Mattel kicks off self-publishing for games

Mattel is starting its own self-publishing venture for games in collaboration with both big and small developers to create Mattel-branded games.

Mike DeLaet, global head of digital gaming at Mattel in El Segundo, California, mentioned in an interview with GamesBeat that this marks a new phase in the company’s aim to expand its presence in the digital gaming industry.

As Mattel looks to grow its network of studio partners globally, fans can anticipate upcoming announcements regarding Mattel’s self-published games starting later this year, DeLaet stated. The pace is expected to be one self-published game per year. The discussion took place during the recent Dice Summit.

DeLaet explained, “We will be highly selective with our partnerships. We are introducing a self-publishing initiative where we engage in co-development. We will finance the development, marketing, and publishing internally. This will complement our licensing ventures.”