What Mattel163 does

Mattel163 is a mobile game studio that develops and operates free-to-play mobile adaptations of Mattel's iconic card and toy intellectual property, including UNO! Mobile, Phase 10: World Tour, Skip-Bo Mobile, and UNO Wonder, along with a special Apple Arcade edition. The studio was founded in 2017 as a 50/50 joint venture between Mattel Inc. and NetEase, and was fully acquired by Mattel in Q1 2026 for $159 million (enterprise value $318 million), making it a wholly-owned subsidiary. Mattel163 employs nearly 300 people across offices in El Segundo, California and Hangzhou, China, and has grown its player base to more than 550 million registered users across 150+ countries, with approximately 20 million monthly active users and over 65 billion games played cumulatively.

The studio's technical platform supports live-service operations, real-time multiplayer matchmaking, cross-platform play across iOS, Android, Facebook Messenger, Apple Arcade, and Google Meet (via the Live Sharing SDK), and contextual in-app advertising through Google AdMob. Revenue is generated through in-app purchases of virtual currency, card packs, and cosmetic items, supplemented by subscription tiers, contextual advertising, and Apple Arcade distribution. Mattel163 has built a live-service content engine around monthly seasonal events, brand collaborations (Sanrio, Peanuts/Snoopy), and a proprietary esports infrastructure (UNO! Mobile Wildcard Series with $50K prize pools and 20M+ livestream views). Following the dissolution of the NetEase JV, the studio is transitioning to fully self-published direct-to-consumer distribution and is preparing to launch its first two self-published mobile games — including a Masters of the Universe title — timed to Mattel's June 2026 theatrical slate. Mattel163's margins are reported to be nearly double those of Mattel's traditional toy business, making digital gaming a strategically important high-margin growth vertical for the parent.

Name

Mattel163

Legal name

Mattel163 Limited

Website

https://mattel163.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Mattel163 is a wholly-owned Mattel subsidiary that develops and operates free-to-play mobile games based on Mattel toy and card IP — including UNO! Mobile, Phase 10: World Tour, and Skip-Bo — serving over 550 million registered players globally via iOS, Android, Apple Arcade, and Google Meet.

Ownership category

akta.pro rank

Product category

Mobile Games

NAICS

Software Publishers (5132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mobile Game Stores & Alternative App Stores (MPAFACAD)

Keywords

• Mobile game development
• Freemium mobile gaming
• Digital card games
• Live-service games
• Mobile game publishing

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. In-App Purchases (Virtual Goods & Currency): Free-to-play mobile game generating revenue through in-game purchases of virtual currency (gold coins, points) and virtual goods (card packs, chests, cosmetic items, season passes). Players can also purchase subscription services for premium benefits. Purchases are processed via third-party payment processors; all purchases are final and non-refundable per EULA.
2. In-Game Advertising: Contextual (non-behavioral, non-targeted) advertising served primarily within the UNO! mobile app via Google's AdMob program, compliant with children's privacy regulations. Ad revenue supplements the free-to-play model.
3. Apple Arcade Subscription: UNO: Arcade Edition distributed through Apple's game subscription service Apple Arcade, providing unlimited access to the game as part of a broader Apple subscription ecosystem, generating revenue per subscriber through Apple's payment infrastructure.
4. IP Licensing & Digital Publishing Royalties: With Mattel's full ownership of Mattel163 (Q1 2026), the studio now captures the full value chain of digital game publishing based on Mattel IP, eliminating the prior NetEase JV revenue sharing arrangement. Self-published games (e.g., Masters of the Universe mobile titles) are expected to drive incremental digital revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mattel163 develops, publishes, and operates free-to-play mobile games built around Mattel's portfolio of toy and entertainment IP, including UNO!, Phase 10: World Tour, Skip-Bo Mobile, UNO Wonder, and UNO: Arcade Edition, with an upcoming Masters of the Universe mobile game. The studio specializes in adapting classic physical card and board game IP into live-service mobile experiences with online multiplayer, tournaments, social features, and continuous content updates, distributed globally through the Apple App Store, Google Play, and Apple Arcade.

Product overview

Mattel163 is a mobile game studio that operates a portfolio of four distinct mobile games developed from Mattel's iconic toy IPs, plus its own original IP. The core offering consists of UNO! Mobile (the flagship, ranked No.1 card game in 150+ countries with 550M+ players), Phase 10: World Tour (a Rummy card game adaptation), Skip-Bo Mobile (a Solitaire twist card game), and UNO Wonder (an All-New cruise-themed UNO game). UNO: Arcade Edition extends the UNO IP to Apple Arcade. The company also operates the Mattel163 Store (for virtual goods purchases) and a customer support platform. Founded in 2017 as a joint venture between Mattel and NetEase, the studio was fully acquired by Mattel in 2026. Mattel163 employs nearly 300 people across Los Angeles and Hangzhou, serving over 550 million players with more than 65 billion games played.

Differentiator

Problem solved

Functional benefit

Products and services

• UNO! Mobile Flagship free-to-play mobile version of Mattel's classic UNO card game, offering online multiplayer matches, tournaments, social features, and ongoing live-service content for casual mobile gamers worldwide.
• Phase 10: World Tour Free-to-play mobile adaptation of Mattel's Phase 10 card game, featuring online multiplayer, progression systems, and live-service events for casual card game players.
• Skip-Bo Mobile Mobile version of Mattel's Skip-Bo card game, providing digital play with multiplayer support for fans of the original physical card game.
• UNO Wonder Apple Arcade-exclusive edition of UNO, offering a multiplayer UNO experience delivered through Apple's subscription-based Apple Arcade service.
• UNO: Arcade Edition Apple Arcade edition of UNO providing an alternative curated UNO experience for Apple Arcade subscribers.
• Masters of the Universe Mobile Game Planned mobile game based on Mattel's Masters of the Universe (He-Man) franchise, scheduled to release in 2026 as a new title in Mattel163's portfolio.

