It's hardly a secret that Lego is planning to launch its own virtual world called Lego Universe - the company has publicly talked about it, and shown limited demos. However, Reuters has a long article giving more details about the world, and how it fits into Lego's overall strategy.
It seems to be pitched as more of an MMO game than a pure virtual world, with Lego bricks being the ubiquitous building blocks for much of the environment. Each player will create an avatar based on traditional Lego figures - which I guess have a built-in advantage of being able to switch in different bodies, heads, hairpieces and hats according to preference.
“We want to make the connection between digital play and physical play,” Lego’s Mark William Hansen tells Reuters. “The physical experience is our core, the digital experience will never replace the physical experience, but it’s a nice add-on.”
The game will launch for PC users, who’ll be able to buy it as a boxed product or a download. However, the ongoing business model is described as a ‘pay-as-you-go subscription service’. Lego Universe will have its own virtual currency, earned by spending time in the game, rather than coughing up real money.
The virtual currency will be spent on virtual Lego bricks, which players can use to build objects in the world. One of the most fascinating aspects is the proposed ability to build something in Lego Universe, then order the physical version to be delivered to your door.
Lego is actually working with an outside developer on the project, Denver-based NetDevil.
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