“Players want to engage with brands, not just consume them” – Mattel on its new Game Studios arm, why it’s releasing on Roblox, and what it learnt from NetEase
By In August, Mattel declared it was establishing Mattel Game Studios, a fresh global development entity that aims to create games rooted in its proprietary IP.
The initiative operates under Mattel Digital Studios, and its formation comes after the February revelation that Mattel had secured full ownership of Mattel163, a partnership that was initiated by Mattel and Chinese gaming company NetEase back in 2018.
In a discussion with GamesIndustry.biz, Marcus Liassides, SVP and global leader of Mattel Digital Studios, states that the company’s newly established Games Studios division “mirrors the progression” its digital gaming sector has experienced.
Marcus Liassides | Image credit: Mattel
“We have achieved success through licensing, mobile publishing, and creator platforms, and consolidating those skills under one studio gives us a more defined identity and a more cohesive strategy,” he explains. “Whether it’s a familiar game like Phase 10, the recently revealed self-published titles such as Uno Wild and an upcoming Hot Wheels experience, or collaborations on licensed games like Hot Wheels Infinite Rush and Masters of the Universe: Dragon Pearl of Destruction, we are curating a diverse portfolio that represents how individuals interact with games presently.
“Ultimately, our objective is straightforward: to transition physical play into the digital realm by developing virtual experiences and games based on Mattel IP that encourage ongoing engagement for enthusiasts of all ages. Digital gaming has become one of the main avenues through which individuals explore and connect with entertainment, and our brands merit a dedicated organization that prioritizes this potential.”
In its announcement press release, Mattel stated that its newly established gaming division comprised “almost 300 artists, designers, engineers, live operations experts, and producers” located in its offices in Los Angeles and Hangzhou. There is currently a division between games the company develops internally and those it licenses to outside collaborators (along with releases such as Skeletor: Until Next Time, which was produced in partnership with the award-winning development outsourcer Amber).
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