Toymaker Mattel Inc. announced Tuesday it has entered into a joint venture with NetEase Inc., a leading Chinese internet technology and video game company, to form a world-class publishing and development studio to be called Mattel163.
Drawing on NetEase’s leading expertise in digital content and gaming, the studio aims to bring to market a wide variety of digital experiences based on Mattel’s global brands, Mattel said in a statement issued from its headquarters in El Segundo.
“Mobile gaming is growing at a phenomenal pace, and is estimated to generate nearly $58 billion in global revenue by 2018,” said Mattel Executive Vice President and Chief Strategy and Development Officer Sid Mathur. “By combining NetEase’s leadership in game development and publishing with Mattel’s expansive portfolio of global consumer brands, Mattel163 is poised to build captivating and creative mobile experiences.”
A pioneering China-based internet technology company, NetEase is widely recognized as one of the world’s leading mobile game developers. With a global market capitalization of more than $40 billion, NetEase is ranked among the world’s top-earning mobile game publishers. The company is responsible for developing many of the world’s most popular mobile gaming franchises, including Fantasy Westward Journey, The Ghost, Onmyoji, and Rules of Survival, among many others.
NetEase is also a pioneer in online education, among one of the first to introduce massive open online courses in China, Mattel said.
“Mattel has been defining the future of learning and play for generations, and we are honored to be partnering to create a new world-class publishing and development studio in gaming and education,” said Benjamin Ha, Corporate Vice President at NetEase and CEO of NetEase Capital. “By combining NetEase’s global footprint and established roots in gaming and education with Mattel’s iconic consumer brands, Mattel163 will be able to bring even more creative and innovative gaming and educational experiences to users around the world.”
Inspired by NetEase’s heritage as an internet technology pioneer, the name “Mattel163” is an homage to the company’s original URL, a reference to the early days of internet availability in China when users dialed the digits “163” to gain online access.
Mattel163’s first title will be based on Mattel’s wildly popular UNO game, now available on Facebook Messenger and coming soon as a mobile app to iOS and Android devices. UNO will include unique features and fresh modes of play, designed to appeal to a worldwide audience.
Going forward, Mattel163 will seek to create more mobile games and education apps inspired by Mattel brands, including Barbie, Hot Wheels, Fisher- Price and Thomas & Friends, among others.
—City News Service