Unfortunately, not everything went as planned. LEGO contacted several online game studios, amongst them the Colorado-based NetDevil studio that was selected to create the LEGO experience online.
In October 2005, after LEGO had survived a major crisis, it again looked into expanding its portfolio, this time into online games. The story of LEGO Universe is recounted in David Robertson’s book Brick by Brick. In this post, I will examine the story of LEGO Universe, look into what success in online gaming looks like, take a look at LEGO Minifigures Online, and consider potential niches for the LEGO brand in online gaming. It first ventured into online gaming in 2005, when it commissioned work on LEGO Universe (released in 2010, shut down in 2012), and it has two newer ventures into that space going on with LEGO Legends of Chima Online and LEGO Minifigures Online. LEGO has been interested in online gaming for a long time.
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