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Press Releases
  The LEGO Group Launching Free-to-Play Version of LEGO® Universe
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06/21/2011
 


[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

June 21, 2011

The LEGO Group today announced plans for an upcoming free-to-play offering in LEGO® Universe, the MMOG (massively-multiplayer online game) based on the iconic brick-building play experience. Beginning this August, the free-to-play option will welcome players to try LEGO Universe for free, as long as they like, before deciding whether or not to become paid members. Also, players will no longer need to invest in the game DVD to play LEGO Universe. The game will be available via free digital download only.

“The LEGO Group remains committed to success in the digital space and to LEGO Universe,” said Jesper Vilstrup, Vice President, the LEGO Group. “We see LEGO Universe as a key element for our digital play division, and are adjusting the business model to make the game more accessible to players, without the immediate obligation to purchase or subscribe.”

LEGO Universe will continue to generate revenue through paid memberships, and there are no plans for micro-transactions at this time. Players can try out the free-to-play zone for an unlimited period of time, and can pay $10 (USD) per month to become a LEGO Universe member and receive full game access. Those who sign up for extended memberships will continue to receive discount pricing.

The LEGO Universe free-to-play experience will offer a limited selection of game content, including two adventure zones and one player property area for building their own virtual LEGO models. Paying members will have access to all areas in the full game, along with membership benefits such as competitions and community events. In addition to the 15+ robust adventure zones and instances as well as 5+ property worlds currently in-game, access to new expansions, like major Ninjago content coming later this year, will require players to register for full membership.

Aside from simplified registration and game access for consumers, digital distribution will also enable LEGO Universe to expand more efficiently. The MMOG has new updates, features, challenges and rewards – more than any box could handle - planned for Q4 2011 and beyond!

Following official launch in October 2010, thousands of players have entered the vibrant virtual world of LEGO Universe. The development team has released numerous content updates, new gameplay features and enhancements, and the community has been bustling with events, contests, and incredible user-generated content from creative players across the globe. Now is the time for players to gear up for the free-to-play launch coming in August, and see just how far they can stretch their imaginations in LEGO Universe at www.LEGOuniverse.com.

About LEGO Universe

Published by the LEGO Group, LEGO Universe is the first massively-multiplayer online game (MMOG) based on the LEGO brick-building play experience. With an ESRB rating of E10+ for PC and Mac, LEGO Universe is a great way for families to play together, battling chaos with creativity in a safe online environment. Players can build, explore, battle, make friends and bring their wildest creations to life – all in an exciting online world of LEGO past, present and future. Get in the game now at www.LEGOuniverse.com.

About the LEGO Group

The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932, and today the group is one of the world's leading manufacturers of play materials for children. The company is committed to the development of children's creative and imaginative abilities through its products, which can be purchased in more than 130 countries. Visit www.LEGO.com

LEGO, the LEGO logo and the LEGO minifigure are trademarks of the LEGO Group. ©2011 The LEGO Group.

Kate Hancock, TriplePoint, for the LEGO Group

(310) 587-9200

kate@triplepointpr.com