Game Digital to expand Lego fan event Bricklive

Multiplay, the events division owned by Game Digital, has secured the license to run Bricklive, the UK's biggest Lego fan event, and will expand it into a series of events in multiple cities in 2017.

Multiplay partners with Lego for Bricklive event series.
Multiplay partners with Lego for Bricklive event series.

In 2017, Multiplay will deliver four Bricklive events in Birmingham, London, Scotland and Northern Ireland. 

Bricklive recently hosted hosted its fourth annual event at Birmingham NEC from 27-30 October. The event aims to deliver interactive and immersive experiences to Lego fans, and features a live stage show, 'Brick Pits' with mroe than three million Lego bricks, live build demonstrations, huge installations and Lego video games with Warner Bros.

Andy Smith, director of events at Multiplay, said: "We’re hugely excited to be partnering with Bricklive from next year to build on the success of the events so far. We’ve demonstrated our expertise in running large-scale events around the world and we understand what is needed to engage a huge community of fans, because we are part of that community. The team continues to increase engagement and interaction at our events, employ the latest technologies and create unforgettable experiences. With many synergies between Lego and video gaming, there are exciting things to come."

Clive Nørgaard Morton, founder of Bricklive, said: "We want to take Bricklive to the next level and Multiplay is the right partner to help us do that. The team has not only run events at the biggest venues in the UK, but also globally.  We want to focus on creating the best event for Lego fans and continue to celebrate building with our favourite bricks! We’ll be announcing more details soon."

On 29 October, Lego unveiled its Lego Ideas 'Yellow Submarine' set in Liverpool. In June, Cartoon Network launched an interactive gaming experience in UK shopping centres to celebrate cartoon series Adventure time.

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