Lego Prepares a Metaverse Collaboration With Epic Games to Target Digital Markets

Lego, the Danish artifact institution celebrated for its colorful integrative bricks, expects to diversify its amusement offerings portfolio, targeting the metaverse. The institution is preparing to contiguous a virtual satellite successful concern with Epic Games, the gaming motor company, to proceed expanding its marketplace stock and maturation streak by entering caller integer markets.

Lego to Present Digital World Initiative

Lego, the interlocking artifact ceramic company, is preparing to contiguous details of a metaverse inaugural built successful concern with Epic Games, the institution down Fortnite, according to the Financial Times. The determination would clarify the aboriginal actions of the institution toward establishing a beingness successful virtual worlds, targeting users successful integer markets.

The company’s strategy is to proceed increasing by offering Lego products successful specified markets, helping users admit the marque adjacent online. Niels Christiansen, CEO of Lego, talked astir the travel the institution is taking to scope this caller target. Christiansen declared:

We cognize precise good however to immerse consumers into the Lego beingness successful stores. We’re moving precise hard to make that feeling of getting into the Lego marque beingness besides digitally.

Lego grew importantly successful the past year, with revenues soaring by 17% compared to 2021, successful portion boosted by the beardown income successful Western Europe and America. Consumer income besides roseate by 12% during 2022.

A Focus connected Digital Spaces and the Metaverse

While different companies person been dilatory moving their resources distant from metaverse initiatives, similar Microsoft and Tencent, Lego is doubling down connected the thought of constructing integer spaces for kids.

In April past year, the institution invested $2 cardinal successful Epic Games successful concern with Sony, with the thought of gathering its ain metaverse level to bring kids person to the marque successful harmless and unafraid virtual spaces designed particularly for them.

In summation to this investment, the institution has been ramping up hiring to make in-house integer experiences since May, erstwhile it informed that it aimed to triple the fig of bundle engineers successful bid to instrumentality a carnal and integer approach, nary longer viewing these arsenic antithetic areas of its business.

At the time, Christiansen talked astir the spot of the integer propulsion of the company, stating:

On that integer travel we’re truly upping and expanding our capabilities, and we’re insourcing capabilities that were done by consultants earlier … Today, it’s our azygous biggest investment.

However, the institution is besides optimistic astir the aboriginal of retail and has been expanding the fig of carnal stores arsenic well, opening 155 caller outlets successful 2022.

What bash you deliberation astir Lego’s integer and metaverse focus? Tell america successful the comments conception below.