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Lego and Epic Games Forge a Vision for the Metaverse

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In a captivating presentation at the Cannes Lions Festival of Creativity, two iconic brands, Lego and Epic Games, revitalized the discourse surrounding the metaverse. Lego’s Chief Marketing Officer, Julia Goldin, and Epic Games’ President, Adam Sussman, shared their compelling vision of what the metaverse can be—a collaborative and inclusive realm that transcends hardware and gaming devices. The collaboration between these industry powerhouses aims to introduce new play experiences that seamlessly merge the digital and real-world domains.

With an already established influence among younger audiences and a proven track record in delivering engaging digital experiences, Lego and Epic Games bring substantial credibility to the table. Fortnite, Epic Games’ immensely popular title, boasts a staggering player base of over 70 million people in the past month alone. Lego, on the other hand, has witnessed a remarkable doubling of U.S. sales over the past four years and recently announced a billion-dollar factory in Richmond, Virginia.

The metaverse has witnessed an influx of brand participation, with varying degrees of success. Some brands have leveraged platforms like Roblox and Decentraland to great effect, while others have struggled to find a meaningful presence. Lego and Epic Games perceive an opportunity to rise above the faddish nature of brand involvement and deliver a metaverse experience that truly resonates. Their shared objective is to take action rather than merely discussing the potential of the metaverse.

One of the foremost challenges recognized by Lego and Epic Games is the importance of user safety within the metaverse. Goldin emphasizes that their partnership strives to establish a foundation of user safety, enabling parents to have a clear understanding of the content their children engage with, regardless of their location in the metaverse. By collaborating with other industry players, the two brands aim to set safety standards for metaverse environments. These standards encompass accessibility across multiple devices, including VR/AR headsets, desktops, and mobile operating systems. The metaverse should also prioritize interoperability, fairness, transparency, and harness the power of community-driven creativity.

Lego has already commenced its metaverse journey by harnessing the capabilities of Epic Games’ Unreal Engine. The toymaker has utilized Unreal Engine to create packaging designs, marketing materials, and even an entire content series called “Ninjago: Dragons Rising” on Netflix. Additionally, Lego has integrated Unreal Engine tools at its headquarters, employing them to construct a digital twin for over 10,000 Lego building pieces. This allows designers and communities to unleash their creativity within various digital playgrounds, building, dismantling, and reconstructing limitless Lego products, sets, and digital experiences.

During their presentation, Goldin captivated the audience by showcasing side-by-side photos of two Lego dinosaurs, challenging them to distinguish between a physical Lego model and one built within Unreal Engine. The remarkable outcome? No one could discern the difference, highlighting the exceptional realism achieved through this innovative collaboration.

As Lego and Epic Games forge ahead with their ambitious plans, the metaverse is set to witness a convergence of digital and physical realms. By uniting their expertise, these brands seek to redefine the possibilities of play experiences, inviting individuals from all walks of life to participate in this shared virtual ecosystem. Through their partnership, Lego and Epic Games endeavor to establish safety standards, encourage creative expression, and shape a metaverse that captures the imaginations of both the young and the young at heart.

The metaverse’s potential for bridging the gap between reality and the digital world is vast, and with Lego and Epic Games leading the charge, we can expect a future where play knows no bounds.