Lego Partners with Epic Games for its Upcoming Metaverse Expansion

Posted by Nimi Qaisar | Mar 17th, 2023 11:03 IST

Lego Company is expanding its world in the Metaverse by partnering with gaming engine maker Epic Games. The toy firm is preparing the kids for an enhanced virtual world of Lego online. 

Lego and Epic Games will band together for future Metaverse initiatives

Renowned Danish toy company- Lego, which you might remember from its colorful plastic bricks, is now expanding its reach toward the virtual worlds. They are meaning to target digital markets with a metaverse initiative. Lego has collaborated with Epic Games known for Fortnite for this future Metaverse project.

(Also Read: Undeads Metaverse: Redefining Play to Earn NFT Gaming)

They are aiming to continue growing Lego products to such an extent that the brand can be recognized even online. The CEO of Lego- Niels Christiansen, discussed the aim of the company to reach digital space by saying-

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

Desire to explore the digital space doesn’t suggest that Lego has been declining in its ‘real-world’ gross sale. In fact, the revenues of Lego are successfully rising by 17% compared to the year 2021, especially marking strong sell-outs in Western European and American countries.

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Lego’s Focus on Digital Spaces & Metaverse

In 2022, Lego invested $2 billion in Epic Games' partnership with Sony, with the aim to own its metaverse platform. Lego is trying its best to gather up the kids over the digital space. Though they are making sure it's a safe and secure virtual space designed especially for kids.

Since May, Lego company also spiked the hiring of developers in the firm to create an in-house digital experience. They targeted to triple the number of software engineers for enhancing their physical and digital approach, merging different areas of their businesses into one.

On account of acquiring a new Metaverse approach for the company, Christiansen added,

“On that digital journey, we’re really upping and increasing our capabilities, and we’re insourcing capabilities that were done by consultants before … Today, it’s our single biggest investment.”

Altogether, Lego seems to be immensely sure about its future retail venture in Lego Metaverse as they’ve been gradually increasing the number of physical stores. In 2022 only, Lego even established 155 new outlets. Let’s see if these outlets & new hiring turn out to be a massive success for Lego or not. Keep exploring our other latest news related to gaming, gadgets, esports, and blockchain games on Jagran Play Blogs. Let us know what more you’d like to know about gaming. We’d be happy to direct all our gaming breeze towards you! To keep track of all the fun going on at Jagran Play’s hub follow us on our socials. Drop your feedback or just wave us simply a ‘Hi’. It feels good to be supported by y’all. 


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