Chinese tech giant Tencent and Danish brickmaker LEGO have developed the first branded mobile game for China, a byproduct of a newly minted digital partnership the two companies announced earlier this year.
Expected to roll out at the end of the year, LEGO Cube features building bricks, minifigures and other iconic properties from the toy brand. It’s a sandbox-style game, meaning players have the power to roam freely and explore the game world as they choose—without being constrained to segmented areas or numbered levels.
Players can develop skills including 3D design, construction, building and coding in a safe space guarded by protection functionality for user registration and player-to-player interaction, parental controls and identity/age verifications. The game also features an anti-addiction system to ensure a safe and healthy gaming experience.
This collaboration between Tencent and LEGO will see them co-develop a series of LEGO-branded and licensed games, launch a LEGO video zone in Tencent’s online video streaming platform, and localize a coding set for LEGO Boost in the region. The video zone features more than 500 LEGO vids hosted on its web, mobile and TV platform in China.