Games

Capitalizing on the Fortnite Hype: The LEGO Opportunity

Unleashing the potential of the LEGO brand amidst the unprecedented success of Fortnite's new LEGO mode.
  • byZoey King
  • 12 JANUARY, 2024
  • 176 DAYS 22 HRS
Capitalizing on the Fortnite Hype: The LEGO Opportunity

Highlights

  • Fortnite's consistent updates have maintained its mainstream appeal, with the latest season introducing significant game-changing elements.
  • The LEGO Fortnite crossover has sparked substantial interest, presenting an opportunity for LEGO to expand its video game releases.
  • Considering the success of LEGO video game sets in the past, there's potential for real-life sets based on the LEGO Fortnite crossover to thrive in the market.

Fortnite has remained a global multiplayer gaming sensation since its inception in 2017, drawing on several key factors for its enduring popularity. While its compelling Battle Pass fosters long-term engagement, and its gameplay offers gratifying moments, it's the game's regular updates that have sustained its relevance, culminating in the most significant changes witnessed during its latest season.

In December, Fortnite introduced three new game modes, each deemed as standalone video games by the developers. These intricate modes offer extensive replay value at no additional cost. While Rocket Racing and Fortnite Festival boast their own followings, it's LEGO Fortnite that has truly captivated the audience, uniting two powerhouse brands to deliver a remarkable gaming experience. With attention on LEGO at an all-time high, it's imperative for the toy company to seize this opportunity.

Seizing the Moment: LEGO's Response to the Fortnite Surge

Expanding Game Releases

The LEGO mode in Fortnite has propelled enthusiasm for the construction toy to unprecedented levels, yet this fervor currently lacks an outlet. Fortnite strategically times its crossover events to coincide with major developments in the collaborating IPs. For instance, Marvel skins are often introduced when a new movie debuts, and gaming skins like Aloy and Alan Wake coincide with new entries in their respective franchises.

However, LEGO doesn't have an equivalent project in the pipeline. Although the circumstances differ, the impact of Fortnite's LEGO mode mirrors that of a crossover skin, reigniting interest in the broader LEGO brand. It would have been opportune for LEGO to leverage this heightened enthusiasm with the unveiling of a new video game.

Currently, there are two probable video game projects under development by LEGO. While unconfirmed, leaks and rumors point to a LEGO soccer game titled LEGO 2K Goooal! and a comprehensive remake of the LEGO Harry Potter games. Although the latter may still be some time away, LEGO 2K Goooal! has been widely speculated and, according to leaked documents, was slated for release a year ago. Given LEGO's recent Fortnite success, it would have been strategic to leverage this momentum for LEGO 2K Goooal!, although this prospect seems improbable at present.

Introducing LEGO Fortnite Sets

LEGO could further capitalize on the LEGO Fortnite crossover by producing real-life sets inspired by the game. LEGO has delved into video game sets for over a decade, with successful lines such as Star Wars: The Old Republic, Overwatch, Super Mario, Sonic, Minecraft, and the recent Animal Crossing sets. It is plausible that a Fortnite wave of LEGO sets would enjoy similar success. Moreover, with Fortnite's LEGO mode already featuring minifig versions of numerous skins, a significant groundwork for this endeavor has already been laid.

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