Video Games, Digital Play, and the
Future of the LEGO Group
Video games and the LEGO Group’s many other digital efforts are among the company's
chief focuses for the year, LEGO Group CEO Niels B. Christiansen said in a recent episode of
the LEGO® Bits N’ Bricks podcast.
“It's clearly either the one – or one of the very few – topics on top of my agenda, and
something that will never be done in one year,” Christiansen said. “It is a bit of an inflection
point right now, in the sense that we're driving from it being fragmented, not such a big
part of the totality, to really trying to make it integrated and mainstream, on product and
ecosystem and on the entire architecture of our setup of the company.”
Christiansen, along with LEGO Group chief product and marketing officer Julia Goldin, and
vice president of LEGO Games Sean McEvoy, discussed the current state of the company’s
involvement with digital efforts and video games and its path forward in an increasingly
digital world.
The LEGO Group’s 25-year history with video games started with LEGO® Fun to Build, an
educational project created by SEGA® for the “Kids Computer Pico” to appeal to young
children, fostering their natural creativity.
Since that game’s release in 1995, the company has released more than 180 video games.
Christiansen said that a number of very big milestones for the company have happened
since that first game, including the launch of LEGO MINDSTORMS®, which layered coding
onto the LEGO bricks system of play. In his tenure leading the company, Christiansen said
he has worked to better integrate digital efforts and video games into the bigger LEGO
Group picture and ensure that the company remains relevant – all while properly tracking
the ever-changing passion points of children.
"Of course,” he said, “that has meant quite a bit of investment into the area, building on
top of all the good learning that we've done with the experiments, if you want, that we've
done over time.”
Goldin noted that tracing the constant evolution of digital play and video games will
remain very important to the LEGO Group because it gives the company an opportunity to
reach children and engage with them in a variety of ways. More importantly, it supports the
LEGO Group’s efforts to inspire and empower creativity in children.
“If you look at digital play, and LEGO video games, we try to actually bring that to life. We
try to ensure that these experiences are immersive and super-engaging, but also that
they're able to bring advanced building challenges and engage kids in some level of
educational exploration,” Goldin said. “So, it's basically providing different spaces in which
they can actually immerse themselves in something that, for them, is a lot of fun, and it's
super-engaging, but at the same time we know we will enable them to learn and acquire
skills.”
Putting those ideas and interests into execution meant that the company in 2017
reorganized the way it handled the development of video games, something McEvoy views
as more of a philosophical than a structural change. That kicked off an interest in exploring
new genres and new types of play beyond just those that were created by TT Games for
the company for so long, such as LEGO Star Wars: The Video Game.
“It's not an exaggeration to say that I wouldn't be sitting here and talking to you guys, if it
weren't for TT Games and their visionary products,” McEvoy said. “But in 2017, in addition
to that partnership with TT, we decided that we would explore new genres and new types
of digital play, because we had a hunch that LEGO digital play could appeal to broader and
more inclusive audiences. And that includes more adults, a more diverse and inclusive kids
audience, and more preschoolers. And I think award-winning titles like LEGO Builder’s
Journey and LEGO DUPLO® World are starting to prove out that we were really onto
something.
“It feels really rewarding to know that our games are beginning to reach a larger and more
diverse audience of players globally.”
While McEvoy is happy with those recent wins and the launch of new products in the past
year, like LEGO Super Mario, he said the company and his group are still on the journey to
mastery.
“That is a huge aspect of our mission at LEGO Games,” he said. “I think right now we are
just beginning to see the indications of the impact that a really diverse portfolio of LEGO
digital and fluid play products can have on our brand, and the enormous opportunity they
represent to reach millions of kids and families and LEGO fans of all ages worldwide. But at
the same time, I also believe that we're developing capabilities, we're building
partnerships, we are truly beginning to dream big in a way that's going to position us for
even greater long-term success.”
The interviews were part one of a two-part series that examines the past, present, and
future of the LEGO Group’s 25-year history with digital creations and video games. In the
second episode, which hits next week, former CEO of the LEGO Group and executive
chairman of LEGO Brand Group Jørgen Vig Knudstorp and Kjeld Kirk Kristiansen, grandson
of the founder of the LEGO Group and former president and CEO of the LEGO Group, will
discuss the company’s storied past with video games and digital play and provide a bird’s-
eye view of the company’s innovative efforts in the field.
