Mattel launches Roblox and Fortnite game studio signaling spending shift

The world of gaming is undergoing a seismic shift, moving far beyond the traditional consoles and PC setups. As digital experiences dominate, the focus is increasingly turning to massive, accessible creator platforms, and companies are learning that the future of engagement lies where the players already are. This trend is defining a new era where iconic brands are finding unexpected, explosive new lives in the virtual realm.

At the forefront of this evolution is Mattel, a titan of physical play, who is boldly stepping into the digital arena with the launch of Mattel Game Studios. This new division is dedicated to developing, publishing, and operating original interactive experiences inspired by Mattel’s most iconic brands. The strategy isn’t just about making games; it’s about extending the joy of physical play into the virtual world, driving sustained engagement for fans of all ages.

This ambitious move builds upon a prior venture, Mattel163, a joint initiative with NetEase that Mattel took full control of earlier this year. Mattel163 had already published a handful of digital card games for mobile devices, including classics like Uno and Skip-Bo, proving the appetite for branded digital interaction.

Now, Mattel is leveraging this experience to push further. We are already seeing this vision in action with new titles like Uno Wild soft launching on mobile devices and plans underway for new games centered around Hot Wheels. But the true innovation lies in where they plan to deploy these experiences: beyond mobile, Mattel Game Studios is actively targeting creator platforms like Roblox and Fortnite to release original content.

This focus reflects a wider industry trend. While established giants like Amazon and Hasbro are making their way into gaming, the real explosion of player time is happening on these decentralized ecosystems. Analysts point to the staggering engagement on platforms like Roblox, where players spend over 10 billion hours monthly in 2025—more than the combined time spent on Steam, PlayStation, and Fortnite. This vast audience is hungry for new, engaging content.

Mattel’s approach echoes this decentralized success, demonstrating that powerful IP doesn’t need to chase conventional markets to find massive audiences. Whether it’s the development of realistic shooters on Roblox, or other companies leveraging these creator platforms to distribute their properties, the message is clear: the boundaries of gaming are dissolving. The next great wave of interactive experiences is likely to be found where the community thrives, proving that sometimes, the most engaging games are the ones built for the world, not just the console.