Mattel, a leading global play and family entertainment company and owner of one of the most iconic brand portfolios in the world, today announced an agreement with its joint venture partner, NetEase Games, a leading internet and game services provider, to acquire full ownership of the Mattel163 mobile games studio for $159 million, valuing the studio at $318 million. The transaction is expected to be completed by the end of Q1, subject to customary closing conditions.
Mattel163 develops digital games based on Mattel’s iconic brands.Since its inception in 2018, Mattel163 has released four games based on Mattel IP, Uno!, Uno Wonder, Phase 10, and Skip Bo, with approximately 20 million monthly active users and over 550 million downloads worldwide.
Established as a joint venture in 2018, Mattel163 has launched four successful titles: Uno!, Uno Wonder, Phase 10, and Skip Bo. These games boast 20 million monthly active users and over 550 million downloads worldwide.
Ynon Kreiz, Chairman and CEO of Mattel, said: “Our vision is to extend physical play to the virtual world by creating digital experiences and games based on Mattel IP that drive sustained engagement for fans of all ages. Acquiring full control of Mattel163 does exactly that. It will play an important role in our digital strategy and significantly enhance our capabilities in self-publishing. The Mattel163 team has done remarkably well building this business from the ground up and we look forward to welcoming them on board. Our portfolio of iconic brands lends itself perfectly to the digital world and the acquisition will strengthen our position and accelerate our presence in a large, high-growth market.”
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