How LEGO Seeks To Avoid The Over-Saturation Issue

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The LEGO video games have been consistently solid and fun. There has also been a new adventure available each year for the past decade.

When that happens, one starts to worry about over-saturation. There were other factors that contributed to the demise of the vaunted billion-dollar Guitar Hero franchise, for example, but analysts will say one of them was most certainly over-saturation (too many entries and spin-offs).

So are they worried about the same thing with LEGO? Well, not really. According to what LEGO Group senior development manager of video and mobile game Darryl Kelley told GameSpot, it's something they always consider, and always avoid by remaining fresh:

"I think any developer, or any publisher, or toy manufacturer would always look at [brand saturation] from an acute, strategic, and competitive point of view. And it's important that…we're adding novelty to each and every game. There's always something new; there's always something different. We're always looking to add different layers…whether it's a feature or a function or it's new hardware, which we'll have the luxury of having over the next few years. So it's definitely always been a concern, and it's just important to maintain a healthy balance."

It also helps that most new games are tied to the release of new toy sets, so that always helps drive sales. And while we have to say that as entertaining as they always were, the games were starting to feel a tad stagnant; thankfully, a lot of freshness and even a new dynamic was introduced with LEGO Batman 2: DC Super Heroes. Let's hope the goodness continues with the upcoming LEGO Lord of the Rings.

Tags: lego games, lego video games, lego toys, lego sequel

9/29/2012 10:42:30 AM Ben Dutka

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