adminThe Mattel163 acquisition will give Mattel full ownership of the mobile game studio it established with NetEase. The proposed deal is valued at $318 million and is intended to strengthen Mattel’s ability to publish games based on its well-known brands. Mattel expects the transaction to close by the end of the first quarter.
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Mattel163 acquisition: deal value and structure
Mattel plans to purchase NetEase’s 50% stake in Mattel163, ending the companies’ joint ownership of the studio. The agreement values the business at $318 million. Mattel expects to fund more than half of the purchase price using its share of the joint venture’s existing cash.
The stated completion target is the end of the first quarter. The announcement does not specify a year, so the timing should be understood as the company’s stated expectation rather than a confirmed closing date. Until the transaction is complete, the deal remains a planned acquisition.
Why Mattel wants full ownership
Mattel’s chairman and CEO, Ynon Kreiz, described the acquisition as an important part of the company’s digital strategy. He said full ownership would significantly improve Mattel’s self-publishing capabilities. That means the company expects to have a stronger role in bringing games based on its intellectual property to mobile audiences.
Kreiz also credited the Mattel163 team with building the business from the ground up. Mattel’s portfolio of established brands, he said, is well suited to digital products, and the acquisition is expected to strengthen the company’s position in a large, high-growth market.
For players, the announcement highlights Mattel’s focus on mobile games, but it does not provide details about future releases, updates or changes to individual titles. Readers should distinguish the strategic goals described by the company from specific product plans, which were not included in the announcement.
Mattel163 games and audience
Mattel163 was formed in 2018 as a joint venture between Mattel and NetEase. The studio has developed mobile games using Mattel properties, including Uno, Uno Wonder, Phase 10 and Skip Bo. These titles bring familiar tabletop games and brands to mobile devices.
The developer’s portfolio has recorded approximately 20 million monthly active users and more than 550 million downloads worldwide. These figures indicate the scale of its existing mobile audience; monthly active users measure people who use the games during a month, while downloads count installations over time.
What the acquisition means
If completed as planned, the Mattel163 acquisition will shift the studio from a 50-50 joint venture to full Mattel ownership. The company says this will support its digital strategy and self-publishing ambitions. For now, the confirmed details are the $318 million valuation, the purchase of NetEase’s half of the venture, the use of existing joint-venture cash to cover more than half of the price, and the expected completion by the end of the first quarter.
