Introducing the New Era of Lego Gaming
Lego is making some major moves in the digital world, announcing it will now develop its video games in-house. This announcement comes after significant investments in digital infrastructure, including tripling their software engineer workforce since 2022. Niels Christiansen, Lego’s CEO, is all smiles; the latest figures reveal revenues have soared to $10 billion.
Why the Change? A No-Brainer Decision
Christiansen believes that juggling both digital creations and the classic Lego brick experience is simply a no-brainer. “As long as we’re under the Lego brand, we can cover experiences for kids of all ages,” he states. With successes like the Skywalker Saga and Lego collaborations with Fortnite, the company is certainly no stranger to the gaming scene. However, past misfires, like Lego Dimensions, remind us that not every brick builds a palace.
Riding the Wave of Success
While many toy companies are grappling with the challenge of competing against video games for children’s attention, Lego continues to shine. Recent financials showed a 13% revenue boost to DKR 74bn ($10.1bn) and a 10% increase in operating profit. Despite the challenges of tariffs and ongoing market changes, Christiansen’s calm approach ensures that Lego’s future looks bright, whether in physical form or pixelated perfection.
