Building a New Era of Play: The Lego Group and 2K Games Unveil Their First Joint Venture

The Lego Group and 2K Games have officially announced their highly anticipated multi-title partnership, with Lego 2K Drive being the first game to emerge from this collaboration. According to Kate Bryant, head of licensing at Lego Games, and Alison Bakunowich, vice president of global marketing at 2K, this partnership represents a new era of play, one that combines the creativity and imagination of Lego with the gaming expertise of 2K. The idea for Lego 2K Drive was first pitched to Lego by 2K and the game's developer, Visual Concepts, and it quickly won over the Lego team with its enthusiasm and commitment to creating an incredible gaming experience that is deeply rooted in the Lego brand. Bryant notes that 'it wasn't only a commitment to making something incredible, but to make an incredible thing that's super, super Lego-ey.' The game is an open-world driving experience that allows players to explore, build, and customize their vehicles in a vibrant and immersive world. With its unique blend of creativity, humor, and accessibility, Lego 2K Drive is set to appeal to a wide range of players, from families to hardcore gamers. The game's focus on driving and exploration is a natural fit for the Lego brand, which has always been about inspiring creativity and imagination in its fans. As Bakunowich points out, 'vehicles and cars are so in our DNA at Lego,' and the game's emphasis on building and customization is a key part of its appeal. The partnership between Lego and 2K Games is a significant one, marking a new era of collaboration between two of the biggest names in entertainment. With Lego 2K Drive, they are pushing the boundaries of what is possible in the world of gaming, creating a unique and innovative experience that is sure to delight fans of all ages.