Brand Engagement

"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

Mattel has launched Mattel Game Studios to develop games based on its intellectual property, aiming to extend physical play into the virtual world. The company, which acquired its joint venture with NetEase, will focus on internally developed titles and strategic partnerships, emphasizing sustained engagement and authentic brand experiences. Mattel sees gaming as a core pillar of its entertainment ecosystem, with a long-term vision for its new studio to become a leading entertainment-based game developer and publisher.