HomeLego and Epic Games Team Up to Build Metaverse For Kids

Lego and Epic Games Team Up to Build Metaverse For Kids

Lego Group and Epic Games to create a safer Metaverse for kids and hoping stand a better chance as competitor for Roblox.

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Updated: January 29, 2023

Epic Games, the maker behind the popular video game Fortnite, and the Lego Group collaborated to “build a place for kids to play in the Metaverse.” The companies have outlined plans for a long-term partnership to create an immersive, creatively inspiring, and engaging digital experience for children of all ages.

The Campaign– To Build a Place For Kids to Play in the Metaverse

The partnership is between Epic Games, the developer of the popular video game Fortnite, and the Lego Group, the Danish toy manufacturer known for their plastic building blocks.

The campaign aims to create a “family-friendly digital experience,” giving children access to tools that will encourage them to be creators.

The companies have outlined three principles to ensure the digital spaces they develop will provide engaging play opportunities safely. 

These includes:

  •  Protect children’s right to play by prioritizing safety and well-being. 
  • To safeguard children’s privacy by putting their best interests first
  • To empower children and adults with tools giving them control over their digital experience.

The partnership makes a clear objective for the Metaverse they will collaborate on to be “safe and fun for families and children” and built with kids well -being in mind. Fortnite is famous for having teenagers and young adults. 

For that reason, they acquired SuperAwesome, a company that builds tools that keep children safe online. The acquisition highlighted their commitment to safeguarding children, and the partnership with Lego aligns with their intentions.

It would be challenging for both parties how they will work out the campaign and overcome Metaverse challenges as it fundamentally relies on social interactions.

However, Epic and Lego might find innovative solutions in coming years to make their Metaverse safer for children that will adhere to people’s concerns on child protection issues.

It will impact the Metaverse and give them a significant advantage in the competitive market.

How Did the Campaign Perform?

It is unclear at this time how the Metaverse will take shape, and the companies have not mentioned any involvement with NFTs or blockchain.

However, the partnership has the potential to create a unique and safe digital space for children to play and develop life-long skills such as creativity, collaboration, and communication.

Also, Epic doesn’t show any signs of slowing down in exploring the Metaverse. Lego found a partner that is one of the major players in the game industry.

It will help them introduce their brand to the Metaverse fanatics and help them materialize their goals of creating a safer Metaverse for kids.

What could LEGO and Epic Games Learn from Other Campaigns in the Metaverse?

The acquisition of SuperAwesome, a company creating tools for safety by Epic Games, shows their intentions to make children safer. It will make Lego and Epic Games partnership prioritize security and privacy, especially for children in the Metaverse. Also, provide tools for users to control their digital experience.

Lego and Epic Games could learn more from other brands‘ campaigns in the Metaverse in creating unique and engaging content, such as Vans which has Vans World Skatepark, or Gucci, which has Gucci Gardens once their own Metaverse is live.

The Metaverse is a highly competitive space, and companies must ensure that they offer something unique and compelling to attract and retain users. It could be interactive gameplay, social features, or other user-generated content to ensure their marketing campaign in Metaverse will capture Gen Z users.

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