Connecting the World Through Play
Mattel163 (mattel163.com) scores 78 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Media & Entertainment brands, Technology brands, in the 51st percentile of 7547 Media & Entertainment brands.
Mattel163 is a joint venture between Mattel and NetEase, founded in 2017 and headquartered in El Segundo, California. It develops mobile adaptations of classic tabletop and card games such as UNO, Phase 10, and Skip-Bo, allowing players to enjoy these games digitally with friends and family worldwide. The company focuses on bringing authentic, socially engaging versions of well-known analog games to mobile platforms for casual and social gamers globally.
| Brand Name | Mattel163 |
|---|---|
| Domain | mattel163.com |
| Industry | Media & Entertainment, Technology |
| Founded | 2017 |
| Headquarters | El Segundo |
| Parent Company / Owner | NetEase |
| Main Competitors | Ubisoft (92/100), Asmodee Digital, Marmalade Game Studio (81/100), Zynga (95/100), Hasbro (91/100) |
Moz Domain Authority 32/100 vs category average 54 / leader 100 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #16,687 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
Mattel163 has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Bringing classic games to mobile platforms. Play UNO!™ in whole new ways, on the go and with friends! Dive into the deep strategy of Phase 10: World Tour ,Skip-Bo can be played onl…" (Meta description: 39 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Nginx, WordPress, Ghost.
Social footprint: verified profiles on LinkedIn, X (Twitter), Instagram, GitHub; no detected presence on Facebook, YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked August 2026.
When asked "What is Mattel163?", Claude could identify the brand as of August 2026. Mattel163 is a joint venture between Mattel and China's NetEase (whose old domain was 163.com), set up to design, manufacture and sell Mattel toys like Barbie and Hot Wheels specifically for the Chinese market, often through online channels. Best known for Being Mattel's China-focused joint venture with NetEase for localized toy production and e-commerce sales.
When asked "Best brands similar to Mattel163?", Claude would not surface Mattel163 as of August 2026. It's a regional joint venture rather than a media and entertainment brand people typically ask about, so I wouldn't usually bring it up unless the question was specifically about Mattel's China operations.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Mattel163's main competitors in Media & Entertainment: Ubisoft (92/100), Marmalade Game Studio (81/100), Zynga (95/100), Hasbro (91/100).
Sources: Brand Analyzer scan
Mattel163 offers mobile game adaptations of classic tabletop titles, including UNO, Phase 10: World Tour, and Skip-Bo. These apps let users play these traditional card and tabletop games digitally, often featuring online multiplayer modes so players can connect with friends or other players worldwide.
Sources: Mattel163 official site
Mattel163 has limited AI-search visibility, scoring 49/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 19, recommendation 56). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Mattel163 official site
Mattel163 was founded in 2017. Mattel163 operates in the Media & Entertainment category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Mattel163 is headquartered in El Segundo. Mattel163 operates in the Media & Entertainment category.
Sources: Wikidata
Mattel163 scores 56/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Mattel163 official site
Mattel163 is a joint venture between Mattel and NetEase that creates mobile versions of classic tabletop and card games. Founded in 2017 and headquartered in El Segundo, California, it combines Mattel's game IP with NetEase's mobile development expertise to bring titles like UNO, Phase 10, and Skip-Bo to smartphones and tablets.
Sources: Mattel163 official site
Mattel163 develops and publishes mobile game adaptations of classic tabletop and card games. It transforms titles such as UNO, Phase 10, and Skip-Bo into digital formats that allow players to compete or cooperate with friends and strangers online, on the go, from anywhere in the world.
Sources: Mattel163 official site
Mattel163 can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Mattel163 official site
Mattel163 is owned by or part of NetEase. Mattel163 operates in the Media & Entertainment category.
Sources: Wikidata
Mattel163 is known for bringing beloved classic games like UNO, Phase 10, and Skip-Bo to mobile platforms, letting players experience these familiar tabletop games in a digital, social format that supports online play with friends and family worldwide.
Sources: Mattel163 official site
Mattel163's games are used by casual and social mobile gamers who enjoy classic card and tabletop games and want to play them digitally with friends and family around the world. This includes fans of the original UNO, Phase 10, and Skip-Bo games looking for a convenient mobile alternative.
Sources: Mattel163 official site
Mattel163 scores 49/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Mattel163 has a limited AI-visibility profile at 49/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (19/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #16,687 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 32/100, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Mattel163 from memory (August 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Mattel163: Manufacturing.net (78/100), Magenta (78/100), Meteociel (78/100), MHL News (78/100).
A step up - brands to learn from: Zeno Group (81/100), Zadar Tourist Board (81/100).
Category leader: Complex (97/100).
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