Explore more…
In order of appearance
LEGO Fun to Build
— YouTube
SEGA Pico — Wikipedia
LEGO Island — LEGO Island: Birth of a LEGO Video Game
History of LEGO Video Games — Official website
LEGO fluid play — How the LEGO Group Blends the Physical and Digital to Create New
Forms of Play
The LEGO brand and 21
st
Century Skills — LEGO CMO Says Playing Can Prepare the Next
Generation of Workers
LEGO Super Mario — Official website
TT Games — How Harry Potter and an amazing demo led to LEGO Star Wars: The Video
Game
LEGO Builder’s Journey — The Builders’ Journeys
Light Brick Studio — Official website
LEGO DUPLO World — Official website
LEGO Star Wars: The Skywalker Saga — Official website
Minecraft — Official website
Roblox — Official website
Fortnite — Official website
LEGO Unity Microgames — Rise of the LEGO Digital Creator
LEGO Brand Group — New structure for active family ownership of the LEGO® brand
Transcript
Bits N’ Bricks Season 1 Episode 17: LEGO® Video Games and Digital Play
March 31, 2021 · 46:35
Bits N’ Bricks: Introduction – 00:00
(Child's voice announcing Bits N' Bricks)
Ethan Vincent
Welcome to Bits N' Bricks, a podcast about all things LEGO games. I'm Ethan Vincent-
Brian Crecente
-and I'm Brian Crecente. Together, we look back at the rich 25-year history of LEGO games,
chat with early developers and seasoned studios, who have all tackled the creation of
video games for one of the most popular and respected toy companies in the world – the
LEGO Group.
(Music)
Chapter 1: LEGO Video Games and Digital Play – 00:33
Ethan Vincent
So, Brian, it seems like to me that the very first official LEGO video game ever made is kind
of like this afterthought. It's a weird anomaly, this game. Tell me a little bit about this first
LEGO video game.
Brian Crecente
Yeah, it's funny because we've been doing this podcast to celebrate 25 years of LEGO
video games, but we've almost never talked about LEGO Fun to Build.
(Sounds from LEGO Fun to Build)
Brian Crecente
So LEGO Fun to Build was designed for three-to-six-year-olds. It was developed by SEGA
for its Pico system. Pico, if you've never heard of it, was sort of an educational console. It
was designed to look a little bit like a book, so that instead of having a game cartridge, you
had this thing that you sort of slotted into it and you'd connect it to your television or
monitor, and then you would turn the pages. And then there were like buttons you could
use to interact with. So it was sort of a book and was based on the concept of being able
to learn as you play, which obviously works really well with the LEGO system of play and
their sort of ideology. So the software was designed as a picture book, so that small
children could essentially play with it very easily. And so every time they would flip this
page, the television screen would change and give them a new sort of play space. I was
fortunate enough to track down Akemi Kamata, who was in charge of the game's
production at the time. And she said that LEGO bricks seemed like a really natural fit for the
Pico because they naturally foster creativity. And one thing she told me this is a quote is, "I
thought that if I could make my favorite LEGO bricks that could be played with interactively
through a TV, children's dreams would spread."
Ethan Vincent
Nice, nice. You know, it's funny, because it's a tablet before the tablet, right? It's this really
interesting thing. And this was what 1995? When is this?
Brian Crecente
Yeah, yeah, that is right. And it's 1995. And then the next, the very next LEGO video game,
the one probably most people remember and some may even think was the first, which
obviously it wasn't, was LEGO Island, which came out in 1997. And we've talked about that
at great length in a previous episode of the podcast, so you definitely want to go check
that out. But even though we've been exploring and discussing LEGO video games for
months now in this podcast, there is still so much we haven't touched on yet.
Ethan Vincent
That's true. And you know, I think in large part that has to do with the fact that there's
been over 180 LEGO video games since 1995. And really, we've just scratched the surface
with our podcast, particularly in this season. And there's definitely a lot more to talk about.
To wrap things up so far, we have a special treat today. Instead of looking at a particular
game, or even theme, we were given the opportunity to chat with some of the LEGO
Group's core leadership.
Brian Crecente
That's true. And we were given so much access that we've decided to break this up into
two different episodes. The first focuses on the current state of the LEGO Group – its
efforts in the realm of the digital and LEGO video games. The second, which will run next
week, will be about the company's fabled past and the perspective of the owner family.
Ethan Vincent
Yeah, that's right. In that episode, you'll be hearing from Kjeld Kirk Kristiansen, grandson of
the founder of the LEGO Group, and its former president and CEO, as well as Jørgen Vig
Knudstorp, former CEO of the LEGO Group who currently serves as the executive chairman
of the LEGO Brand Group. But in this episode, we'll be speaking with Julia Goldin, the
company's chief product and marketing officer; Sean McEvoy, who is the vice president in
charge of LEGO Games inside the company; and of course, Niels B. Christiansen, who took
over as CEO of the LEGO Group in October 2017.
Brian Crecente
Yeah, it's an astounding lineup. And I think that listeners are in for a real treat here.
Chapter 2: Conversation with Niels B. Christiansen – 04:30
Brian Crecente
Through Niels' guidance at the LEGO Group, the company's making sure it meets children
where their interests are both in terms of physical play, and the digital play of video games.
(Music)
Brian Crecente
I'm curious in terms of this sort of push into digital, which I know, obviously, the history of
LEGO video games goes back 25 years now. How has the LEGO Group expanded its
approach to digital experiences and technology and products during your tenure? And
could you walk us through a little bit of that sort of digital transformational journey?
