(Yicai Global) Sept. 21 -- China's leading video game publisher Tencent has joined up with Lego to release the first mobile game in the country based on the iconic Danish line of toy building blocks.
The pair will release the open-world game under a Chinese name that translates in English as Lego Infinity for iOS and Android mobile operating systems as well as on PC, Jiemian News reported.
Lego has created more than 50 Lego-themed video games since 1995, often incorporating IP from authorized partners such as the Harry Potter, Star Wars series, though this is the first time a title specifically for the Chinese market will be introduced.
The Danish firm does not expect the introduction of a video game version of Lego to affect the sales of its physical products in China. Some 81 percent of children prefer to play with their parents instead of playing by themselves, according to the results of a company survey, while nearly three-quarters prefer playing with friends rather than online.
Lego posted double-digit growth in China last year, offsetting declines in other markets and demonstrating the potential of its products in the country. The firm's foray into China's gaming market represents a new business opportunity for the company.
Editor: William Clegg