KIRKBI, the holding company behind the LEGO Group, has announced the creation of a new company named LEGO Digital Play to help broaden the world of digital LEGO experiences.
LEGO Digital Play is a new entity under the KIRKBI umbrella, the LEGO Group’s parent company , and will serve as the primary developer of the LEGO Group’s digital experiences going forward.
The goal of LEGO Digital Play is to push LEGO gaming experiences even further, developing new and innovative ways to play digitally. It will operate independently of the LEGO Group and focus on entirely new digital play experiences — that means anything current, including LEGO Fortnite, will still fall under the control of the LEGO Group. But any future games and other digital experiences will be developed by LEGO Digital Play.
“The LEGO brick will always be at the heart of the brand. But gaming and digital play continue to grow strongly,” said CEO Niels B Christiansen. “More children are playing online, and gaming offers opportunities to reach more kids with innovative play experiences. The LEGO brand wants to play its part in creating truly extraordinary, fun, positive and safe experiences for future generations of kids.”
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Aaron Loeb has been given charge to steer LEGO Digital Play towards this optimistic future. Appointed President of LEGO Digital Play, Loeb has worked in the gaming industry for over 30 years, having been a part of projects that involved Marvel, Avatar, The Simpsons and more.
“LEGO bricks have been an ever-present source of play in my life,” Loeb said. “Building a new entity dedicated to providing players around the world with playful magical LEGO experiences is probably one of the most exciting opportunities in the games industry.”
Loeb will be charting the course for LEGO Digital Play from London, while the company at large will have offices in Europe and the United States.
What exactly is set to come from LEGO Digital Play is currently unknown, but there’s still a host of LEGO gaming experiences currently available and on the way in the coming months. LEGO Fortnite is a free-to-play mode in the Fortnite launcher; LEGO Voyagers will bring cosy co-op to the LEGO catalogue; and LEGO Party! will be the first-ever LEGO themed party game upon its release.
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