{
  "id": 15744755,
  "title": "\"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",
  "url": "https://urgent.news/2026/10/20/players-want-to-engage-with-brands-not-just-consume-them-mattel-on",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-20T12:30:00.000Z",
  "source": {
    "name": "GamesIndustry",
    "slug": "gamesindustry",
    "url": "https://www.gamesindustry.biz/players-want-to-engage-with-brands-not-just-consume-them-mattel-on-its-new-game-studios-arm-why-its-releasing-on-roblox-and-what-it-learnt-from-netease"
  },
  "original_language": "en",
  "account": null,
  "summary": "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",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}