Lego’s digital strategy that rests on two principles, as reported in today’s Financial Times. 

1.  As Jørgen Vig Knudstorp, Lego’s chief executive, says :“If you’re good at authoring books, you’re not necessarily good at writing a movie script. ” That’s why Lego seek out partnerships with experts at movie making and computer games.

2.  “We need to be much more agile in digital propositions,” says John Goodwin, Lego finance director. “Others put their games out in beta [an early development stage] and constantly reiterate it. That’s not part of our DNA. We have a tendency to want to have perfection by the time it gets into consumer hands.”

When Lego decided to launch an online game, it spent years planning and perfecting Lego Universe until its launch in 2010. But the game quickly fell flat and was killed off 18 months later, at the cost of about 115 jobs.

Around the same time, Markus Persson, a Swedish games developer, put out a test version of a game that he had developed in his spare time. That game became Minecraft, which is the biggest-selling PC game in history.

Lego do things differently now.

 

 

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