Niels B. Christiansen
Yeah, absolutely. As you say, I think it's not new at all in the sense of digital play. One of in
my mind, very big milestones, that actually happened quite a while ago, and I think at the
point in time was very, very visionary and innovative, was MINDSTORMS. So the ability to
have a LEGO play-system-based construction system that you actually had intelligence and
coding ability into that. So you could actually build things and you could then code their
behavior. I think that was a major milestone. And at the point in time when it happened, it
was outstanding. There was basically nothing like it. But I do think we can talk to different
milestones through the last 25 years, as you said, where we've actually been doing new
things, and moving forward on this digital path. So it is not new at all. But I also think that if
we go a few years back also, one of the things I realized, when I joined was really that it
was, all our different initiatives could come across being a little bit fragmented. With a very
large number of apps, considering different apps and video games and all of them not very
well integrated into the System in Play, that is the brick-based modular system that we
know works so well, and also not very mainstream, in the sense that it was very sizeable, or
was a big part of our universe, if you want, from an experience point of view from the kids.
So it was still fragmented, it was still relatively small. And at the same time, we were, as we
always actually, challenged by the challenges that a brand like ours always have – that we
need to be cool, we need to be relevant to kids, and what kids' passion points are, we
need to be fresh, we need to be the high quality and all the things that follow, but really
this relevance meant that we've been pushing forward on also using fluid play, or the
ability to enhance the play experience and make it bigger and better, and even more
relevant with a digital layer to it. That has been really important. And we pushed forward
on making it more integrated, so less fragmented, and making it more mainstream. So
bringing it much closer to the core of the business instead of being something on the side.
So I think those are the two big directions we’ve been pushing behind. That, of course, has
meant quite a bit of investment into the area, building on top of all the good learning that
we’ve done with the experiments, if you want, that we’ve done over time, so when Hidden
Side was launched, it was launched on the back of a lot of good learning around
augmented reality or different technology versions. And with the one we got there, we
suddenly thought, now the AR technology had moved to a level of sophistication that we
could actually bring it into a mainstream product. So Hidden Side became super important
for us to actually dive into this… I mean, you know, you had to build whatever, the castle or
the bus, or whatever it was, and then you brought that to life via augmented reality on your
tablet or mobile phone. And then it allowed you a gaming ability on top of that, to catch
ghosts and stuff like that.
Brian Crecente
You now have, with the LEGO Group, this amazing sort of rich history of the company
exploring and creating LEGO video games for 25 years now. Where do you see the
company pushing digital play and video games over the next 25 years?
Niels B. Christiansen
That's a big question, of course, because who can imagine what happens 25 years out? But
the way we do think about it is really, I mean, several elements. If I can just take one step
back and look at one of the real strengths of the LEGO Group, of course, apart from the
brand and everything around, is really the System in Play, this modular system that allows
us to actually create this systematic creativity that we can come out with a lot of products
of a very, very modular, it's almost the definition of modularity, or platformized things. That
will need to be brought further into digital. When we've had, I think if we look backwards
25 years, then digital video games in the beginning started being kind of very much
separate, very much a game on its own. And our journey will be one of integrating those,
making it one ecosystem that you can seamlessly actually jump around, and that takes, of
course, digitally enabling the entire company. That takes putting in the architecture that
allows all the things to be integrated, but also allows us to crank out these also digital
innovations at a higher rate. Because that will be a bigger part of our universe If we go
forward. There will be many more of our products that will have some kind of digital
element to it.
Brian Crecente
So when you talk about adding some sort of digital element to the creations of the LEGO
Group, how would you go about doing that?
Niels B. Christiansen
Either, the way we know it from LEGO Super Mario or Hidden Side or VIDIYO, or in different
ways where they link into the ecosystem or they link into a more traditional video game, or
all the more social platform type things like on LEGO Life where you can share, where you
connect, you can actually have a different [experience] around that, that would be much
more. And a big, big chunk of what we will have to do is totally digitally enabling the
company to be able to do that in the future. That has a 5 or 10 or 20 year horizon to it. And
that's a lot where I'm thinking about. How do we actually do that? How do we, by doing
that, make sure that we are just as relevant for children 10 and 20 years out, as we are
today? And there's no doubt in my mind that the digital element and the depth of the fluid
play will be higher 10 and 20 years out, and it's just a matter for us, how do we become or
stay the leaders in driving that in the toy category? That's really the ambition.
Brian Crecente
You know, when people hear the LEGO Group or hear about LEGO bricks, I think – well,
about the group itself, the company – the first thing they think about are the bricks. And
I'm just curious, is that something that you think will always be the case? Or do you think
there'll be a time when it becomes something, the company becomes something, that's
more known for its System in Play or known for its video games or digital efforts?
Niels B. Christiansen
I actually think the brick would always be at the heart of it. So I think that would be very
key to what people know us for. But I think it's around the brick, there are a lot – the brand
is really, really strong. And just in 2020, we got some really exciting awards around the
brands showing that people understand the brand in the broader sense. But it's always
related to the brick, and I think that System in Play – that physical element – is so unique,
and stand out in a way, that I think, that will be there 10 and 20 years out. But I think the
extent to which we can reach more and more children around the globe, with all our play
experiences, will depend on our ability to build this digital layer on top. Because I think
that's so needed to stay relevant, and really be there with the type of play experiences that
children really, really like to go into. And I think the brick will be super relevant. We had
this discussion, like four years ago. I often got the question, “Is this brick still going be
relevant, and will everything move away from that?” And I think the last year has just
confirmed to me that the brick is more relevant than ever. And by being successful in
creating also a digital layer, and some even more exciting play experiences, that just makes
the brick even more relevant and even more loved. So in that sense, I'm sure the brick will
be around and will be loved for many, many years to come.
