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"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

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"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

The games industry has seen entertainment giants come and go, but Mattel's Marcus Liassides insists this new games-focused division is here for the long haul

In August, Mattel announced it was forming Mattel Game Studios, a new global development organisation with a focus on making games based on its own IP.

The venture sits under Mattel Digital Studios, and its creation follows the February announcement that Mattel had acquired 100% of Mattel163, a joint venture that was established by Mattel and Chinese games firm NetEase back in 2018.

Speaking to GamesIndustry.biz, Marcus Liassides, SVP and global head of Mattel Digital Studios, says the firm's new Games Studios arm "reflects the evolution" its digital games business has undergone.

"We've had success through licensing, mobile publishing, and creator platforms, and bringing those capabilities together under one studio gives us a clearer identity and a more integrated approach," he says. "Whether it's an existing game like Phase 10, the recently announced self-published titles like Uno Wild and an upcoming Hot Wheels experience, or partnerships on licensed games like Hot Wheels Infinite Rush and Masters of the Universe: Dragon Pearl of Destruction, we're building a broad portfolio that reflects how people engage with games today.

"Ultimately, our goal is simple: to extend physical play to the virtual world by creating digital experiences and games based on Mattel IP that drive sustained engagement for fans of all ages.



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