SMG Studio bring LEGO Party! to life

SMG Studio, the Lego Group and publisher Fictions have announced the release of Lego Party!, a new multiplayer game.

The game brings friends and families together for fast-paced fun, either in couch co-op mode or online.

SMG Studio is dentsu’s Australia-based gaming business and has been creating games with global brands since 2013.

The studio says that Lego Party! is the latest example of its commitment to partner with brands to bring iconic intellectual property (IP) to life and connect with gaming communities worldwide.

Lego Party! celebrates creativity and connection

The game launched on September 30. There are four Challenge Zones, themed from fan favourites and classic Lego themes, including Lego Pirates, Lego Space and Lego Ninjago.

SMG Studio says these different zones and themes transform the classic party game play into a dynamic, inclusive experience that celebrates creativity and connection.

Head of SMG Studio Ash Ringrose says bringing Lego Party! to life has been a dream come true for the team.

“Working alongside a group of Aussie Lego designers, we literally created every character brick by brick. We used more than one million Lego bricks throughout the game and had a heap of fun along the way.

“I’m incredibly proud of our team of designers, developers, gamers and creatives who have all rallied around this project. What excites us is the power a game like this can have in bringing communities of people together. Whether it’s families in the same room, or friends connecting online, Lego Party! is about celebrating creativity, play and connection in a way only gaming can deliver,” said Ringrose.

VicScreen and Screen Queensland support production of the game.

“We’re incredibly grateful to VicScreen and Screen Queensland for backing Lego Party! and believing in its potential,” says Ringrose. “Their foresight and investment in local talent and development goes far beyond a single title, it’s positioning Australia as a global force in digital entertainment, games and innovation.”

Great IP knows no boundaries

Global head of gaming at dentsu Brent Koning says gaming isn’t just advertising, it’s culture.

“With more than 3.4 billion gamers worldwide, brands are increasingly recognizing that gaming is a channel where they can authentically connect with diverse communities in ways that are interactive, immersive and measurable. Great IP knows no boundaries, and yet again we can see how a physical experience can translate into a winning digital experience that brings fans and families together.”

LEGO® Party! is available now on PC, Xbox Series X|S, Xbox One, PlayStation 5, PlayStation 4 and Nintendo Switch.

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