Brian Crecente
You know, it's interesting, I was just reading somewhere that families building LEGO sets
together, that the people who do that, has increased drastically during the coronavirus
lockdown. And I think that probably touches on what you're saying here. Do you feel like
there will be a time in the future where maybe families get together and play LEGO video
games as much as they are building LEGO sets today during the lockdown?
Niels B. Christiansen
Yeah, it's a super good question. I guess the short answer is yes, I think it's there. It's also
up to us, of course, to make sure that the family friendliness that we have really progressed
on the physical side, that that also goes on digital. And there are many different ways of
linking products together, but also linking different elements of the ecosystem together.
And that's where we have pretty great ambitions for – how can we create family hubs that
would allow for this? Maybe just one example that goes towards what you're saying here is
our introduction of the digital building instructions. So taking more like a digital
perspective on that, by making building instructions digital. We can first of all, if we can
actually, we can make links into video games around what is actually happening: Where is
this relevant? How would it actually be? But we can also, on the other hand, allow for family
builds or multiplayer builds, in the sense that, if we were three around the table, we could
build it together. We could each be there with a digital building instruction, building our
part and see how it actually would come together, instead of everything having to be
sequential out of one manual that you could only be at one page at the same time. And
then the next step of that, I think, would be to use that to create even more meaningful,
also family- building together activities where you could build things where maybe some
builders are not as well as well-practiced as other builders. So there would be some, you
could actually maybe choose how difficult your build would be. You could build different
capabilities together, and that's where I would think there would be some super exciting
opportunities of linking into to also more traditional digital video games and making a
connection and making the building experience then even more exciting, and making the
roleplay afterwards then maybe happen more digital, so the options are just so many.
Brian Crecente
The LEGO Group’s digital transformation agenda seems to touch on everything within the
company, including product development, manufacturing, brand stores, e-commerce,
digital play, and of course, video games. How important is that agenda to the company?
Niels B. Christiansen
It's clearly either the one – or one of the very few – topics on top of my agenda and
something that will never be done in one year. And we've talked about it, we have like 25
years of experience and experimentation and testing and investments behind us. And I'm
sure we'll have 25 more, and we'll be wiser as we go. But it is a bit of an inflection point
right now in the sense that we're driving from it being fragmented, not such a big part of
the totality, to really trying to make it integrated and mainstream, both on product and
ecosystem and on the entire architecture of our setup of the company. And it is just so
exciting to be able to make the investments and build the capabilities that it takes to really
transform the company on this. So super exciting times.
(Music)
Brian Crecente
That investment that Niels is talking about here is one that has been going on for nearly
two decades now. A significant investment, not just in the digital products of the LEGO
Group, but in the company's very infrastructure and process. This evolution led to a
decision to seamlessly combine the physical and digital in the way the brand thinks about
everything. And in many ways, it empowers much of the company's deep efforts in
pursuing innovative physical, digital, and fluid play experiences. In fact, Niels just
announced that the company is expanding its digital and technology teams this year.
Ethan Vincent
Yeah, and I don't think you can overemphasize the importance that digital plays in the
company today. In a recent interview with the BBC, Niels said that every 2.77 seconds,
someone uploads a LEGO creation to the company's digital platform that they want to
share.
Brian Crecente
Yeah, that underlines the fact that not only is the LEGO Group interested in digital
experiences, they're delivering the same sort of play to the digital world that made them a
leader in the physical one.
Chapter 3: Conversation with Julia Goldin – 17:50
Ethan Vincent
And we've discussed a lot of this in previous episodes, including diving into what role fluid
play serves at the LEGO Group, and how the company's latest effort, LEGO VIDIYO, fits into
that. One of the people we spoke to at the time was Julia Goldin, the company's chief
product and marketing officer, and she speaks and writes regularly about the deeper
impact of LEGO creations on children. We had a fascinating talk for this week's episode
about her approach to communicating the LEGO Group's expansion into the world of the
digital and how video games play a pivotal role at the LEGO company.
(Tune)
Brian Crecente
How do you define digital play? How has it evolved in your mind over the years and why
do you think it is important to the LEGO Group?
Julia Goldin
Yeah, I think digital play is something that continues to evolve. I think it's going to continue
to be very important to us because it gives us an opportunity to reach kids and engage
with them in so many different ways. And importantly, engage with them in the world that
they are growing up in, and the world that is also very interesting to them. And
undoubtedly, one of the key things that is going to continue to be very important to us is
the kind of integrated, let's say play, where digital connects with the physical, because the
LEGO brick will continue to be at the center stage of our experiences. We see it at the
center stage of our physical experience, but also experiences that then connect physical
and digital.
