LEGO’s Latest Gaming Strategy Faces a Challenging Crossroad

Since 2005, LEGO has been a formidable player in the video game industry, thanks to its collaboration with Traveller’s Tales that brought us unforgettable titles like LEGO Star Wars: The Video Game. For years, gamers have been entertained across various genres—Lego Marvel Super Heroes for comic aficionados, LEGO Harry Potter and LEGO Lord of the Rings for fantasy lovers, and adventures such as LEGO Pirates of the Caribbean. The promise of endless fun was consistent. However, the dynamics are shifting.

With the rollout of LEGO Star Wars: The Skywalker Saga in 2022, whispers of intense working conditions at Traveller’s Tales pushed LEGO to reevaluate their exclusive agreement with the studio. Since then, we’ve seen a surge in LEGO-themed games from other developers, hinting at a diversified approach to LEGO gaming. Intriguingly, LEGO is now gearing up to launch its own in-house studio aimed at expanding its gaming portfolio. What this means is still up in the air, but they might face an uphill task capturing the hearts of their audience.

Following the opening of doors to outside development, LEGO enthusiasts saw new entries like LEGO 2K Drive—a fresh dive into racing. While it brought along some enjoyable moments, critics couldn’t help but notice it didn’t live up to the high bars set by Traveller’s Tales due to its live-service model and overall experience. Then came LEGO Horizon Adventures, which tried to incorporate Sony’s Horizon Zero Dawn into the LEGO universe. While it offered something new to the franchise’s fans, its level design and gameplay couldn’t quite rekindle the magic of their predecessors.

The noteworthy success story since the shift away from Traveller’s Tales has been Epic Games’ LEGO Fortnite, blending popular Fortnite gameplay with LEGO’s charm. Other entries haven’t sparked the same enthusiasm, leading to skepticism over LEGO’s new strategic direction. Fans remain on tenterhooks for whichever project Traveller’s Tales might unveil next. Meanwhile, LEGO is clearly intent on taking their brand’s gaming evolution into their own hands.

LEGO is on the verge of rolling out an internal studio focused on future releases. While it is uncertain how this studio will influence future offerings, early indicators suggest they may find it challenging to make a memorable mark. With previous titles sporadically delivering the magic Traveller’s Tales era games did, LEGO has a lot to prove.

Yet, predicting LEGO’s future trajectory is tricky. The new studio could be a masterstroke, a catalyst for fresh and stirring experiences that captivate audiences anew. Alternatively, it may face the hurdle of being overshadowed by anticipation for the next Traveller’s Tales creation. All we can do is wait and watch this space for where LEGO’s innovative journey will head next.