Mattel163 reaches over 300m players across all mobile titles

Published on: 18th January 2023

In its fifth year, Mattel163, the joint venture between Mattel and NetEase, continues its rapid growth across all titles: Uno! Mobile, Phase 10 Mobile and Skip-Bo Mobile.

Mattel163, the global games developer and publisher has revealed figures behind the company’s continued growth, led by the success of Mattel’s globally-loved IPs produced exclusively for mobile. The highly-successful studio, founded and led by CEO Amy Huang, generated high double-digit growth in revenue year-on-year. Across Uno! Mobile, Phase 10 Mobile and Skip-Bo Mobile, Mattel163’s global player base has surged to over 300m.

This exemplary growth comes despite the wider mobile games industry falling -6.4% year on year in 2022 according to Newzoo’s latest projections. Mattel163 continues to showcase the value of globally loved IPs, with a mobile-first innovative approach to game development. Connecting the world through play, the publisher continues to recreate classic games for all generations to enjoy.

Uno! Mobile continues to attract over hundreds of thousands of new players every day, and is a beloved classic in the app stores. In addition to its commercial success, the game also debuted its first ‘casual esports’ tournament in 2022. The Uno! Wildcard Series: All Stars racked up over 20m live-streaming views across Uno! Mobile and the All-Stars’ participants channels in August 2022. Following this success, Uno! Mobile will continue to provide inclusive competitive gaming opportunities to its growing audience throughout 2023.

The 40-year old IP Phase 10 Mobile continues to see commercial success with audiences through diverse monthly events, becoming the number one free card game on Google Play during this year’s anniversary celebration. With a unique hybrid monetization model and fresh live ops, players are able to enjoy the game with new themes and events every month. Phase 10 Mobile has one of the most engaging and active communities, often seeing innovative UGC and community-led events.

Launched in late 2021, Skip-Bo Mobile grew steadily as the third title of the Mattel163 portfolio in 2022. The Solitaire-twist reimagined for mobile has grown its player base tenfold, and its revenue grew multifold this year. In addition to this commercial growth, day-1 user retention of the game remains at over 50%.

Amy Huang, CEO of Mattel163, commented: “It has been another stellar year for Mattel163. Continuous innovations have helped us transform iconic IPs into products suitable for the digital era. There are tremendous opportunities on the horizon with our live-ops support of current products, growing esports tournaments, cross-platform play and launch of new titles in 2023. We are excited to begin the new year with strong growth in our existing titles and the unveiling of our new titles in new genres.”


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