Engaging with LEGO® in Multimarket Experiences

The recent launch of our LEGO®’s virtual experiences marks a significant leap in digital marketing and user engagement step. This innovative holiday experiences not only showcases the power of interactive technology but also highlights the importance of personalization and gamification in creating memorable user experiences.


Let me take you deeper – to see some of the special aspects that made an impact on consumer behavior in LEGO®, in 3 different aspects.

Enhancing Engagement through Gamification

Gamification in Lego’s virtual experience has redefined user interaction. By integrating quests and challenges, Lego successfully transformed the traditional browsing experience into an interactive discovery adventure. This approach resonated particularly well with Lego’s diverse audience, offering a playful and engaging way to explore products. The gamified elements, like searching for hidden Z-blob around the space, makes it challenge, not only increased the time spent on the platform but also enhanced the overall enjoyment. The psychological appeal of gamification lies in its ability to evoke a sense of achievement and curiosity, leading to higher engagement rates. At the end of this quest lies a promise for a reward – clear and valuable. This gives the whole navigation a new purpose and meaning.

Personalization: Crafting Unique Experiences for Diverse Audiences

The virtual experience excelled in offering personalized journeys for different user groups. By segmenting the audience based on age groups and preferences, Lego created a tailored areas that resonated with each individual preferences. For girls, boys at different ages, each having their own personalized room with relevant products and setting. This personalized approach not only enhanced the user experience but also demonstrated Lego’s understanding of its diverse consumer base. The data-driven customization also allowed Lego to provide relevant product recommendations, improving user satisfaction and potentially boosting sales. Such personalization showcases the potential of digital platforms in understanding and catering to varied consumer needs.

The Power of Scalable Platforms

Lego’s decision to use ByondXR scalable platform was pivotal in the successful global rollout of their virtual experience. This technological choice allowed for seamless adaptation to different markets, accommodating various languages, cultural nuances, and regional preferences – all of them implemented and launched nearly at the same time. Furthermore, the use of a scalable platform enabled real-time data collection and analysis across different regions. This data is invaluable, providing insights into user behavior, preferences, and engagement patterns, which can inform future marketing strategies and product developments.


Lego’s virtual experience stands as a testament to the power of innovative digital marketing strategies. By blending gamification with personalized user journeys and leveraging scalable technology, Lego has not only enhanced user engagement but also set a new benchmark in customer experience. These strategies highlight the evolving landscape of digital consumer interaction and the endless possibilities for brands willing to embrace innovative approaches.

With Lego its only first step, planning more improvements and evolvements through they year – constantly examining the results vs. KPIs and tuning the experience.

Elevate Your Brand with Immersive Engagement

Curious about how these immersive, engaging virtual experiences can elevate your brand KPIs? Want to discuss crafting your own unique virtual journey? Fill the form down below and let’s explore the possibilities and redefine your customer engagement together.


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