Building the Foundation of a Legendary Partnership: Lego and 2K Unveil Their First Joint Venture and Beyond

The Lego Group and 2K Games have officially announced their long-awaited multi-title partnership, with their debut title, Lego 2K Drive, embodying the essence of this collaboration and the vast potential of Lego in the video game realm. Reports of the two companies working together first surfaced in February last year, with recent leaks of Lego 2K Drive providing a glimpse into what's in store. We had the opportunity to sit down with Kate Bryant, head of licensing at Lego Games, and Alison Bakunowich, vice president of global marketing at 2K, to gain insight into the inception of this partnership. Bryant revealed that the initial pitch from 2K and the game's developer, Visual Concepts, quickly won over The Lego Group with their genuine enthusiasm for creating something deeply rooted in the iconic toy line. 'It wasn't just about making something incredible, but about crafting an experience that embodies the Lego spirit - something super engaging, ambitious, and humorous, with a broad appeal,' she explained. Bakunowich added, 'As huge Lego fans at 2K and Visual Concepts, we poured our love, passion, and attention to detail into every aspect of the game, ensuring it would delight both gamers and Lego enthusiasts alike.' Since 2005, Lego has been synonymous with gamers for its adaptations of renowned brands like Star Wars, Marvel, and Harry Potter, developed by Traveller's Tales. While exceptions like the acclaimed Lego Builder's Journey and Lego Bricktales exist, the majority of Lego video games have followed the TT formula. Bryant emphasized that Lego still maintains a strong relationship with TT Games and its owner, Warner Bros, but the goal of the 2K partnership was to explore new avenues for gamers. 'Collaborating with 2K is about bringing exceptional games to market and creating something remarkable that leverages the unique strengths of both partners,' she said. 'We aim to build an impressive portfolio, and with a partner like 2K, we can make bold moves. This is not our only non-TT partnership, but we see something distinctive in this collaboration.' Both companies are eager to demonstrate the potential of their partnership with Lego 2K Drive, a AAA open-world driving game set to release on May 19, 2023, for PS5, PS4, Xbox Series X and S, Xbox One, Switch, and PC. Bryant stressed that this is a driving-focused experience, rather than a traditional racing game, where players can explore the world of Bricklandia, engage in mini-games, and build any vehicle they can imagine in the Garage mode. 'The Lego brand promises a low barrier to entry and a high ceiling for creativity,' she noted. 'With the Garage, you can recolor a car or build something entirely new from scratch, using our vast library of bricks. It's about wish fulfillment, whether you're a seasoned builder or just starting out.' Throughout the conversation, the phrase 'wish fulfillment' emerged as a core concept, with Lego 2K Drive positioned as a game for those who love pouring out Lego bricks and creating something from scratch. While not the first game to offer such an experience, the technical advancements since 1999's Lego Racers mean this is a far more comprehensive affair. For instance, vehicles in Lego 2K Drive can transform, allowing players to drive into water and switch to a boat, or smash through the environment without the hassle of cleaning up scattered bricks. Bakunowich highlighted the fun of smashing through the game world, with the array of activities and new areas designed to distract players from their original goals. 'Receiving builds of this game, you'd often find yourself getting sidetracked and losing track of time,' Bryant laughed. 'Vehicles and cars are an integral part of the Lego DNA. There's an alchemy to playing with bricks, that moment when you create something from nothing, and it's incredibly instant and true to the Lego play ideal.' Bakunowich added, 'We had a vision of crafting an immense open world with great characters, stories, and activities, and Lego is a vital ingredient in all of that.' The game may seem like an odd fit for Visual Concepts, given the studio's background in basketball and wrestling games, but Bakunowich pointed to the experience of team members like general manager Steve Ranck, who has worked on multiple racing games, and executive producer Mark Pierce, whose credits include Road Blasters and San Francisco Rush. The art and design department also includes individuals who have worked on vast game environments for titles like World of Warcraft and Wildstar. When asked about the gaming experience at The Lego Group, Bryant mentioned that the company's games team is growing to ensure more efficient collaboration with publishers and developers. 'We've got hands-on game experience in the department, and we're committed to staffing up with people who know and love the gaming space as much as we know and love Lego,' she said. 'Gaming is crucial to us at Lego, and we're growing to make sure we're the best partner we can be.' While it's challenging not to compare Lego 2K Drive to previous Lego releases, this game aims to create a AAA open-world experience centered around the toy line itself. 'Lego is the central IP, and we're a playground,' Bryant explained. 'The game is most Lego-like when it allows players to be super creative, and there's a unique story world and characters that are rich and dense in Lego 2K Drive.' The game features the Chicken Car, characters like Clutch Racington, and vehicles from popular Lego product lines like City and Ninjago. Real-world vehicles will also be available, thanks to partnerships established for Lego's Speed Champions construction kits. 'This is a game for everyone, a game that families will play together, regardless of skill level, age, or location,' Bakunowich said. 'To us, this was an opportunity to create something that would bring families together and provide a lot of fun.' Lego 2K Drive marks the beginning of a multi-title partnership between The Lego Group and 2K Games. For Bryant, it's a prime example of what Lego looks for in its gaming partners. 'When Visual Concepts first pitched the idea of Lego 2K Drive, their passion and understanding of the Lego brand were palpable,' she said. 'It wasn't just about creating a cool kart racer; it was about crafting something that would keep players engaged in the long term. As a brand, we've existed for a long time, and retention for us isn't just about a short period; it's about creating something that will last for generations.'