Mattel launches new world studios enterprise to develop video games primarily based on its IP

Mattel has introduced the formation of Mattel Game Studios, a worldwide growth organisation that can create video games primarily based on the corporate’s IP. It follows the corporate’s February acquisition of 100% of Mattel163, a three way partnership that was beforehand 50% owned by accomplice agency NetEase.

Mattel Games Studios counts a employees of “nearly 300 artists, designers, engineers, live operations specialists, and producers across Los Angeles and Hangzhou,” the corporate mentioned in a press launch. It will oversee the corporate’s present cell video games, upcoming free-to-play titles and releases on sport platforms like Roblox and Fortnite, and sit inside the Mattel Digital Studios organisation which oversees licenced releases.

The present portfolio constructed up by Mattel163 consists of cell releases UNO!, UNO Wonder, Phase 10, and Skip-Bo, which have racked up over 550 million downloads worldwide and have roughly 20 million month-to-month energetic gamers, the corporate mentioned.

The first title from the brand new Marvel Game Studios was infinite runner Skeletor: Until Next Time!, primarily based on the Masters of the Universe IP, which launched in June. The studio is at present engaged on new releases UNO Wild, at present in mushy launch, and an unnamed Hot Wheels title.

The firm’s push into owned and operated titles follows the massive success of rival toy agency Hasbro, which has seen huge revenues from video games like Monopoly Go and Baldur’s Gate 3.

“Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands,” said Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios. “Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play.”