Brian Crecente
I know that you you've spoken quite a bit about, and written about, how the LEGO Group
goes to such great lengths to inspire and empower creativity in children and how that's
such an integral element of everything that the LEGO Group does. I am just curious, how do
you think the LEGO video game creations tap into that mission, and how is it that you pass
on that message to consumers, so they realize that that mission is being realized within a
game?
Julia Goldin
What we know from all of the work that we do with LEGO Foundation is kids learn when
they play. And when they are really engaged and immersed in activities that they do, that's
when they’re really able to enjoy what they're doing. But as they do that also, experiences
that help them to problem solve, to stimulate their imagination, their creativity, and their
critical thinking and ability to kind of overcome challenges – those are all the kinds of
things that help kids to develop, and help them to develop very important, what we call
21st century skills, such as problem solving, and creative resilience, and cooperation, and
skills that they will need in order to be successful. So we believe that this is really, really
important. And then if you look at digital play and LEGO video games, we try to actually
bring that to life. We try to ensure that these experiences are immersive, and are super
engaging, but also that they're able to bring advanced building challenges and engage
kids in some level of educational exploration. So it's basically providing different spaces in
which they can actually immerse themselves in something that, for them, is a lot of fun and
is super engaging. But at the same time we know will enable them to learn and acquire
these skills. And that is something that we will not talk to kids about. We don't tell them,
“Oh, you're going to learn through this experience.” But of course, in designing our
experiences, we want to make sure that they do go through these kinds of immersive
journeys. And that's very much the message that we also communicate to parents and
various stakeholders.
Brian Crecente
You know, I'm absolutely fascinated with the LEGO Group's use of fluid play, this idea of
creating experiences that allow people to fluidly move between the physical and digital in
their play. And it seems to me that that is an increasingly important part of the LEGO
Group's approach to the sort of new experiences that you've been talking about. What role
do you think concepts like fluid play will take in the future of digital play and LEGO video
games? And how do you think that will compare to sort of the more traditional forms of all
digital video games?
Julia Goldin
I think this is an evolution and how children are going to play that is going to be here for a
long time and will continue to evolve, and it's driven by the innovation that we see around
us, because more and more we see physical objects that are enabled digitally and
seamlessly, and have intelligence and ability to respond and react to external stimulus,
whether it's voice or whether it's behaviors. And I think that will continue to enable this
fluid play more and more and more. And we see that. We launched LEGO Super Mario in
2020, and we could see how much kids were engaged in their ability to actually play out
something they used to be purely digital in the physical space, but similarly, they could
easily move in between the physical world into the digital app. So I think that's just an easy
way of understanding how fluid play works and how it can evolve. I think it's going to be
very important because it gives an opportunity for even more immersiveness. And we
know that also, this is something that parents will support because a lot of parents
understand the benefit of digital play, but over 70% say they still would love to see
experiences that connect both digitally and physically.
Brian Crecente
So Julia, a little earlier today, we heard from Niels about where he thinks the LEGO Group
will be going over the next 25 years. I'm just curious what your thoughts are on that. Can
you give us your personal perspective on how you see the company's digital-playing video
game strategy evolving over the next quarter of a century?
Julia Goldin
Well, 25 years is a really long time. So let's see where the journey takes us. I think it's been
an amazing journey. You know, in these years, a lot of things have changed and evolved.
We have released 180 LEGO games across many different platforms and went from console
to PC and web and now to mobile. And we've been working with a lot of different
partners. So in general, it's been very successful 25 years. I think in the future, games will
continue, and digital play will continue to play an increasingly more important role,
because it gives us a lot more ability, as I said, to actually be very relevant and engaging to
kids, meet them where they want to be, and at the same time, do something that is
unprecedented and unique, by connecting strongly digital play with physical play. And
there are many different opportunities, but for sure, given the foundation that we're
building on, we will be, one, very focused on delivering on our mission to inspire and
develop the builders of tomorrow. We will be looking to leverage all of the potential that
digital transformation and evolution and innovation gives us to enable us to deliver
immersive and engaging experiences, to be able to deliver opportunities, even more
opportunities for kids to explore their creativity and their imagination to express
themselves. Even more opportunities for them to go on missions that help them to problem
solve, to move through challenges, to build their creative resilience and their confidence.
And even more opportunities to seamlessly connect the digital and physical world. I think
that's going to be another very important dimension of digital, playing digital games,
which previously we have not – we couldn't have probably imagined to the same extent 25
years ago.
Brian Crecente
I know you probably hear this question a lot, and I know Niels told us he does, but I’d love
to hear your personal perspective on this, and that is, do you think that the digital LEGO
brick will ever replace the physical LEGO brick? Or do you think we'll always have those
physical bricks out there for children to play with?
Julia Goldin
Personally, I believe that there will be roles for both digital and physical. And the reason I
say that is because the hands-on experience is really important, and it's really rewarding.
