LEGO Takes Fans on New Adventure with LEGO Party Launch

SMG Studio, a dentsu company, the LEGO Group and Fictions, has released LEGO Party!, a vibrant multiplayer party game designed to bring friends and families together for fast-paced fun, either in couch co-op mode or online. Launched on September 30th, the game is set across four Challenge Zones themed to fan favourites and classic LEGO themes including LEGO Pirates, LEGO Space, LEGO NINJAGO and more, transforming classic party game play into a dynamic, inclusive experience that celebrates creativity and connection.

SMG Studio is dentsu’s Australia-based gaming business and has been creating games with global brands since 2013. LEGO Party! is the latest example of the studio’s commitment to partnering with brands to bring iconic intellectual property (IP) to life and connect with gaming communities worldwide.

Ash Ringrose, head of SMG Studio, said, “Bringing LEGO Party! to life has been a dream come true for our team. Working alongside a group of Aussie LEGO designers, we literally created every character brick by brick, using more than one million LEGO bricks throughout the game – and had a heap of fun along the way.

“I’m incredibly proud of our team of designers, developers, gamers and creatives who have all rallied around this project. What excites us is the power a game like this can have in bringing communities of people together. Whether it’s families in the same room, or friends connecting online, LEGO Party! is about celebrating creativity, play and connection in a way only gaming can deliver,” said Ringrose.

The game has been made possible thanks to the generous support of VicScreen and Screen Queensland.

“We’re incredibly grateful to VicScreen and Screen Queensland for backing LEGO Party! and believing in its potential,” said Ash. “Their foresight and investment in local talent and development goes far beyond a single title, it’s positioning Australia as a global force in digital entertainment, games and innovation.”

LEGO Party! is an example of dentsu’s global suite of gaming capabilities and showcases how brands can engage with the gaming ecosystem and create cultural phenomenon.

​Brent Koning, global head of gaming at dentsu, said, “Gaming isn’t just advertising, it’s culture. With more than 3.4 billion gamers worldwide, brands are increasingly recognizing that gaming is a channel where they can authentically connect with diverse communities in ways that are interactive, immersive and measurable. Great IP knows no boundaries, and yet again we can see how a physical experience can translate into a winning digital experience that brings fans and families together.”

LEGO Party! is available now on PC, Xbox Series X|S, Xbox One, PlayStation 5, PlayStation 4 and Nintendo Switch. The game has been brought to life by SMG Studio, the LEGO Group and publisher, Fictions.