Lincoln Beasley - PR & Marketing

LEGO®Star Wars™ Promo Game Racks up 10M Plays in Record Time

2nd August 2011. Bournemouth, UK. ‘LEGO®Star Wars™ Ace Assault’, an online game created by 4T2 Multimedia has clocked 10 million visits in 22 weeks. This surpasses the annual traffic target set by LEGO for this project 30 weeks ahead of schedule.

A winner at the recent New Media Age Effectiveness Awards, developer 4T2 Multimedia’s expertise was called upon to create this game to promote the new LEGO®Star Wars™ toy range and the video game from TT Games.

In addition to reaching the 10M mark sooner than expected, the game is registering an average playtime of more than 11 minutes and a return rate over 60%.

Yasin Jensen from LEGO states “This game is a cornerstone of the digital marketing campaign and an integrated part of the overall marketing strategy. We were anticipating the game would be a great success, but this has exceeded all of our expectations.”

Mike Hawkyard from 4T2 Multimedia adds “The next release in this campaign is currently under production with many iconic starships and additional play modes being added. 10,000,000 visits is awesome, but we hope that this is just the beginning.”

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About 4T2 Multimedia

4T2 Multimedia is an award winning digital agency, founded in 1998 and based in the UK. They specialise in the development of online games and multiplatform solutions. Their current clients include The LEGO Company, Exxon Mobil and the BBC. In the past 12 months games created by 4T2 have been played over 100 million times.

About the LEGO Group

The LEGO Group is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world’s leading manufacturers of play materials for children, employing approximately 9,767 people globally. The LEGO Group is committed to the development of children’s creative and imaginative abilities. LEGO products can be purchased in more than 130 countries. For more information, visit www.lego.com.