Key Highlights:
- Mattel partners with Zynga studio Rollic on upcoming Barbie mobile game
- Slated to launch in 2024 on iOS and Android devices
- Expected to tie into recent massively successful Barbie movie
- Leverages Barbie IP’s cultural relevance and Rollic’s data-driven approach
- Part of Mattel initiative to expand digital games based on their brands
- Rollic experienced in casual, hyper-casual and live service mobile games
Mattel has announced an exciting new partnership with mobile developer Rollic, owned by Zynga, to create a brand new Barbie game for iOS and Android devices in 2024. The surprise announcement was made on social site X in a joint-post which can be viewed below:
The project appears primed to tap into the recent Barbie movie’s cultural resurgence by translating its characters and world to gaming.
Capitalising on Barbie IP’s Momentum
After the immense $1.4 billion box office success of Greta Gerwig’s acclaimed 2023 Barbie film, Mattel is smartly looking to further capitalise on the IP’s sky-high mainstream popularity. A mobile game tie-in seems inevitable.
While concrete details are still scarce, Rollic’s proven track record of translating pop culture trends into lasting casual game experiences makes them an ideal fit to develop a Barbie title with potential for longevity.
Mattel wants to provide captivating Barbie entertainment that engages fans of all ages. A F2P mobile game built around the IP’s current buzz can accomplish that goal.
Even popular battle royale title Fortnite got in on the buzz. Along with the movie Oppenheimer, the two mixed together created a kind of online meme trend which was known as Barbenheimer.
Movie Cast Involvement Still Unclear
It remains to be seen whether Margot Robbie, Ryan Gosling or other cast members from the 2023 film will reprise their roles in the game via likeness rights or voice acting.
Their involvement would help tremendously in connecting the project to the successful film. But even without direct movie ties, the strong Barbie brand provides plenty of room for an appealing game.
If the title does directly continue the film’s narrative or character arcs, it opens exciting avenues to expand that world through interactive storytelling.
Focus on Live Services and Regular Events
According to Mattel, translating Barbie into gaming is part of a larger initiative to grow their digital games business across mediums and demographics.
Rollic’s expertise lies in hyper-casual games bolstered by regular live service updates and in-game events – seen in their titles shooting up the App Store charts.
This expertise seems pertinent, as Mattel envisions a constantly engaging Barbie experience with longevity, akin to hits like Pokémon GO. A regular content roadmap and connectivity to real-world trends would help achieve that goal.
The developers need to be careful though, as recently the Kim Kardashian mobile game was shut down after 10 years of success. Lets hope that this project can outlive that milestone and then some.
About The Author
Stephen is the proud owner of a popular gaming news website GLN, where he provides the latest updates on everything gaming-related. With a passion for video games that dates back to his childhood, Stephen is dedicated to sharing his knowledge and expertise with fellow gamers around the world.