The Lego Group has announced that Lego Universe will shut down on January 31, 2012. This signals the end of another MMO that was reliant upon subscription revenue; while there was a popular free play zone, it was never properly monetized.
“The Lego Universe team can take pride in having developed and launched a great Lego experience that many players will miss,” said Jesper Vilstrup, Vice President, Lego Universe. “Right now, we have almost 2 million players in Lego Universe, and we get extremely positive feedback from players. Unfortunately, we have not been able to build a satisfactory revenue model in our target group, and therefore, have decided to close the game.”
“The development of our digital offerings continues to be a very important element in our strategy,” said Mads Nipper, Executive Vice President, Lego Group. “We have more than 20 million visitors on www.lego.com every month, and Lego video games are among the bestselling children’s video games with sales of more than 60 million units in the last five years. Through our experience developing and running Lego Universe, we have gained a lot of valuable insights, and we have a very strong foundation for future development in the digital area.”
