Lego, the renowned Danish toy firm, is entering into a partnership with Epic Games, the developer of the widely-played video game Fortnite, to build a metaverse project for digital markets. The collaboration will seek to provide an exciting new virtual experience for fans of both companies.
It has been reported that Lego and Epic Games are collaborating to create a unique digital experience by combining Lego’s physical building blocks with Epic Games’ virtual world-building technology.
Lego has announced the new collaboration which is part of their efforts to expand their presence in the digital world and take advantage of the increasing interest for virtual activities.
Rumors are going around that Fortnite is working on a project that involves a world where players can craft and build using both real-life Lego bricks and digital assets from the game. It is said to have a “sandbox” feel to the game, giving players the freedom to create whatever they want.
The aim of this collaboration between Lego and Epic Games is to target the younger generations who have become more interested in digital and online gaming, with a large-scale promotional marketing campaign.
The move comes as other major companies, including Nike and Gucci, are also exploring ways to enter the metaverse and capitalize on the growing popularity of virtual worlds.