And I still see a very unique experience that building with physical bricks gives to a child or
a person. And therefore, I believe that the physical brick will always have a really key role
to play. But I also feel that there is a lot of room for digital experiences to enhance the
physical experience, or also be in parallel, an opportunity to build and rebuild and create
amazing things. For sure, if you kind of think about the types of building that you can do, it
is different. It gives children, in particular, more possibilities in some ways to build really
big when it comes to digital play because it's easier, but at the same time, the kind of pride
and the kind of satisfaction that they get out of creating something with their own hands, is
also something that's really exciting to see, and I know that that is highly appreciated by
parents. We know through our own data and all the research that we've done, that even
though parents around the world really appreciate the qualities, the positive qualities of
digital play, but seven in ten say that they would be happier to let their child play with
digital games if it also involved the physical play. So I think they also fully understand the
importance of the physical experience for children's development. So we really believe in
the hands-on minds-on experience. And I think the combination of physical and digital is a
perfect representation of that. I believe, personally, the physical play, and the physical
brick will be at the core of the LEGO Group moving forward. But I also believe that digital
play will evolve and will continue to become more and more prevalent.
(Music)
Ethan Vincent
I like hearing about the physical and digital play at the LEGO Group and the experiences it
creates, right, Brian? I mean, it's not really an either-or. They can be both, and I think in
many ways, that's what makes fluid play. As Julia describes it, it's the best of both worlds.
It's a very additive experience that can increase immersion without losing the benefits of
either form of play.
Brian Crecente
That's true. Hearing that insight from Julia and Niels adds a sort of big picture perspective
that really helps to provide context to the sort of creations that the LEGO Group has been
focusing on over recent years, at least in terms of how LEGO video games and digital
experiences have evolved, become such an integral part of how the company innovates
and play.
(Music continues to play softly)
Chapter 4: Conversation with Sean McEvoy – 28:38
Brian Crecente
And now we're going to be adding to that perspective with Sean McEvoy, who started at
the LEGO Group in 2017 as the head of LEGO Games. His perspective comes from his own
day-to-day focus on how games get made inside the company. And in fact, in 2019, he
even stepped in as the executive producer of the LEGO Super Mario experience and theme
sets. What's interesting with that particular theme set is that it has gone on to become one
of the company's most successful launches. We spoke with Sean about his experience
leading LEGO Games and what the future holds for gaming through the lens of the LEGO
brick in this last interview.
Ethan Vincent
You joined the LEGO Group in 2017. That's the same year that the company kind of
reorganized the way it handled the development of video games. Can you kind of walk us
through maybe the company's strategic approach to video games prior to that
reorganization? And maybe how it changed in 2017 and why?
Sean McEvoy
Absolutely. In terms of the changes we made, I actually view them as more philosophical,
as opposed to structural. And that related – that philosophy anyway, from our perspective
– related to what a LEGO digital play experience could be and who it could be for. And I
remember I was listening to lots of [Bits N’ Bricks] episodes in the lead-up to this interview.
And I remember one of the earlier episodes, I'm gonna paraphrase, but there was
comment, that the audience for LEGO games kind of couldn't be faulted for assuming that
the TT action-adventure titles were the entirety of LEGO digital play. And that they were,
you know, they kind of were LEGO games, full stop. And in some respects, those games
deserve that mantle. And I would say it's not an exaggeration to say that I wouldn't be
sitting here and talking to you guys if it weren't for TT Games and their visionary products.
But in 2017, in addition to that partnership with TT, we decided that we would explore new
genres and new types of digital play, because we had a hunch that LEGO digital play could
appeal to broader and more inclusive audiences. And that includes more adults, more
diverse and inclusive kids audience, more preschoolers. And to this day, I think looking
back, award-winning titles like LEGO Builder's Journey and DUPLO World are starting to
prove out that we were really onto something. And it feels really rewarding to know that
our games are beginning to reach a larger and more diverse audience of players globally.
Ethan Vincent
That's awesome, yeah. So how do you think these changes have impacted the sort of
games that the LEGO Group works on, and the way they work on them?
Sean McEvoy
Well, to use the example of Builder's Journey, that was a game that was an entirely new
approach for us in so many ways. First and foremost, it was developed by an internally
funded studio, Light Brick Studio in Copenhagen, led by Karsten Lund. Secondly, it sought
to tell a story in a non-traditional way. So, you know, as opposed to minifigures, and
cutscenes, and really strong and overlaid narrative, the team placed digital LEGO brick-
building and problem-solving at the heart of the play experience. And the narrative was
subtle and poetic and incredibly powerful still. And I think that, because of those kind of
shifts from what was expected, the game really surprised audiences with a play experience
that was truly unexpected, based on what they'd experienced of LEGO digital play in the
past. And in other ways, it was what they'd always wanted in a LEGO digital play
experience. So something really tactile, something that was like a true expression of the joy
of building and pride of creation that's at the heart of everything we do as a company. And
I was just reflecting the other day, that I think it says a lot that the most consistent kind of
constructive feedback we get in reviews of that game was that they wanted more. So
basically saying, you know, give us more of this game and kind of an expanded Builder's
Journey experience. And to that, I will just say, stay tuned.
Ethan Vincent
Yeah, that's awesome. I mean, that's one of the things I remember Karsten talking about is
that the biggest point of feedback was, I'm so quickly done with these levels. Thank you,
but I finished it in a day and a half, and obviously, in these times of COVID we rush through
our games, or at least we have more time to finish them, I guess. But that's cool. I think that
you're absolutely right on how this new innovative approach has kind of pushed that in the
right direction. Let's talk a little bit about these groups that are working on video games at
the LEGO Group. As I understand it, there's like five different, I don't know, departments,
divisions, and maybe you can help us kind of understand what they do and what sort of
focus they have as they approach working on games.
