Mattel163 launches its first dedicated event for UNO! Mobile During Ramadan 2023

Mattel163, the global leading game developer and publisher, has launched a Ramadan-themed event in its popular card game app UNO! Mobile. The event comes as UNO! Mobile continues to attract hundreds of thousands of new players every day, with over 250 million players worldwide since its global launch four years ago.

Established five years ago, Mattel163 is a joint venture between the iconic toy company Mattel and the Chinese internet giant NetEase. The highly successful game studio, led by CEO Amy Huang, generated high double-digit growth in revenue year-on-year.

“UNO has brought friends and families together for over half a century. When developing the mobile game, our team innovated the gameplay based on what digital players really want at their fingertips. For example, every match lasts three minutes, so users can dive in and drop out whenever they want to,” said Amy Huang, CEO of Mattel163.

UNO! Mobile is Mattel163’s first game in the market and is the official app of UNO. The mobile game has gained a large global community because it is designed exclusively for digital players. The charm of UNO! Mobile lies in its easy-to-learn gameplay and real-time matches with unpredictable fun for all. Whether players are UNO veterans or completely new, they can challenge themselves, play, and socialize with players from over 200 countries in different game modes.

“In Go Wide, you can win bigger and enjoy fierce battles. You can also choose to play in 2v2 format with your friends and set your own house rules in UNO! Mobile’s Room mode,” said Huang. To better connect the world through play, Mattel163 keeps bringing seasonal events to celebrate cultures and a broad range of interests across the world.

During the holy month of Ramadan, UNO! Mobile has gained large popularity among users in the region. According to Sensor Tower, UNO! Mobile becomes the Apple Store’s No.1 free card game by downloads in all the GCC countries and No.3 for all game genres in Saudi Arabia. This popularity reflects the potential for UNO! Mobile in the region, and its growing user base in the vast Middle East and North Africa (MENA) region.

MENA games revenue is estimated to be $1.8 billion in 2022 rising to $2.8 billion in 2026 at a 5-year CAGR of nearly 10%, and 56% higher than the value at the end of 2022. In 2026, the number of gamers in the Middle East and North Africa (MENA) region was forecasted to reach around 88 million gamers, up from around 67.4 million in 2022.

Huang commented, “The Gulf region as well as MENA has quickly emerged as a key region for the global gaming industry. We see great potential for UNO! Mobile and will continue to build more content for our players in the region. We are so happy to see players enjoy our event. Watch out for more great events from our game going forward.”

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