Amy Huang: Leading the Way in Mobile Gaming
Liftoff, the mobile advertising company, is shining a spotlight on inspirational women in the gaming industry. This time, the focus is on Amy Huang, the CEO of Mattel163. Known for her leadership and achievements in the field, Huang’s contributions to the mobile gaming industry have been remarkable.
UNO: From Game to Passion
Amy Huang’s love for UNO holds a special place in her heart. When she moved from China to the US as a child, UNO became one of the first games she embraced. Playing UNO with new friends at a local church helped her adapt to the culture and traditions of her new country. This experience left a lasting impression on her.
Years later, as the CEO of Mattel163, Huang dedicated herself to bringing the gaming community together through UNO Mobile. Her first major game release as CEO, UNO Mobile became a platform where players could connect and enjoy the game that had a profound impact on Huang’s own life.
A Diverse and Impressive Career
Huang’s career in the gaming industry is extensive and impressive. With a background in e-commerce and management consulting, she has over a decade of experience in the mobile gaming sector. Prior to joining Mattel163, she spent five years at NetEase, where she played a crucial role in corporate investment and gained insights into the challenges of mobile game development.
When NetEase partnered with Mattel to establish Mattel163 in 2017, Huang’s expertise and skill set made her the perfect candidate to lead the new venture.
Mattel163: A Rise to Success
Under Huang’s leadership, Mattel163 has experienced tremendous growth. Starting with a small team of only 13 members at launch, the studio has now expanded to include nearly 300 talented mobile professionals. They have successfully developed and published three games based on popular card game IPs, collectively accumulating over 300 million downloads. UNO Mobile, Phase 10: World Tour, and Skip-Bo Mobile have all captured the attention and enjoyment of global players.
An IP-Based Strategy for the Future
Continuing their success, Huang is now leading Mattel163 towards a new challenge—building experiences based on Mattel’s vast portfolio of globally recognized franchises.
“We are growing our pipeline with the huge portfolio of brands from Mattel,” says Huang. “Our mission is to transform all the cherished IPs that people have known for decades into digital experiences that can be enjoyed for generations to come.”
With properties like Hot Wheels, Monster High, and Barbie under their belt, it’s no surprise that Huang chose an IP-based strategy. Mattel163’s previous successes have showcased their ability to leverage well-known franchises and create engaging mobile games. Huang believes that the combination of an established brand and a core engaging game experience is the key to success in the competitive mobile gaming market.
Embracing Diversity in the Workplace
Mattel’s wide range of IPs caters to a diverse global demographic, providing an advantage in scaling their games. This diversity has also influenced Mattel163’s recruitment efforts.
“Attracting the right kind of people and motivating them with the right incentives is the biggest challenge of any business,” Huang acknowledges. “We’re fortunate to have the Mattel brand behind us, as it helps us bring together a range of talented individuals. Our studio is home to people from various cultures, which allows us to tailor our products to the global market.”
Mattel163 actively promotes inclusivity in the workplace, with a notable 50/50 gender divide within the team. In an industry where women are underrepresented, Huang’s commitment to gender diversity sets an example for other companies in the gaming industry.
Empowering Women in Gaming
Diversity and inclusivity remain essential aspects of Mattel163’s approach. Huang is keen to encourage more women to pursue careers in gaming, whether as game creators, esports athletes, or influencers. However, she acknowledges the challenges of achieving a work-life balance in an industry that demands involvement in multiple aspects of the business, from recruitment to production and marketing.
Despite the challenges, the rewards of a gaming career make it all worthwhile. Huang believes that the gaming industry offers a unique blend of creativity and business opportunities, keeping professionals engaged and inspired. Interactive feedback from players and the constant need for innovation make gaming an exciting and fulfilling field.
The Future of Mattel163
Looking ahead, Huang aims to continue expanding Mattel163’s pipeline of games, delivering unforgettable experiences to players around the world. By leveraging the power of Mattel’s iconic brands and embracing diversity, the studio is poised for continued success and innovation in the mobile gaming industry.