Tencent and LEGO confirm Partnership to Create Online Games

Companies work in a social network for Chinese children

Tencent dominates an important part of the market in China. For this reason, LEGO will collaborate with the company to further increase its presence in that Asian country. According to a Reuters report, the toy company has had a decline in sales in several regions. However, young Chinese people are more enthusiastic about the brand than ever.

This has allowed that LEGO sales will increase in the region between 25 and 30%. In particular, companies will collaborate to develop various online games, as well as a social network aimed at children.

Before this new alliance, Jacob Kragh, director of LEGO in China, commented: “What we are looking for now with Tencent is to find more creative ways [to] reach children and create personalized content with Tencent, in this case, video games”.

LEGO is a leading entertainment brand in the country. Thus, this alliance will serve to reaffirm its position in the Chinese market. Also, this could encourage the creation of new licensed games, with the possibility of reaching other regions.

As expected, this agreement also includes increasing the production and distribution of toy sets of the brand. It is expected that LEGO will also be part of Tencent Video, the Chinese company’s streaming platform.

In related news, Ubisoft yesterday revealed an alliance with Tencent to launch several games in China. On the other hand, Warner Bros. Interactive confirmed at the end of last year that there will be no new LEGO Dimensions sets , but that the servers will remain active.

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