Sean McEvoy
You're absolutely right, we've sort of organized ourselves into five, what we call
“workstreams.” And we're, we say it a lot, but we're a – we like to say a small but mighty
team that's spread across the globe and focused on these initiatives. And the way we've
organized ourselves is that, what we're trying to do is really to deliver on that promise of
expanding to new genres, expanding to new audiences, and expanding to new
geographies for LEGO games. So really kind of redefining that expectation of what a LEGO
game can be and who it can be for. So then, very specifically, we've got, we have a team
focused on what we call our “core audiences.” So this is a team that's responsible for our
triple-A console and mobile titles across all platforms. Then we have a team that's focused
on what we call “new audiences.” And that team is developing concepts and partnerships
that will allow us to bring innovative, new digital play experiences to adults, to
preschoolers, and to a much more, as we view it, diverse and inclusive audience of kids.
And that means that we're going to be looking at new genres and play experiences
beyond action-adventure. So it's not to say that we don't see great value in action-
adventure and in those TT Games titles that have done so much for us and really built the
foundations for LEGO games, but we just think there's a big opportunity to do more and
reach diverse audiences. And then we've also recently built a team focused on self-
publishing. So one of our work streams is working with developers to bring innovative,
what we would describe as, kind of double-A titles to console and PC platforms. So really
connecting to hyper-creative, small teams of developers, and thinking about ways that we
can either fully fund or co-fund development and publishing activities for those titles. Then
we have, speaking of new geographies, we have a team that's focused on APAC and China,
and really looking to ensure we develop partnerships and products that can resonate with
local audiences in that region. And then, and we're finally at five, I haven't lost count yet.
Last, but definitely not least, we've got a team that's focused on innovation in a space that
we call “social creative platforms.” And these are digital play experiences that are
inherently social and collaborative in nature, the kind of digital playdates that our audience
loves. And we feel a tremendous responsibility to offer more experiences like this in our
portfolio. So we're hard at work developing and partnering to offer more of them to our
audiences. And that brings us to five.
Ethan Vincent
Wow, 25 years ago, right? The LEGO Group was firmly just this physical toy company, and
today it's a master of, not just the physical creative space, but the digital. How important a
role do you think video games played in that journey? And how important do you think
digital is in general to the LEGO Group?
Sean McEvoy
So I’ve got to take a little bit of issue with that characterization of the LEGO Group as a
master of the digital play space, Ethan. And to be honest, no, I really think that we are on
that journey to mastery, but I really don't think that we're there yet. And that is a huge
aspect of our mission at LEGO Games. I think, right now, we are just beginning to see the
indications of the impact that a really diverse portfolio of LEGO digital and fluid play
products can have on our brand, and the enormous opportunity they represent to reach
millions of kids and families and LEGO fans of all ages worldwide. But at the same time, I
also believe that we're developing capabilities, we're building partnerships, we are truly
beginning to dream big in a way that's going to position us for even greater long-term
success. And all of that is going to be built on the foundation of these last 25 years of
innovation, and great products. So, I'm super excited for the future, but I really do think
that we are right in the midst of that journey. And I could not be more excited for what's to
come.
Ethan Vincent
I do want to see what your vision is. I mean, talking about the future is definitely one of
those things where you're supposed to dream big, you're supposed to reach for big things.
I want to hear what Sean has to say about dreaming and maybe your vision of what the
future will be, and you know, maybe it's the next 25 years, considering we've just brought
25 years of LEGO games to an anniversary.
Sean McEvoy
I think it's on two timescales, Ethan, and I think that in the short term, you know, I talked
about our upcoming products. I am so excited for that portfolio, some of which I can talk
about, like LEGO Star Wars: The Skywalker Saga. That is the result of this tremendous,
long-standing partnership, right? Like our partnership with TT Games. And then you have
future products, which, again I have to be a little bit mysterious here, are the result of really
exciting new partnerships that are going to bring new genres and new digital play
experiences to our audiences. And then in the more distant future, this is where it gets
incredibly exciting to me because I think our opportunity is unique. When you look across
the industry – and both the toy industry and the digital entertainment industry – I think we
have an opportunity to build a portfolio of play experiences that cut across our digital and
physical portfolio, and the company's unique ecosystem of physical locations. So LEGO
retail stores, and the LEGOLAND Parks, and other real-world locations that also represent
opportunities for play. And that that digital and physical ecosystem of play can seamlessly
combine digital and physical and fluid play. Because for kids, there isn't a distinction to be
made: Play is just play. So for me, 25 years from now, that is still going to be true. And if our
vision comes to life, and I am so confident it's going to, the LEGO Group is still going to be
leading the way when it comes to inspiring and developing the builders of tomorrow
across digital and physical and fluid play. So I couldn't be more excited to be on that
journey. I think we've got such a great team to achieve that. And there's a huge
opportunity ahead of us.
