Lego announced the launch of a new theme world this August. With “Hidden Side”, the Danish terminal block manufacturer wants to create a bridge from analogue construction to augmented reality by bringing models to life via smartphone or tablet.
Through the so-called fluid-play Lego wants to continue its own digital strategy around the classic building block further. Thus, the new model sets can not only be assembled in the real world and played with in the real world, but also expand their own game world with the help of the specially developed AR app.
Immersion in a paranormal world
The various new kits include, among other things, a bus, a graveyard and a school, which can initially be assembled as normal as they appear in daylight. With the app children can then immerse themselves in an imaginative paranormal world of their physical sets and experience them in a haunted version. They get to know better the characters Jack and Parker, who explore the environment of their hometown of Newbury and thereby encounter uncanny occurrences. As the game progresses, it has to interact in various ways with what is happening on the display. For example, virtual ghosts must be captured so that they no longer hunt both pieces.
No game should be the same as the previous one
The topic is not just simply expanded. Rather, with every change that the children make to the sets or figures, with every modification or with each addition of elements, the gameplay in the app adapts with new virtual ghosts and additional game scenarios. Each game is random, so each restart takes an unforeseen course. The level of difficulty also plays an important role, which automatically adjusts itself over time, explains Lego.
Merging two worlds
The new theme world is the result of years of research and development at the Lego Creative Play Lab, which explores changing modern game needs and develops new, digitally enhanced game concepts around the classic Lego stone, the company said. “The physical change of the LEGO Hidden Side building sets changes the AR experience, as does the AR game to discover new elements in the haptic model“Said senior vice president Tom Donaldson. He is sure: “With the new product line, we've created a deep, two-world, two-way gaming experience that has not existed before.“
Available from late summer
Hidden Side, according to Lego, is currently the first and so far only game in which the AR and the real world haptically merge completely and seamlessly into one another and merge into a new game world. The eight different kits are expected to move in a price range of 19.99 euros to 119.99 euros and reach from August 2019 in the trade, the required app will be available simultaneously for Android and iOS. A topic page with more information was also set up by Lego.