LEGO viral from IET attracts over half million visits

News release: 6 May 2009

The Institution of Engineering and Technology’s (IET) new viral game, which is based on the laws of physics and includes LEGO TECHNIC pieces, is going down a storm attracting over half a million players in just four weeks.

Designed to globally promote IET Discover and Inspec Direct, the game - known as Cogitate - allows users to manipulate gears, beams, conveyors and motors in order to complete ten pre-built puzzles.

Players also have the freedom to create their own levels and to challenge friends to complete them. A scoring system rewards players for completing levels in minimum time or by using the most ingenious gizmos.

Simon Thomson, IET Publishing Director, said,“We’ve developed this exciting new game to promote Inspec Direct, our online research tool which provides access to the world's scientific and engineering literature and IET Discover, a collaborative, global social bookmarking site.

“Interest in the game has exploded. It was developed using a high- tech physics simulator, so the possibilities are limitless. To add to the fun, the LEGO Company found the game so inspiring they have allowed us to use LEGO TECHNIC pieces as some of the components in the virtual contraptions.”

To play the game visit


Media enquiries to: Robert Beahan, IET Press Officer

T: +44 (0)1438 767336

M: +44 (0)7595 400912


1. The Institution of Engineering and Technology (IET) is a world leading professional organisation, sharing and advancing knowledge to promote science, engineering and technology across the world. For more information, visit

2. The IET dates from 1871 and has 150,000 members in 127 countries with offices in Europe, North America and Asia-Pacific.

Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at