17th February 2012. Bournemouth, UK.
4T2 Multimedia today announced that the ‘Hero Factory Breakout’ game it has created for The LEGO Group, has received more than 2 million visits in its first month. Breakout (available at http://herofactory.lego.com) is a free-to-play, third-person, action adventure game, designed to look and feel like a AAA console title, yet be playable in a browser.
The game features a tailored control system that makes it easy for children in the target age range of 7-12 to navigate complex 3D obstacles, target enemies and experience rich gameplay.
In a first for the LEGO Group, all toys in the new Hero Factory 2012 range contain a chest plate with a unique code stamped on it. Children can use these one-time codes to unlock game points, which they can then spend on upgrading and customising their heroes online. The game and its codes also form the focus of the 2012 advertising campaign for Hero Factory, making this a cross-media project spanning TV, print, online and mobile.
Jan Faltum, Marketing Director, LEGO Constraction, explains: “Joining the physical product to the range’s online world is a part of a broader strategy for LEGO. Our toys are focused on creating a rich play experience for children and we see digital media as an increasingly important part of that. We commissioned this game so children could have fun customising their own heroes and interacting with them in a 3D world. The game codes connect the real world of their LEGO toys, with a digital world with its own creative possibilities.”
4T2 appointed Adrian Smith, the Executive Producer of the ‘Lara Croft: Tomb Raider’ games, to design Hero Factory Breakout. It is built using the Unity 3D engine and available online in 16 languages. An exclusive iPad and iPhone level will launch in early March, allowing children to earn additional game points, which they can then redeem in the online game. The mobile version will be followed by a further four levels in summer, to coincide with the release of new Hero Factory toys.
John White, Managing Director at 4T2, comments: “This is the biggest game we have produced to date. The potential visual quality of browser-based games has increased substantially in the last 12 months and player expectations have also evolved. Adrian’s production expertise, combined with Unity’s powerful features, have enabled us to create an action-packed game, with a storyline spanning many different 3D worlds, in a fraction of the time possible a couple of years ago.”
4T2 is an award winning digital agency, specialising in creating online and mobile games. The company is based in Bournemouth, UK. Its clients include The LEGO Group, BBC and Mobil 1.
About The LEGO Group
The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932.
The LEGO Group is engaged in the development of children's creativity through playing and learning. Based on the world-famous LEGO® brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 10,000 employees, and it is the world's third largest manufacturer of play materials.