Mattel Game Studios Aims for a Mobile Hit Like Monopoly Go
Mattel has fully acquired its mobile game studio and rebranded it as Mattel Game Studios, with COO Devin Nambiar stating the ambition is to build a major
Toy giant Mattel has repositioned its gaming division with the aim of finding its own answer to the hit mobile game Monopoly Go. According to Mattel Game Studios COO Devin Nambiar, the company sees mobile as the key platform for its brands and is start a long-term digital transformation.
Mattel bought out NetEase's stake in their joint venture Mattel163 in February 2024 and rebranded the operation as Mattel Game Studios in August. Nambiar, who joined the studio a year ago after a decade at EA, now helps oversee a team of around 300 staff spread between Los Angeles and Hangzhou, China. He told Mobilegamer.biz that the buyout was a "win-win," aligning with Mattel's growing investment in games and NetEase's retraction from the western market.
The Ambition for a Breakout Hit
The studio will continue to run its existing live mobile titles, but the focus has shifted toward more ambitious projects. Nambiar identified Monopoly Go, the successful title from Hasbro and Scopely, as a "unicorn" that has benefited both companies. He stated that Mattel's current Uno mobile game generates significant organic downloads and engagement, suggesting it could be the foundation for a similar breakout hit. "That could be our Monopoly Go, if we can have something of that scale that would be a huge moment for Mattel," Nambiar said.
The broader goal is to create an ecosystem that synchronizes mobile games with the launch of new Mattel films, TV shows, and toy lines. "That's definitely the ambition, to create that ecosystem around toys, movie and drama experiences and to use those moments," he explained.
Expanding the Barbie and Brand Portfolio
A bigger plan for Barbie games is high on the agenda. Nambiar said the brand needs more attempts in different game genres, referencing the success of the Barbie movie three years ago. He mentioned exploring various formats, including merge games like Merge Mansion, match-three puzzles, simulation games, and dress-up experiences similar to Covet Fashion.
Mattel's strategy extends beyond mobile to include PC and console games, particularly for its Hot Wheels brand, which it has licensed to capture a share of the arcade racing market. However, Nambiar emphasized that "mobile really feels like the platform where those brands can live and can really express themselves in the most authentic way."
A Long-Term Company Transformation
Nambiar's discussions with Mattel's executive leadership indicate that games are now a high priority as the company shifts from being solely a toy maker to a broader IP and brand management company. This digital transformation is viewed as a five to ten-year initiative, not a short-term rush to release multiple titles. "We don't want to rush it," Nambiar stated, clarifying that the plan is not to output three games per year starting next year. He described the current moves as "the first salvo" in this longer journey.
The studio's existing live mobile titles continue to operate while this new strategy unfolds.
