarious, and heartfelt story, enriching the experience through games, merchandise, fan art, lore, and community engagement. Our collaboration with John Cohen and the film's creative team has been excellent; they deeply understand and love the IP and are working closely with us to introduce new characters, themes, and storylines that seamlessly integrate with other projects.

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

Angry Birds has meant different things to different people. Celebrating 15 years (and planning for the next 15), we've heard countless "Angry Birds Stories." For some, it was their first video game; for others, it was the moment they realized the potential of their smartphones. Some share stories about *Angry Birds Toons*, while others proudly display their extensive Angry Birds merchandise collections. Millions of fans, millions of stories, and countless ways to engage with the IP, characters, world, and core experiences. I believe this breadth—"something for everyone"—is at the heart of Angry Birds' success.

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

A huge thank you to all our fans for their incredible journey with us. Your passion, creativity, and engagement have shaped Angry Birds into what it is today. We're constantly inspired by your fan art, theories, and lore. As we expand the Angry Birds universe with the upcoming movie, new titles, and other projects, we'll continue to listen to you. Whatever drew you to Angry Birds initially—we have something special in store for you.