This year marks the 15th anniversary of Angry Birds, a franchise that began as a simple mobile game and has since grown into a global phenomenon. From hit games to animated series, feature films, and even merchandise empires, Angry Birds has become a cultural cornerstone, solidifying Rovio’s place in mobile gaming history. To commemorate this milestone, I had the opportunity to speak with Ben Mattes, Rovio’s creative officer, for a behind-the-scenes look at what has kept the franchise soaring for a decade and a half.
Ben Mattes, a game development veteran with nearly 24 years of experience at companies like Ubisoft, WB Games Montreal, and Gameloft, has been with Rovio for almost five years. For the past year, his role as creative officer has been laser-focused on Angry Birds. He ensures that every project honors the series’ legacy while evolving the brand to resonate with both its original fans and a new generation of players.
Looking back, Mattes attributes much of Angry Birds’ enduring success to its accessibility, charm, and depth. While the series is colorful and whimsical on the surface, it also explores broader themes such as inclusion and gender diversity, allowing it to appeal to a wide audience. From children delighting in the slingshot mechanics to adults appreciating its nuanced storytelling, Angry Birds has something for everyone.
“The creative approach has always been about balance,” Mattes explained. “It’s colorful and cute but also tackles deeper issues. It appeals to kids but resonates with their parents and grandparents too. That range has led to memorable partnerships and projects over the years.”
The franchise’s broad appeal has also made it a challenge to work on. Mattes noted the responsibility of managing a world-renowned intellectual property (IP) like Angry Birds. To many, Red, the iconic red bird, is synonymous with mobile gaming, much like Mario is for Nintendo. Balancing expectations from longtime fans while introducing new audiences to the series adds a layer of complexity, especially in a highly visible and ever-evolving digital space.
Rovio’s acquisition by Sega has further fueled the series’ transmedia ambitions. Sega recognizes the value of a strong IP, and Mattes is excited about upcoming projects, including The Angry Birds Movie 3. The movie, currently in development with producer John Cohen, aims to introduce new characters and stories that complement Rovio’s broader initiatives in games, merchandise, and fan engagement.
Reflecting on the legacy of Angry Birds, Mattes believes its success lies in its versatility. For some, it was their first introduction to gaming; for others, it marked a turning point in understanding the potential of smartphones as gaming devices. Over the years, the franchise has inspired countless stories, from players who connected with the series through its games or animation to collectors showcasing their treasure troves of plush toys.
“Millions of fans, millions of stories,” Mattes said. “It’s that breadth—‘something for everyone’—that has been at the heart of Angry Birds’ success.”
As for the future, Mattes promises that Rovio has exciting plans in the works. Whether you’re a longtime fan or a newcomer, the Angry Birds universe will continue to expand with fresh titles, deeper lore, and even more ways to connect with its beloved characters.
“I want to say a huge thank you to all the fans who have been with us on this incredible journey,” Mattes shared. “Your passion and creativity have shaped Angry Birds into what it is today. Whatever it is that drew you to the franchise, we’ve got something cooking for you.”