Brian Crecente
I know you can't talk about the specifics of what the five teams are working on. But I'm
curious if you could talk in a little more detail about why you, and I guess others, decided
to create those specific five teams. Like, why focus on those five groups versus five other
types of things that you could focus on?
Sean McEvoy
It's a great question, Brian. There's a couple of reasons why. The first was, we recognized
that as we had been previously structured, we really were – we were very much platform-
focused. And so what that led to, I think, was actually quite a bit of disconnection in terms
of the way we were developing our portfolio of experiences. And also, there was the risk
that we were kind of putting audiences second in our priority, and really thinking
specifically about, “Well these are the right products for this particular platform, and we
know what we know about our audience, and so we will deliver something that is going to
make sense to that audience on that platform.” I think we're recognizing that, more and
more our audiences are playing seamlessly across all of those platforms. And many of the
products that we're creating for those platforms are cross-platform in and of themselves,
right? So we really thought, let's think about ways that we can kind of break down some of
those barriers, and actually, even though I spoke to kind of five workstreams, be a little bit
less siloed and a little bit more able to kind of work across and support each other, have
knowledge sharing and ideas that are shared across, and not be super precious about, well,
this is a product that can only appear on a certain platform with a certain partner in a
certain genre. We really want to start to open up the aperture a bit in terms of how we
develop those concepts, and then how we drive them forward.
Brian Crecente
And I know that this is a very specific question, but I think it speaks to a broader point,
which is the notion – one of your streams is social [creative] platforms, and obviously that's
become a huge thing with the rise of things like Minecraft and Roblox and Fortnite. So what
I'm curious about is, is there, in your mind, an approach, that the LEGO Group would want
to take where it creates its own sort of metaverse, sort of its own major social platform? Or
do you think that the future is more about linking up with some of these preexisting social
platforms?
Sean McEvoy
I think the first thing to say is that we're actually hard at work already in that workstream,
via our partnership with Unity and the Unity Microgame project, to start to offer those tools
for creativity and sharing and a much more social play experience. That is, to us, that kind
of begins to be the foundation for something that could be much bigger. But what we've
also said within the team is, as opposed to kind of PowerPointing our way into a strategy
and a suite of a roadmap of products, we really want to start to, whenever we can, actually
partner and begin to build, encounter our audiences where they are and get feedback from
those audiences. So while it's a, you know, that is an early day’s partnership that's really
showing a tremendous amount of promise, we could envision that something like that
could become much bigger over time. And really, just as I said previously, when we're
thinking about an ecosystem of experiences that cuts across digital and physical play,
those kind of tools for creativity we see as really foundational across that entire ecosystem.
So investing in those kind of tools is definitely where we see our portfolio heading over the
next 25 years for sure. Whether that's one product or a suite of products or sort of
philosophy for how we approach product development, I think it's all of those things to
some degree. And, as I mentioned before, there's some stuff that I kind of can't talk about
just yet, but that we'll be excited to talk about it in the not-too-distant future.
Ethan Vincent
I did want to ask you your perspective on what you think is maybe the biggest challenge
that you're faced as the vice president of LEGO Games? Since we do get to the core
sometimes of how we're feeling about where things are at, and I would just be curious
what your thoughts are, if you would be willing to answer that question.
Sean McEvoy
I'd actually characterize it less as a challenge and more of an opportunity. I think that this
podcast is a great testament to the fact that there has never been a lack of willingness to
explore the space of digital play and games at the LEGO Group. I think that our opportunity
now is to really shape that willingness into very direct action. And to ensure that, as we've
mentioned so many times before, we're building for the next 25 years – we're building on
those foundations that have been built by everybody who came before us and contributed
to all of the incredible projects that have been brought to market over the last 25 years. I
don't think we've ever been better positioned to move that legacy forward in a hugely
positive way. And I think that the company recognizes that in a really powerful way right
now. So to me, it's again, a little bit less of a challenge, a little bit more of an opportunity
that we have to as stewards of LEGO games here at the LEGO Group, we've got to take
advantage of it. And so that has me really excited for the future.
(Postscript music)
Bits N' Bricks: Credits – 45:38
Ethan Vincent
Bits N' Bricks is made possible by LEGO Games. Our producer is Ronny Scherer. Your hosts
are Ethan Vincent and Brian Crecente. Episode producing and editing by Ethan Vincent.
Writing by Brian Crecente. Mixing and sound design by Dan Carlisle. Music by Peter Priemer
and Henrik Lindstrand from the award-winning game LEGO Builder's Journey, which you
can play on Apple Arcade today.
We'd like to thank our participants: Niels B. Christiansen, Julia Goldin, and Sean McEvoy.
We'd also like to thank the entire LEGO Games team, and Anders Tankred Holm for
additional recording support. For questions or comments, write us at
. And as always, stay tuned for more episodes of Bits N' Bricks.
LEGO, the LEGO logo, MINDSTORMS, DUPLO, the Brick and Knob configurations, and the
Minifigure are trademarks of the LEGO Group. © 2021 The LEGO Group.
All other trademarks and copyrights are the property of their respective owners. All rights
reserved.
