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Mattel introduced a multi-year strategic partnership with household sport writer Outright Video games to make three console and PC video games.
The partnership begins with three new video games for all consoles and PC slated for launch earlier than the top of this 12 months: Matchbox Driving Adventures, Monster Excessive: Skulltimate Secrets and techniques, and Barbie: Mission Friendship, mentioned Mike DeLaet, world head of digital gaming at Mattel, in an interview with GamesBeat.
Mattel’s partnership with Outright Video games underscores its technique to deepen engagement within the digital video games sector, leveraging iconic manufacturers to create compelling experiences for a worldwide market.
In 2023, Mattel Digital Video games achieved a big milestone, reaching 48 million month-to-month energetic gamers, pushed by successes reminiscent of Barbie DreamHouse Tycoon and Scorching Wheels Unleashed 2: Turbocharged. As Mattel nears its eightieth anniversary, the corporate is poised to increase its digital footprint by introducing extra video games throughout extra platforms, resonating with followers of all ages.
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“Mattel is moving full steam ahead in its commitment to delivering fun, innovative digital gaming experiences that will broaden the universe of its many beloved franchises for fans worldwide,” mentioned DeLaet. “A critical component of this strategy is choosing the right partners, which is why we’re very pleased to announce this multiyear partnership with Outright Games.”
Stephanie Malham, managing director at Outright Video games, echoes the keenness.
“At Outright Games we pride ourselves in expanding the worlds of iconic IPs into cherished video games — working with Mattel offers a fantastic opportunity to merge our combined expertise to create engaging and accessible new video games with Mattel’s beloved global franchises,” Malham mentioned. “We are so excited to see this relationship evolve as we move forward to bring Barbie, Monster High and Matchbox fans of all ages a fresh and exciting way to enjoy these beloved franchises.”
Outright Video games is thought for producing high-quality video games that may be loved by the entire household, making it a super developer to convey Mattel’s beloved franchises to life on gaming consoles.
These video games are designed to ship a variety of experiences, from high-speed aggressive driving adventures from Matchbox to tales that emphasize teamwork and foster friendship from Barbie and Monster Excessive. Additional particulars for every sport, together with launch dates and options, will probably be introduced within the coming months.
Again in February, Mattel introduced its partnership with Zynga’s Rollic to launch a brand new mass-market Barbie cell sport later this 12 months. Shortly after that, DeLaet introduced Mattel’s plans to turn out to be a video games writer.
“All three games were really built around what brands have a huge following and have been around for multiple decades,” DeLaet mentioned. “They don’t have a presence in the PC/console gaming market so far. And these are games that could be for a younger audience and have been underserved in the market.”
Whereas Mattel’s Scorching Wheels toy model has had a presence in gaming, Matchbox has not had the identical therapy. Monster Excessive has had video games on different platforms, however by no means on consoles. I recall my children performed Barbie Horse Adventures on the Xbox a very long time in the past, however there’s been nothing recently.
There was a digital-physical Scorching Wheels automotive racing sport, however the RC automobiles have been costly and the product didn’t promote that nicely. DeLaet began at Mattel a few years in the past and he has had sport initiatives cooking for a while.
“We’ll finally have some products coming out this year,” DeLaet mentioned. “We’re trying to go to pretty much any major platform where people are playing — on the phone, the PC, even electric vehicles.”
Mattel has a sport popping out later this 12 months in partnership with Take-Two Interactive and Zynga for a extra grownup Barbie expertise.
“We’re really trying to find the developers that match the genre and the type of age range that we’re really going after,” DeLaet mentioned.
Mattel additionally introduced not too long ago it was making a self-publishing platform for video games. DeLaet mentioned about six extra folks have been employed to assist make that occur. He’s additionally doable M&A to amass extra expertise. Co-development may also be doable too.
DeLaet famous that Mattel is working on a counter-cycle versus the remainder of the trade, which is shedding lots of people.
“Everyone else is laying off and pulling back, and we’re accelerating,” he mentioned. “We’re always trying to skate where the puck is going.”
This isn’t taking place simply due to the billion-dollar Barbie film. Every working unit has to carry out by itself at Mattel, DeLaet mentioned.
In the mean time, Mattel doesn’t have loads of inner growth capability however that might develop over time.
Mattel now has 48 million energetic customers throughout its video games enterprise now, with a lot of these associated to Barbie Dreamhouse Tycoon on Roblox on cell, in addition to different video games.
“We’ve already had a lot of success and we’re going to continue to grow our business and world-class products, he said. “For me, first and foremost, it’s all about product quality. If the game can’t be awesome, I don’t want to go build it.”
DeLaet mentioned the corporate is exploring UEFN however there’s nothing to announce but.
