Tuesday, March 5, 2024

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    Here is how Lego’s partnership with Fortnite stacks up as an example of video game brand marketing

    Today, Dec. 7, marks the release of “Lego Fortnite,” a collaboration between the popular Danish toy brand and Epic Games. The launch is one of Epic’s most ambitious brand partnerships yet — and it showcases Lego’s skillful use of video games to market both its core products and its homegrown intellectual properties.

    The crux of the long-term partnership between Lego and Epic Games is an expansive open-world game built inside Epic’s Unreal Engine. The game worlds of “Lego Fortnite” are 20 times the size of the digital environment of “Fortnite: Battle Royale” — and they’re built completely out of virtual Lego bricks, making the entire experience a showcase of the Lego brand.

    “We’ve recreated roughly 10,000 Lego bricks into this digital form pretty well,” “Lego Fortnite” creative director Eric Williamson told reporters during a Dec. 4 demo event for the game. “But we actually take that even a little bit of a step further in ‘Lego Fortnite’ — so anything that you see in the game, or in the trailers, is stuff that you can recreate in the real world with Lego bricks.”

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