LEGO Digital Play

LEGO Digital Play is a digital entertainment venture established by LEGO Holding to develop wholly owned games, creative platforms and connected play experiences for the LEGO brand. Operating independently from the LEGO Group’s core toy-manufacturing business, it is building internal technology and publishing capabilities for digital products that complement physical brick-based play.

Its work spans first-party game development, cross-platform publishing infrastructure and digital play systems designed for children, families and all-age audiences. The company’s remit includes both consumer-facing experiences and the underlying services needed to operate them, from identity and matchmaking to multiplayer backend architecture.

Product and technology focus

The studio is developing a proprietary publishing platform alongside creator tools and sandbox systems that support building, scripting and world creation at different levels of complexity. Its technical scope includes:

• Cross-platform game and interactive-entertainment development
• Creator tooling, user-generated-content systems and simulation environments
• Cloud-native multiplayer services and server-authoritative backend systems
• Applied AI in developer workflows and game tooling
• Playtesting, rapid prototyping and user-experience research across physical and digital play
• Trust-and-safety frameworks and child-safe product design

Growing first-party capability

LEGO Digital Play’s first-party work includes unannounced flagship games, digital play worlds and creator-platform initiatives. It also oversees a portfolio of boutique and acquired game-development businesses, extending its capabilities across creative development and mobile live operations.

The venture was publicly unveiled in February 2025 following the late-2024 incorporation of its holding and UK operating entities. Its corporate structure places governance with LEGO Digital Play Holding A/S while its primary operational development work is centered in London, with additional engineering activity in the United States.

By bringing publishing, platform, creator and gameplay capabilities together internally, LEGO Digital Play is intended to create durable digital experiences that sit alongside the LEGO brand’s established physical-play products.