Gaming
Plastic figures to emerge from 'Lego' game
Published Monday, Mar 3 2008, 14:31 GMT | By David Gibbon
Lego plans to offer players of its forthcoming online game Lego Universe the chance to see their onscreen creations made into physical products.
The firm, which hopes its idea will allow its massively multiplayer online title to stand out from the crowd, said it will make the products at its manufacturing plant in Denmark.
Development director Mark Hansen said of the idea: "That's what our supply chain is geared towards. It's about the customisation. We have the Lego factory in Denmark so we built the whole back-supply chain first before we built the game. From 1999, until now, we've been developing this concept.
"We're very proud of that because there's no one else that can do that."
Lego, which first unveiled user-designed models using its Lego Digital Designer package, said its amateur Lego community has long been involved in the development of Lego Universe.
"The community is really the strong voice here," said Hansen. "We know we have a registered three million plus community, we know who they are. They build with Lego, they organise their own events and they are very integrated with us and they are very happy about the opportunities the game will offer.
"They have a lot of voice and a lot of say in the development of the game. And we're very lucky that developer NetDevil is open to accepting that way of working. A lot of developers out there understand what community is in respect to playing a game, but this is really about working with a community that is on 24/7."
The firm, which hopes its idea will allow its massively multiplayer online title to stand out from the crowd, said it will make the products at its manufacturing plant in Denmark.
Development director Mark Hansen said of the idea: "That's what our supply chain is geared towards. It's about the customisation. We have the Lego factory in Denmark so we built the whole back-supply chain first before we built the game. From 1999, until now, we've been developing this concept.
"We're very proud of that because there's no one else that can do that."
Lego, which first unveiled user-designed models using its Lego Digital Designer package, said its amateur Lego community has long been involved in the development of Lego Universe.
"The community is really the strong voice here," said Hansen. "We know we have a registered three million plus community, we know who they are. They build with Lego, they organise their own events and they are very integrated with us and they are very happy about the opportunities the game will offer.
"They have a lot of voice and a lot of say in the development of the game. And we're very lucky that developer NetDevil is open to accepting that way of working. A lot of developers out there understand what community is in respect to playing a game, but this is really about working with a community that is on 24/7."
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