Mattel163
Mattel163 is a mobile games studio turning Mattel IP into free-to-play hits.
Mattel163 operates in the Publisher & Media Owner segment.
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Distinction
Mattel163 is a mobile games studio and publisher, not Mattel’s broader toy manufacturing business and not a standalone gaming console or app store platform. It is best understood as a digital games operation built around Mattel-owned entertainment IP.
- Founded
- 2017
- Headquarters
- 333 Continental Blvd, El Segundo, CA 90245, USA
- Core Segment
- Publisher & Media Owner
- Company Size
- 201–500
- Official Links
- Website
- Verified
- 2026-04-22
Key insights about Mattel163
Mattel163: About
The company operates as a mobile game developer and live-service publisher built around licensed internal IP from Mattel. It creates digital card and casual games, distributes them through mobile app ecosystems, then monetises player engagement over time via a free-to-play model. Its economic model relies on attracting large consumer audiences with well-known brands, retaining them through events and progression loops, and converting engagement into recurring in-app spend and advertising revenue.
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Technology
Mattel163: Market Position
Mattel163 is a mobile games studio focused on developing and operating free-to-play digital adaptations of Mattel-owned card and casual game brands, including UNO, Phase 10 and Skip-Bo. It was founded in 2017 as a joint venture between Mattel and NetEase, and the provided financial evidence shows Mattel moved in 2026 to acquire full ownership. The company sits at the intersection of digital gaming and brand IP monetisation, using familiar franchises to attract large casual gaming audiences.
The business earns revenue primarily from in-app purchases and in-app advertising across its mobile game portfolio. Its customers are end consumers rather than enterprise buyers: casual mobile players, card-game fans and socially oriented gamers. Value creation depends on live operations, recurring events, progression systems, cross-promotion between titles and the reuse of established Mattel intellectual property to support acquisition, retention and monetisation.
Mattel163: Frequently Asked Questions
What is Mattel163?
Mattel163 is a mobile games studio that develops and operates free-to-play mobile titles based on Mattel brands such as UNO, Phase 10 and Skip-Bo.
Who uses Mattel163?
Its products are used by consumers, especially casual mobile gamers, card-game players and fans of social multiplayer mobile experiences.
How does Mattel163 make money?
It mainly earns revenue from in-app purchases and in-app advertising within its free-to-play mobile game portfolio.
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