Video Games, Digital Play, and the Future of the LEGO Group
March 31, 2021Video games and the LEGO Group’s many other digital efforts are among the company’s chief focuses for the year, LEGO Group CEO Niels B. Christiansen said in a recent episode of the LEGO® Bits N’ Bricks podcast.
“It’s clearly either the one – or one of the very few – topics on top of my agenda, and something that will never be done in one year,” Christiansen said. “It is a bit of an inflection point right now, in the sense that we’re driving from it being fragmented, not such a big part of the totality, to really trying to make it integrated and mainstream, on product and ecosystem and on the entire architecture of our setup of the company.”
Christiansen, along with LEGO Group chief product and marketing officer Julia Goldin, and vice president of LEGO Games Sean McEvoy, discussed the current state of the company’s involvement with digital efforts and video games and its path forward in an increasingly digital world.
The LEGO Group’s 25-year history with video games started with LEGO® Fun to Build, an educational project created by SEGA® for the “Kids Computer Pico” to appeal to young children, fostering their natural creativity.
Since that game’s release in 1995, the company has released more than 180 video games.
Christiansen said that a number of very big milestones for the company have happened since that first game, including the launch of LEGO MINDSTORMS®, which layered coding onto the LEGO bricks system of play. In his tenure leading the company, Christiansen said he has worked to better integrate digital efforts and video games into the bigger LEGO Group picture and ensure that the company remains relevant – all while properly tracking the ever-changing passion points of children.
“Of course,” he said, “that has meant quite a bit of investment into the area, building on top of all the good learning that we’ve done with the experiments, if you want, that we’ve done over time.”
Goldin noted that tracing the constant evolution of digital play and video games will remain very important to the LEGO Group because it gives the company an opportunity to reach children and engage with them in a variety of ways. More importantly, it supports the LEGO Group’s efforts to inspire and empower creativity in children.
“If you look at digital play, and LEGO video games, we try to actually bring that to life. We try to ensure that these experiences are immersive and super-engaging, but also that they’re able to bring advanced building challenges and engage kids in some level of educational exploration,” Goldin said. “So, it’s basically providing different spaces in which they can actually immerse themselves in something that, for them, is a lot of fun, and it’s super-engaging, but at the same time we know we will enable them to learn and acquire skills.”
Putting those ideas and interests into execution meant that the company in 2017 reorganized the way it handled the development of video games, something McEvoy views as more of a philosophical than a structural change. That kicked off an interest in exploring new genres and new types of play beyond just those that were created by TT Games for the company for so long, such as LEGO Star Wars: The Video Game.
“It’s not an exaggeration to say that I wouldn’t be sitting here and talking to you guys, if it weren’t for TT Games and their visionary products,” McEvoy said. “But in 2017, in addition to that partnership with TT, we decided that we would explore new genres and new types of digital play, because we had a hunch that LEGO digital play could appeal to broader and more inclusive audiences. And that includes more adults, a more diverse and inclusive kids audience, and more preschoolers. And I think award-winning titles like LEGO Builder’s Journey and LEGO DUPLO® World are starting to prove out that we were really onto something.
“It feels really rewarding to know that our games are beginning to reach a larger and more diverse audience of players globally.”
While McEvoy is happy with those recent wins and the launch of new products in the past year, like LEGO Super Mario, he said the company and his group are still on the journey to mastery.
“That is a huge aspect of our mission at LEGO Games,” he said. “I think right now we are just beginning to see the indications of the impact that a really diverse portfolio of LEGO digital and fluid play products can have on our brand, and the enormous opportunity they represent to reach millions of kids and families and LEGO fans of all ages worldwide. But at the same time, I also believe that we’re developing capabilities, we’re building partnerships, we are truly beginning to dream big in a way that’s going to position us for even greater long-term success.”
The interviews were part one of a two-part series that examines the past, present, and future of the LEGO Group’s 25-year history with digital creations and video games. In the second episode, which hits next week, former CEO of the LEGO Group and executive chairman of LEGO Brand Group Jørgen Vig Knudstorp and Kjeld Kirk Kristiansen, grandson of the founder of the LEGO Group and former president and CEO of the LEGO Group, will discuss the company’s storied past with video games and digital play and provide a bird’s-eye view of the company’s innovative efforts in the field.
This article originally ran on LEGO.com as a summary of episode one of the weekly Bits N’ Bricks podcast, which you can listen to here.
Explore more…
In order of appearance
LEGO Fun to Build — YouTube
SEGA Pico — Wikipedia
LEGO Island — LEGO Island: Birth of a LEGO Video Game
History of LEGO Video Games — Official website
LEGO fluid play — How the LEGO Group Blends the Physical and Digital to Create New Forms of Play
The LEGO brand and 21st Century Skills — LEGO CMO Says Playing Can Prepare the Next Generation of Workers
LEGO Super Mario — Official website
TT Games — How Harry Potter and an amazing demo led to LEGO Star Wars: The Video Game
LEGO Builder’s Journey — The Builders’ Journeys
Light Brick Studio — Official website
LEGO DUPLO World — Official website
LEGO Star Wars: The Skywalker Saga — Official website
Minecraft — Official website
Roblox — Official website
Fortnite — Official website
LEGO Unity Microgames — Rise of the LEGO Digital Creator
LEGO Brand Group — New structure for active family ownership of the LEGO® brand
