Lego plans to avoid brand saturation by using new ideas in future titles

Posted on September 29, 2012 - 9:20pm by ThatPunkAdam

It's clear to see that the Lego games have grown in popularity with a new title being released every year for the past decade. That being said, it doesn't look like the brand will be going away anytime soon.

According to an interview with GameSpot, Senior development manger of video and mobile games Darryl Kelley says the reason the brand has lasted for so long is because each game provides something different to the series.

"I think any developer, or any publisher, or any toy manufacturer would always look at [Brand Saturation] from an acute strategic and competitive point of view"
"And it's important that... we're adding novelty to each and every game. There's always something new; there's always something different. We're always looking to add different layers... weather it's a feature or a function or it's new hardware, which we'll have the luxury of having over the next few years. So it's definitely been a concern, and it's just important to maintain a healthy balance"

Kelley explains another reason why the Lego series has lasted for so long is because the Lego Group makes sure each game is tied with a real life toy set...
"We design every game as a support of a core product" 
"We've learned from the past that we need support to make sure every game is supported from a core theme that we have physically available to our consumers"
Some of the franchise's biggest games like Lego Star Wars, Batman and Harry Potter have sold over millions of copies, and with two more Lego games set to come out this year, being Lord of the Rings and Lego City Undercover for the Wii U, it's easy to see that the Lego train isn't slowing down anytime soon. 
So, g1s what do you think? Are you eagerly anticipating the next Lego game? Or have you've see enough building bricks to last you a life time? Let me know in the comments below!  



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