Dentsu expands gaming presence with LEGO title

SMG Studio, a dentsu-owned gaming company, has partnered with the LEGO Group and publisher Fictions to launch LEGO Party!, a multiplayer game designed for both couch co-op and online play. The title features four Challenge Zones based on classic LEGO themes including Pirates, Space and NINJAGO, bringing the brand’s creative universe into fast-paced party gameplay.

The Australia-based studio, which has worked with global brands since 2013, developed the game with support from VicScreen and Screen Queensland. The project highlights dentsu’s growing investment in gaming as a platform for brands to connect with global audiences.

Ash Ringrose, Head, SMG Studio: "Bringing LEGO Party! to life has been a dream come true for our team. Working alongside a group of Aussie LEGO designers, we literally created every character brick by brick, using more than one million LEGO bricks throughout the game – and had a heap of fun along the way. I’m incredibly proud of our team of designers, developers, gamers and creatives who have all rallied around this project. What excites us is the power a game like this can have in bringing communities of people together. Whether it’s families in the same room, or friends connecting online, LEGO Party! is about celebrating creativity, play and connection in a way only gaming can deliver."

Ringrose: "We’re incredibly grateful to VicScreen and Screen Queensland for backing LEGO Party! and believing in its potential. Their foresight and investment in local talent and development goes far beyond a single title, it’s positioning Australia as a global force in digital entertainment, games and innovation."

The launch of LEGO Party! reflects dentsu’s strategy of helping brands expand into the gaming space.

Brent Koning, Global Head of Gaming, dentsu: "Gaming isn’t just advertising, it’s culture. With more than 3.4 billion gamers worldwide, brands are increasingly recognizing that gaming is a channel where they can authentically connect with diverse communities in ways that are interactive, immersive and measurable. Great IP knows no boundaries, and yet again we can see how a physical experience can translate into a winning digital experience that brings fans and families together."

LEGO Party! is now available on PC, Xbox Series X|S, Xbox One, PlayStation 5, PlayStation 4 and Nintendo Switch.

www.dentsu.com

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