Quantifiable outcome

• 550M+ registered players and 65B+ games played globally
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered former (jv dissolved), core and minor.

• NetEaseformer (jv dissolved)Strategic or Co-development Partner · 10 February 2026NetEase was Mattel163's original joint venture partner, holding 50% of the studio since its founding in 2017/2018. Mattel acquired NetEase's 50% stake for $159 million in Q1 2026, fully acquiring the studio and dissolving the joint venture. NetEase previously provided publishing infrastructure, development support, and market access, particularly in China.
• NetflixcoreStrategic or Co-development PartnerMattel has a major IP partnership with Netflix for film and content adaptations (e.g., Barney, pol kal). Mattel163's mobile games serve as digital engagement extensions of these entertainment properties, extending the IP value cycle beyond the streaming window.
• Disney/PixarcoreStrategic or Co-development PartnerMattel holds IP partnerships with Disney/Pixar for various film and entertainment projects. Mattel163 digital games based on Mattel IPs complement the broader Mattel entertainment strategy, with mobile games serving as promotional and engagement touchpoints alongside theatrical releases.
• DC ComicscoreStrategic or Co-development PartnerMattel has IP partnerships with DC Comics for content development. Mattel163 mobile games extend the DC/Mattel IP relationship into the digital gaming space, supporting cross-platform entertainment strategies.
• Sanrio (Hello Kitty, Kuromi, Cinnamoroll, Pompompurin)minorGTM or Marketing PartnerMattel163 partnered with Sanrio to bring Hello Kitty and friends characters to UNO! Mobile and Phase 10 Mobile as themed crossover content, featuring themed cards, souvenirs, seasonal games, and room decorations. This collaboration drives installs and re-engagement among Sanrio's fan base.
• Peanuts (Charlie Brown, Snoopy)minorGTM or Marketing PartnerMattel163 partnered with Peanuts Worldwide for a crossover in UNO! Mobile featuring Charlie Brown, Snoopy, and the Peanuts gang, including exclusive themed decks (Snoopy's World, Peanuts Summer), collectible cards, avatar frames, emojis, and in-game rewards.
• Apple (Apple Arcade)coreChannel Partner/ Reseller/ DistributorMattel163 partners with Apple to distribute UNO: Arcade Edition through Apple Arcade across iPhone, iPad, Mac, Apple TV, and Apple Vision Pro, reaching Apple's gaming subscription subscriber base as a featured title.
• GameDex Corp.minorImplementation/ SI/ Consulting PartnerGameDex Corp. (Junsuk Bae, 4F Songgang Building, Bundang-gu, Seongnam-si, Gyeonggi-do, Korea) is Mattel163's designated local agent in South Korea for user support, dispute resolution, and distribution-related matters for Korean UNO1 players.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zynga: Zynga (now under Take-Two Interactive) operates a large mobile game portfolio including card and social titles (Words With Friends, Zynga Poker). It is a benchmark competitor in mobile casual/card gaming with comparable distribution and live-service operating model.
• Playtika: Playtika is a leading free-to-play mobile casual game publisher (Slotomania, House of Fun, Poker titles). Comparable in scale of MAU, reliance on IAP-driven monetization, and emphasis on live-service card/casual-game portfolio.
• Scopely: Scopely (owned by Savvy Games) publishes mobile hits including Monopoly GO! and Stumble Guys, applying major toy/brand IP to live-service mobile formats. Directly comparable business model to Mattel163's licensed-IP mobile publishing approach.
• Niantic: Niantic (publisher of Pokémon GO, Monster Hunter Now) builds mobile games around licensed entertainment IP from major brand holders. Comparable in IP-licensed mobile game pipeline, brand-partner operating model, and multi-territory live-service operations.
• Marmalade Game Studio: Marmalade Game Studio develops official mobile and console adaptations of Hasbro's iconic board games (Monopoly, Clue, Game of Life). It mirrors Mattel163's model of a major toy company's owned mobile studio turning physical IP into live-service digital games.
• Dire Wolf Digital: Dire Wolf Digital develops digital adaptations of card and board games, including Root, Eternal, and Pokémon TCG Live. While smaller in scale, the studio's card-game-first portfolio and live-service mechanics place it in the same product category as Mattel163.
• Moon Active: Moon Active is the Israeli mobile game developer behind Coin Master, a top-grossing casual mobile game with live-service event cadence and social/competitive mechanics. Comparable to Mattel163 in monetization model, MAU scale, and free-to-play mobile operations.
• Asmodee Digital: Asmodee Digital is the video game division of Asmodee (board game publisher), producing mobile/PC adaptations of physical card and board games (Catan, Ticket to Ride, Pandemic). It is structurally the closest peer to Mattel163's IP-to-mobile adaptation model within tabletop gaming IP.

Broad incumbents

• Supercell: Supercell (majority-owned by Tencent) develops top-grossing mobile titles (Clash of Clans, Clash Royale). It is a benchmark for mobile-first, team-sized game studio economics and live-service mobile game operating excellence, adjacent to but broader in genre than Mattel163.
• King Digital: King (Activision Blizzard / Microsoft) operates one of the largest mobile casual game portfolios led by Candy Crush. While broader in genre, King represents the benchmark for live-service mobile game operating scale, technology infrastructure, and category leadership adjacent to Mattel163's space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mattel163