Lego and Epic Games are launching a new metaverse gaming experience. The two companies, who have a long-term partnership, announced the addition of phygital and real-world play experiences at last week’s Cannes Lions Festival. Lego’s chief marketing officer and Epic Games’ president stressed the importance of upgrading their metaverse offerings to the next generation of consumers, saying it “really is something where we want to build an ecosystem that can invite everyone to be part of it.” Although no specific details about the new metaverse platform have been released, the partnership between the two companies aims to make phygital gaming a sustainable experience, rather than just a fad. YPulse’s Gaming report shows that 95% of Gen Z and Millennials play video games in some capacity, and they may be more open to brands incorporating phygital experiences as it becomes a norm this year. (Fast Company)
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