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Lego digital4/3/2023 ![]() ![]() ![]() Perhaps the biggest challenge in Lego’s digital economy in this area is the video game Minecraft, which is based on building virtual structures with blocks, and will soon release its own movie, perhaps inspired by the ‘ The LEGO Movie’ project. But in all cases, the main function of the video games is to spread the brand. In these cases, the downloads are paid and there is only an iOS version. There are other games that are centred around characters or worlds whose copyright does not belong to the company, like the Batman, Harry Potter or Lord of the Rings sagas. For years, Lego has been releasing games for these devices, mostly for iOS, abut there are also a few available for Android.Īll the mobile video games that are based on Lego’s physical games are free. ![]() Today, smartphones and tablets are the supports that have the biggest influence on children. Of course, this isn’t the company’s primary business, but the visibility helps the physical games to sell better. If kids are playing on the computer, then that’s where Lego breaks in, to position itself among the available play options. Lego’s objective has always been to be wherever kids find entertainment, instead of trying to use advertising spending, for example, to try to keep kids from changing their habits. Since then, the company hasn’t stopped releasing new games and has progressively added supports for its software development as new ones have started to become more popular.įrom Windows, it made the jump to Mac OS, and to video game consoles at the end of the 90s and early 2000s, including portable devices like the GameBoy Advanced and Nintendo DS. Consoles were still an expensive option by comparison. At that time, the PC had proven itself to be a powerful entertainment platform and was beginning to enter the home. Lego launched its first computer video game, based on its physical games, in 1997. While it’s true that construction games are also a challenge for adults, who can easily take part in the process, play with their children, and take an interest in their kids having fun with this type of toys (before other types of entertainment), the purchase decision is influenced by the demands of the children, and the company targets its efforts at them, as well as the nuclear family as a whole. ![]()
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