Lego partners with Epic Games to create digital world in Metaverse

Epic Games, the developer of the popular video game Fortnite, and Lego, the Danish toy production company, have joined forces to create a new virtual world. This partnership will enable Lego to expand into the digital play industry and create new experiences for its players.

The two companies are renowned for their creativity and innovation. This collaboration will bring together their cutting-edge technologies to create an entirely new gaming experience. The virtual world runs through Epic Games’ Unreal Engine, home to some of the most popular video games.

In the new virtual world, players can meet, play, work, and learn in a virtual reality world. The metaverse will allow real-life activities to enter into the digital world, creating a unique and immersive gaming experience.

Lego plans to use this partnership with Epic Games to create a virtual world where players can access their products in the metaverse. This move is part of Lego’s rebranding strategy, as they aim to expand their reach and offer new experiences for their players.

Lego presents a Virtual world dream

In April 2021, Lego invested £1.7 billion ($2 billion) in Epic games to create a metaverse that would be a safe virtual space for children to connect. Users purchased more products, and Lego recorded revenue of £7.7 billion in 2022, 17% more than the previous year.

Lego’s vision is to expand by offering its products in the virtual world. The CEO of Lego, Niels Christiansen, talked about the steps they have taken to achieve this vision.

“We know very well how to immerse consumers into the Lego universe in stores. We’re working very hard to create that feeling of digitally getting into the Lego brand universe.”

Niels Christiansen, CEO of Lego

Kids will have access to the tools that can help them explore opportunities in the digital world. In addition, it will help them become innovative creators.

This partnership between Lego and Epic Games is a smart move, given the increased need for digital experiences. It has high prospects to foster innovation and creativity in the industry. This will open up new opportunities for creators, players, and designers. With the success of this collaboration, it will be interesting to see how the two companies continue to innovate and expand their digital presence.

Photo Credit: Epic Games