Angry Birds Celebrates 15th Anniversary with Creative Insights

Rovio's Creative Officer, Ben Mattes, reflects on Angry Birds' 15th anniversary and its enduring success. Fifteen years after its debut, the franchise's impact on mobile gaming, merchandising, and even film is undeniable. Mattes discusses the creative approach behind Angry Birds, its broad appeal, and the challenges of maintaining its legacy while innovating for a new generation of players.

Mattes' Journey at Rovio and Angry Birds' Creative Evolution:

Mattes, with nearly 24 years in game development, joined Rovio five years ago. His role as Creative Officer focuses on maintaining the IP's coherence, respecting its history and characters, and ensuring synergy across all Angry Birds products. He highlights the franchise's consistent blend of accessibility and depth, appealing to both children and adults. The challenge now is to innovate while staying true to the core elements that defined Angry Birds' success.

A picture of a child and their parent playing Angry Birds on a large screen, with plushes of the characters placed prominently

The Pressure and Privilege of Working on a Beloved Franchise:

Mattes acknowledges the immense responsibility of working on such an iconic IP, recognized globally. The team strives to create experiences that resonate with both longtime and new fans. The "open development" approach, incorporating immediate community feedback, adds pressure but also fosters a dynamic creative process.

The Future of Angry Birds:

With Sega's acquisition, the future of Angry Birds looks bright. Mattes emphasizes the continued expansion across various media, including the upcoming Angry Birds Movie 3. The focus remains on expanding the fandom through games, merchandise, and community engagement. Collaboration with producers who understand and value the IP is key to introducing new characters and storylines.

The Secret to Angry Birds' Success:

Mattes attributes the franchise's enduring appeal to its broad reach – "something for everyone." The diverse ways fans engage with Angry Birds, from gameplay to merchandise to fan art, contribute to its lasting popularity. This diverse engagement, he suggests, is a key factor in the franchise's success.

Angry Birds-themed soda cans feature the round red and pointy yellow birds

A Message to the Fans:

Mattes expresses gratitude to the fans for their continued support and emphasizes the team's commitment to listening to their feedback as they expand the Angry Birds universe. New projects are underway, promising something for every type of Angry Birds enthusiast.