Recently, Mattel made several announcements about their gaming vision and future plans. Following the success of the Barbie movie, Mattel revealed a new partnership with Zynga subsidiary Rollic to develop a new mobile Barbie game. Additionally, they announced a collaboration with StoryToys to release a Thomas & Friends mobile app.
However, the most notable aspect of their strategy is their move towards self-publishing, where they aim to take control of their vast IP portfolio and fully embrace digital gaming.
To delve deeper into this expansion into mobile gaming, we spoke with Mattel’s global head of digital gaming, Mike DeLaet, to understand the reasons behind this strategic shift, the focus on mobile platforms, and Mattel’s vision for the future of the business.
PocketGamer.biz: What prompted Mattel to emphasize its presence in the gaming industry, and why now?
Mike DeLaet: Mattel has always valued gaming and has a rich history of iconic video games. Recent successes with titles like Hot Wheels Unleashed 2: Turbocharged and UNO demonstrate the significance of staying relevant in the evolving digital entertainment market.
We are actively seeking collaborations with developers who can bring fresh, imaginative gaming experiences to our diverse franchises.
The popularity of the Barbie movie fueled an increased demand for the brand among both partners and consumers.
Mike DeLaet
How important is the Barbie partnership for Mattel? What led to the decision to partner with Rollic for a hypercasual game?
The remarkable success of the Barbie movie heightened the brand’s appeal among partners and consumers. The movie showcased the inclusivity of Barbie, aligning with Rollic’s strategy of creating games for all demographics. This partnership is significant because it merges expertise to develop a mass-market game, combining a universally beloved franchise with gameplay accessible to everyone.
What is Mattel’s approach to self-publishing, and how will they collaborate with developers in this regard?
By leveraging our beloved brands, we aim to directly engage with our fans, strengthen our relationship with players, and offer innovative gaming experiences that capture the essence of our well-known stories and characters. We will be making more announcements in this domain in the upcoming year.
Which platforms will be part of Mattel’s partnerships and self-publishing initiatives? Will mobile and UGC platforms like Fortnite/Roblox be included?
We are committed to meeting our iconic brands’ fans where they are most active. For example, Barbie Dreamhouse Tycoon on Roblox garnered over 150 million visits, demonstrating our successful presence on such platforms. Our primary focus remains on mobile platforms, striving to create engaging and entertaining products that resonate with our audience.
We are applying insights gleaned from past triumphs to continue delivering experiences that cater to a wide audience on the most accessible platform.
Mike DeLaet
We have seen significant success with our franchises on mobile, particularly with UNO surpassing 300 million downloads. Leveraging the lessons learned from these achievements, we aim to provide inclusive experiences on the most accessible platform.
Considering the challenges in the mobile games industry and the growing difficulty in acquiring users, why is mobile gaming a key focus for Mattel?
Our previous successes on mobile, such as UNO’s popularity, underscore the potential of our franchises to resonate globally across generations. By staying true to our core pillars and leveraging our timeless brands, we aim to continue delivering exceptional experiences that engage and delight our fans.
Given the current market landscape and industry challenges, why does Mattel view gaming as a “low investment” avenue to boost revenue and profit?
Many successful games started modestly but grew exponentially over time. Our focus is on creating a strong foundation based on proven gameplay mechanics, utilizing our enduring properties, and making them accessible to all fans. By concentrating on these fundamentals, we strive to deliver exceptional, fan-centric experiences.
While we have a talented team, we are actively seeking more passionate individuals to join us.
Mike DeLaet
How large is Mattel’s in-house games team? Are they actively recruiting new talent?
While our team comprises experienced and dedicated individuals, we are actively recruiting new talent. Those interested can explore career opportunities on Mattel’s careers website. We are expanding our team and want to invite talented professionals to join us.
Why are major IP owners increasingly investing in the games market? How do games leverage existing IPs for TV and film adaptations?
Gaming provides a unique way for fans to immerse themselves in their favorite universes, offering deep engagement opportunities over extended periods. When executed effectively, gaming allows for a distinct form of interaction with beloved IPs compared to traditional TV and film experiences.
