LEGO Universe

March 24, 2011

As LEGO® Universe continues expansion in 2011, players are getting more involved than ever before, and the LEGO Group is developing new ways to engage this thriving intergalactic community. The MMOG (massively-multiplayer online game) has fans stretching their imaginations to show the world their wildest creations, in monthly building challenges and screenshot contests. The community team also offers themed minigames and events (like racing, sharp shooting and survival battles), where players can earn respect for their Minifigures and take home cool LEGO gear.

“The community team is committed to frequent contests and events that challenge fans to submit original LEGO designs in the interactive Creation Lab on LEGOuniverse.com,” said Kevin Goddard, LEGO Universe Community Manager. “We’re also excited about the recent launch of Nexus HQ, the game’s official and safe social network, which has already proven to be a great tool in building the LEGO Universe community.”

CONTESTS & EVENTS

The community team has a star-studded calendar of events lined up for 2011 – rewarding fans with in-game goodies and opportunities to win thousands of dollars in real world LEGO prizes. Each month, themed community challenges tie into the latest in-game content, inviting players to explore the LEGO Universe in more depth. Recent weekend events have drawn an overwhelming response from players, with 3x the normal number of daily logins during community challenge periods.

February centered around the new Ninjago content in Crux Prime, such as building the best ninja training facility. March is all about battle, with community content including team battle matches, a best battle action screenshot contest and more in store – all to celebrate the Battle of Nimbus Station, where players can compete to save the past. April will roll out racing challenges galore, asking fans to build the best car, capture speedy screenshots, and compete in community races across the LEGO Universe. This summer is slated for even bigger fan fun, with Faction-focused events in May, and all out Maelstrom mania this June.

CREATION LAB

The Creation Lab on LEGOuniverse.com not only makes it easy for players to submit screenshots and videos of virtual creations on their in-game Property areas , but it also allows real-life builders to upload photos and videos of LEGO models, to share their masterpieces with friends, family and the world at large – all in a safe, moderated online destination. Now all kinds of amazing user-generated content (UGC) are spilling out of LEGO Universe, inspiring creativity in the real world with what’s being built in-game.

Recent Creation Lab contests have drawn thousands of submissions from the LEGO Universe community, and no wonder, with $500 of prizes and in-game celebrity at stake! The rocket building contest was the first to accept entries built both in-game and in real life, submitted by LEGO fans around the world. One lucky fan’s rocket reigned supreme – taking home top prize in the February Creation Lab challenge, and earning official in-game integration for players everywhere to enjoy the winning rocket.

To check out the LEGO Universe Creation Lab and see what contest is around the corner, visit: http://universe.lego.com/en-gb/community/creationlab/default.aspx

NEXUS HQ

Nexus HQ is the latest addition to LEGOuniverse.com, providing a safe social hub to check out other players’ creations, Properties, achievements and more, and extend the MMOG experience via a web-based portal. The website also offers a full-featured forum area where players can discuss recent updates, share creative ideas, post tutorials and browse help topics from fellow community members. Everything on the website is moderated, so fans of all ages are safe and welcome! Friendly competition will take on a whole new meaning when Nexus HQ launches official leaderboards later this month! See what’s brewing in Nexus HQ at http://nexushq.universe.lego.com/en-us/home/index.

The next in-game content release will require some serious community spirit for success, so players should prepare all the Imagination their Minifigures can muster in the meantime. With new chances for fun, fame and fortune every week, the community newsletter will keep you in the know like a pro. Sign up and explore the social side of LEGO Universe online now: www.LEGOuniverse.com.

About LEGO Universe

Published by the LEGO Group, LEGO Universe is the first massively-multiplayer online game (MMOG) based on the LEGO brick-building play experience. With an ESRB rating of E10+ and MSRP of $19.99 for PC and Mac, LEGO Universe is a great way for families to play together, battling chaos with creativity in a safe online environment. Players can build, explore, battle, make friends and bring their wildest creations to life – all in an exciting online world of LEGO past, present and future. Pick up your copy now in retail stores or online, as well as at LEGO.com, LEGOLAND theme parks and LEGO Stores worldwide. To learn more about LEGO Universe, please visit www.LEGOuniverse.com.

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. The company is committed to the development of children's creative and imaginative abilities through its products, which can be purchased in more than 130 countries. Visit www.LEGO.com

LEGO, the LEGO logo and the Minifigure are trademarks of the LEGO Group. ©2011 The LEGO Group.

Kate Hancock, TriplePoint, for the LEGO Group

(901) 674-6443

kate@triplepointpr.com