LEGO is looking to make the virtual experience a bigger part of its brand, and that likely includes new games.

After 20 years of successful third-party Lego-branded video games, Lego is finally stepping into the industry itself, raising

How do you build a brand-new LEGO video game studio? Brick by brick, naturally. Big guns at the global toy brand have announced they’re moving away from third-party video game development. Leaders of the toy brand,

Lego has a long history in the video games sector between licensed titles that feature digital brick versions of iconic movie characters and physical sets like the new Mario Kart one. But after decades of third-party studios making games with the Lego name on them,

According to the CEO of The Lego Group, the company may begin developing some video games internally. Niels Christiansen, who has been Lego's CEO since 2017, said in an interview that the company is ramping up to make some games in-house.

LEGO has announced it's setting up its own video game development studio and will be bringing the production of LEGO titles in-house. Previously, the company has employed external teams like TT Games and Studio Gobo to make its brick-based games, but now the process will be handled internally.

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