LEGO Aims for Fortnite Success through New Game Partnerships

LEGO's CEO, Niels B. Christiansen, intends to grow LEGO's business by engaging in new collaborations within the gaming industry, taking inspiration from the success of the popular game Fortnite. As part of these ambitious plans, LEGO aims to forge more lucrative deals with game developers, ultimately broadening their influence and presence in the vast video game market.

LEGO already has experience in crafting unique gaming experiences, such as product lines based on popular franchises. However, Christiansen stated that they want to go further by enhancing this collaboration with more intensive programs and events to capture the attention of both children and adults. The CEO noted that the gaming business offers endless opportunities for customer engagement, which is a vital part of LEGO's developmental strategy.

The company is considering integrating its vibrant LEGO gaming concepts into already successful gaming worlds like Fortnite. LEGO believes that collaborative projects can create hybrid games that stand out in contrast to traditional methods of customer engagement. This move aims to attract a new generation of buyers and fans of the brand by effectively adapting their products to a digital environment.

Christianen also emphasized that a significant aspect of their strategy is utilizing platforms for engaging with the player community. LEGO strives to create unique experiences that foster creativity and offer opportunities for interaction among users.

In conclusion, Niels B. Christiansen expressed confidence that such innovative approaches could significantly increase both sales and LEGO's popularity as a storyteller, making the company more competitive in the evolving gaming market.

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