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"Players want to engage with brands, not just consume them" – Mattel on its new Game Studios arm, why it's releasing on Roblox, and what it learnt from NetEase

In August, Mattel announced it was forming Mattel Game Studios , a new global development organisation with a focus on making games based on its own IP. Read more

"Players want to engage with brands, not just consume them" – Mattel on its new Game Studios arm, why it's releasing on Roblox, and what it learnt from NetEase

We haven't written up this one. GamesIndustry has the full story — the link below goes straight to it.

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