Mattel Game Studios bets on Roblox and Fortnite over Steam and consoles
Mattel converts its Mattel163 operation into Mattel Game Studios and is prioritizing platform-native experiences that could shift where studios invest.
What happened and why it matters
Mattel Game Studios will develop, publish, and operate original interactive experiences inspired by Mattel’s portfolio, and the company is tilting toward platform-native ecosystems like Roblox and Fortnite rather than Steam or traditional consoles. That choice matters because it signals where a large IP holder expects sustained player engagement and developer investment to deliver value for its brands.
Origins and focus
The new division grows out of Mattel163, a joint venture with NetEase that Mattel took full control of earlier this year. Mattel163 was founded in 2019 and published several mobile card games.
Mattel framed the move as part of a push to extend physical play into digital spaces and create experiences meant to drive sustained engagement for fans.
Current projects and platform targets
Mattel Game Studios will continue work on mobile card titles and develop new projects tied to its brands. Known titles connected to this effort include:
- Phase 10: World Tour
- Skip-Bo
- Uno
- Uno Wild, currently in soft launch for mobile
Mattel is also working on a new game based on Hot Wheels. The source does not specify platforms for that Hot Wheels project or firm release dates.
Why Roblox and Fortnite matter to a toy company
Roblox and Fortnite offer high levels of ongoing engagement and platform-native monetization, which helps explain why Mattel is prioritizing those channels. One analyst cited by the reporting estimates roughly 10 billion monthly hours were spent in Roblox in 2025, a scale that traditional storefronts and consoles do not match for platform-native experiences.
The practical effect is that a company with physical IP can treat these platforms as places to run live, branded experiences that keep players returning, rather than one-off ports to Steam or console storefronts.
What to watch next
Watch for wider rollouts or platform announcements for Uno Wild and the Hot Wheels project, and for further details on whether Mattel Game Studios will expand beyond mobile and platform-native experiences. The studio's next updates will clarify whether this signals a longer term shift in where major IP holders direct game development budgets.
