Mattel moves into $58 billion mobile gaming market with new studio, Mattel163

The move is part of Mattel’s new focus on developing a wide variety of digital experiences based on its iconic global brands.
Publish date:
Social count:
0 0uno.jpg

Mattel is ramping up its efforts in the mobile gaming space with the creation of a new studio, Mattel163.

The global toy maker has entered into a joint venture with NetEase, a leading global internet technology and video game company to form a new publishing and development studio.

The move is part of Mattel’s new focus on developing a wide variety of digital experiences based on its iconic global brands.

The initiative will kick off with the creation of an UNO mobile game.

“Mobile gaming is growing at a phenomenal pace, and is estimated to generate nearly $58 billion in global revenue by 2018,” said Sid Mathur, Mattel executive vice president and chief strategy and development officer.

“By combining NetEase’s leadership in game development and publishing with Mattel’s expansive portfolio of global consumer brands, Mattel163 is poised to build captivating and creative mobile experiences.”

A China-based internet technology company, NetEase is recognised as one of the world’s leading mobile game developers. With a global market capitalisation of more than $40 billion, NetEase is ranked among the world’s top earning mobile game publishers.

The company is responsible for developing many of the world’s top-earning mobile gaming franchises, including Fantasy Westward Journey, The Ghost, Onmyoji and Rules of Survival.

“Mattel has been defining the future of learning and play for generations and we are honoured to be partnering to create a new world-class publishing and development studio in gaming and education,” said Benjamin Ha, corporate vice president at NetEase and CEO of NetEase Capital.

“By combining NetEase’s global footprint and established roots in gaming and education with Mattel’s iconic consumer brands, Mattel163 will be able to bring even more creative and innovative gaming and educational experiences to users around the world.”

Mattel163’s first title will be based on Mattel’s popular UNO game, now available on Facebook Messenger and coming soon as a mobile app to iOS and Android devices.

UNO will include unique features and fresh modes of play designed to appeal to a worldwide audience. The firm will now seek to create more mobile games and education apps inspired by Mattel brands including Barbie, Hot Wheels, Fisher-Price and Thomas & Friends.


Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.