Lego and Epic Games have finally revealed the design of their kid-friendly metaverse as 2023 draws to a close. Fortnite and Lego have announced a ground-breaking partnership that promises to transform the battle royale gaming genre. The Fortnite Lego edition has been in development for a full 18 months. It is being marketed as a multiplayer “survival crafting game.” When it launches on December 7, it will broaden the Fortnite universe. It will serve as a fun and secure online playground for kids and their families. Every gaming console that supports Fortnite will have the game available. The Danish brick manufacturer is moving further into the digital sphere with this partnership. The move comes just months after it introduced “Lego Insiders,” an online loyalty program, in August.
Lego – Fortnite Metaverse Gaming Partnership
With the partnership, players can now create unique Lego islands every time they play the game. This is thanks to a randomly generated terrain system that was inspired by Minecraft. The power of the Unreal Engine is what makes this cutting-edge feature possible. It is a powerful game development platform that has created a comprehensive “Brick Database” especially for Lego. The partnership demonstrates Epic Games’ dedication to broadening its game selection and drawing in players of all ages, as does the inclusion of other features like Rocket Racing and Fortnite Festival. These advancements demonstrate the company’s commitment to developing game environments that are kid-friendly and guaranteeing young players’ safety when they are playing online.
Building audience loyalty
Lego’s partnership with the game has the potential to significantly expand its viewership. Lego could potentially reach a vast audience through Lego Fortnite, as evidenced by Fortnite’s 400 million registered users and 80 million active players monthly. Using digital programs, Lego has been cultivating audience loyalty for the past 18 months. Additionally, it has been carving out a more significant place in people’s lives. It is presenting itself as more than just a toy company and encouraging play that not only helps kids learn life skills but also enhances mental health.
Epic Games’ commitment to youth friendly gaming entertainment
Lego Fortnite is a significant step for Epic Games in drawing in younger players while still keeping the game kid-friendly. Epic Games has taken major steps to address these issues, even though the FTC had previously fined the company $520 million for concerns regarding in-game purchases and young players’ safety online. For players under the age of 13, these procedures involve the implementation of “cabined accounts,” which have particular limitations and security precautions. With an E10+ rating, Lego Fortnite is intended for children 10 years of age and older. Some video games in this genre may contain language or violent content that isn’t suitable for younger players.
— Fortnite (@FortniteGame) December 3, 2023
Creating new worlds
All age groups will be able to enjoy an immersive digital experience thanks to this collaboration. It gives users the ability to create and share their own worlds with other players by allowing them to add particular conditions and features to their Lego islands. By enabling players to explore and update each other’s worlds over time, this shared experience fosters a sense of evolution and growth within the game’s universe. Lego has been working to go beyond its reputation as a physical toy brand and develop consumer loyalty through a variety of digital programs, like its August launch of the Lego Insider online loyalty program. This is in addition to investing over $1 billion in Epic Games for this metaverse experience.
The partnership is a strategic move for both businesses. Through this partnership, Lego, one of the most well-known toy brands in the world, will be able to reach a wider audience and capitalize on the growing popularity of the battle royale genre. Working with Lego gives Fortnite’s game a distinct depth that enables them to give players an interesting experience.
Epic wants to become more popular among younger gamers, but it faces competition from titles like Roblox and Minecraft. This objective is furthered by their collaboration with Lego, a brand well-known for its cooperative building experiences, which gives kids a chance to engage in imaginative play within the Fortnite world.
Dress for adventure with new LEGO Styles of your favorite Fortnite outfits!
— LEGO (@LEGO_Group) December 3, 2023
Upcoming Game release
The Danish company’s brand value increased by 10% in the past year to $13.069 billion. It is presently ranks 59th out of the top 100 global brands according to Interbrand‘s Best Global Brands research for 2024. Though the game’s release is only a few days away, not much is known about what to anticipate from the intellectual property. The only other fact is that players will be able to explore open worlds that blend gameplay elements familiar to fans of both Fortnite and Lego.
In summary, the partnership between Fortnite and Lego represents an exciting advancement in the gaming sector. It unites two well-known brands and brings cutting-edge gameplay features that have the potential to completely transform the battle royale genre. Players can anticipate building their own Lego-based worlds. Furthermore, they can share them with the world when the game launches in early 2024.
- Even as stock markets plummet two sectors actually doing well are streaming services and online gaming.
- The mobile-gaming category is finding the brightest spot even as other businesses face the heat of countrywide lockdown owing to coronavirus outbreak.
- The mobile gaming category is more than a $60 billion-a-year market and seeing a massive surge in ad revenue.
Even as businesses across sectors face the heat of lockdown owing to coronavirus pandemic, online gaming has witnessed a welcome spike. There are more than 2.6 billion gamers, each spending over eight hours per week playing worldwide.
Why it matters
As hanging out gets difficult, gamers are active members of their communities, socializing with each other and exploring the virtual world – A world free of coronavirus. Recently, Netflix CEO admitted that when it comes to screen time, video games and not streaming services is their biggest competitor. For instance, Netflix has 167 million members, whereas one of Epic’s games, Fortnite, has over 200 million users.
Driving the news
Video games used to be played on big screens through expensive consoles but now when we think of video games, we will think of our mobile phones instead. Mobile gaming is emerging as a dominant digital ad platform and marketers are planning to leverage it as the world goes online from home.
- The months of quarantine and pandemic has changed brand engagement with the consumers. People are streaming entertainment, watching the news, and engaging with friends and family on playing games especially mobile games. Therefore, marketers are reimagining their brands and agencies are restructuring to communicate effectively on behalf of the brand and seize every opportunity on the way.
Yes, the trends are changing. The future of addressable video lives is now in the palm of your hands. The app is your TV and mobile gaming is primetime.
By the numbers: AdColony new survey in March 2020 showed mobile gaming jumping more than 24 percent as the mobile audience grew more reliant on smartphones for entertainment while sheltering in homes.
- Increase in mobile game downloads by 60 percent compared to the 30-days before the survey month March.
- The increase in casual mobile games is 28 percent whereas board game downloads grew 16 percent and there were major acquisitions too.
- Word game download grew 8 percent with a six percent lift in the already high number of sessions.
- Hardcore gamer categories like action, adventure, and role-playing have started to move upward.
61 percent of marketers polled said the coronavirus situation is leading to changes in content that they are comfortable having their ads placed adjacent to.
The big picture
Mobile games have more reach than traditional T.V. Additionally, they are backed by the best parts of digital buys – addressability, creativity, analytics, and attribution. This allows advertisers an opportunity to rethink how to leverage sight, sound, and motion to engage customers combined with the surge in users.
With In-app gaming, the brand is safe and accountable. For viewability, fraud, and accuracy, measurement vendors have built programmatic solutions, and data is defined and virtually universally accessible. In these uncertain times, the app has a lot of scope with innovative opportunities for smart marketers to go big on consumers.