Lego threatens to snag Minecraft fans with rival building game 'Lego Worlds'
Lego looks set to clash with Microsoft's world-building game Minecraft upon the impending release of its blocky adventure game, 'Lego Worlds'.
The Danish toy brand, known for sparking the imaginations of kids and supposed adults, has released Lego Worlds on the PC.
The game seems to have replicated much of the critically acclaimed gameplay features which secured Minecraft as a kids' favourite internationally throwing appealing aesthetic, compelling creativity and engaging multiplayer gameplay into the mix.
Targeting some of Minecraft's expansive userbase - over 100 million registered accounts across all platforms - the alpha build of Lego Worlds is now available for download on the Steam store.
The game is described as “a galaxy of procedurally-generated worlds made entirely of Lego bricks which you can freely manipulate and dynamically populate with Lego models." Ticking many of the boxes which attributed to Minecraft's rise to prominence.
Lego has featured in mainstream video games for over a decade but Lego Worlds will mark the first time players are to be afforded such freedom to build with the IP.
The push echoes claims from the brand's vice president of marketing and consumer experiences, Conny Kalcher, who in March said: "We used to be a toy manufacturer... now we're turning more and more into a media company to tell our story about these bricks. We need a lot of content to tell that story".