10 billion hours in RobloxToy company Mattel is getting into the videogame business with the launch of Mattel Game Studios, which it says "will develop, publish, and operate original interactive experiences inspired by Mattel’s portfolio of iconic brands." But the approach it's taking to that task is rather different from what we've seen in the past.
The launch of the new division actually arises from a previous enterprise, Mattel163, a joint venture with NetEase that Mattel took full control of earlier this year. Founded in 2019, Mattel163 published a handful of digital card games for mobile devices including Phase 10: World Tour, Skip-Bo, and of course, Uno.
Mattel's acquisition of the company "advances Mattel’s vision to extend physical play to the virtual world by creating digital games and experiences that drive sustained engagement for fans of all ages," a line from the Read Entire Article
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