LEGO will start developing video games itself
The LEGO Corporation wants to create video games independently. CEO Niels Christiansen shared this in an interview with the Financial Times.
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“We can confidently say that we are capable of offering children of all ages both digital and physical games under the LEGO brand. Independently developing video games is something we are currently working on,” Christiansen stated.
It is unclear whether LEGO will continue collaborating with third-party developers or cease such partnerships. A significant portion of the games under its license have been made by TT Games, but studios like Visual Concepts, Light Brick Studio, and Gameloft have also contributed. Additionally, in 2022, LEGO entered into a partnership with Epic Games, leading to a themed LEGO mode in Fortnite.
LEGO previously had its own video game team. In 1996, the corporation launched LEGO Media, later renamed LEGO Interactive. However, this unit was only involved in publishing games, not developing them. It was disbanded in 2004.
In recent years, LEGO's business has shown steady growth. As reported by the Financial Times, the corporation's revenue has doubled since 2019, reaching 74 billion Danish kroner (10.1 billion dollars). Yet, LEGO feels it's becoming increasingly challenging to compete for children's attention. This desire to retain its audience drives its experimentation.