Dentsu’s SMG Studio, the LEGO Group and Fictions launch LEGO® Party!

SMG Studio, a dentsu company, the LEGO Group and Fictions, is proud to announce the release of LEGO® Party!, a vibrant multiplayer party game designed to bring friends and families together for fast-paced fun, either in couch co-op mode or online. The game is set across four Challenge Zones themed to fan favourites and classic LEGO themes including LEGO Pirates, LEGO Space, LEGO NINJAGO® and more, transforming classic party game play into a dynamic, inclusive experience that celebrates creativity and connection. 

SMG Studio is dentsu’s Australia-based gaming business and has been creating games with global brands since 2013. LEGO Party! is the latest example of the studio’s commitment to partnering with brands to bring iconic intellectual property (IP) to life and connect with gaming communities worldwide. 

Ash Ringrose, Head of SMG Studio, said: “Bringing LEGO Party! to life has been a dream come true for our team. Working alongside a group of Aussie LEGO designers, we literally created every character brick by brick, using more than one million LEGO bricks throughout the game – and had a heap of fun along the way. 

“I’m incredibly proud of our team of designers, developers, gamers and creatives who have all rallied around this project. What excites us is the power a game like this can have in bringing communities of people together. Whether it’s families in the same room, or friends connecting online, LEGO Party! is about celebrating creativity, play and connection in a way only gaming can deliver,” said Ringrose.

The game has been made possible thanks to the generous support of VicScreen and Screen Queensland.

“We’re incredibly grateful to VicScreen and Screen Queensland for backing LEGO Party! and believing in its potential,” said Ringrose. “Their foresight and investment in local talent and development goes far beyond a single title, it’s positioning Australia as a global force in digital entertainment, games and innovation.”

LEGO Party! is an example of dentsu’s global suite of gaming capabilities and showcases how brands can engage with the gaming ecosystem and create cultural phenomenon. 

Brent Koning, Global Head of Gaming at dentsu, said: “Gaming isn’t just advertising, it’s culture. With more than 3.4 billion gamers worldwide, brands are increasingly recognizing that gaming is a channel where they can authentically connect with diverse communities in ways that are interactive, immersive and measurable. Great IP knows no boundaries, and yet again we can see how a physical experience can translate into a winning digital experience that brings fans and families together.” 

LEGO® Party! is available now on PC, Xbox Series X|S, Xbox One, PlayStation 5, PlayStation 4 and Nintendo Switch. The game has been brought to life by SMG Studio, the LEGO Group and publisher, Fictions. 

For all the latest updates on the game, follow LEGO Party! at: http://www.legoparty.com

Launch Trailer available here: Link
Download Assets here: Link

For more information on dentsu gaming, visit www.dentsu.com/gaming

Find the latest global insights on gaming behaviour in dentsu’s 2025 Gaming Trends Report here: https://www.dentsu.com/reports/dentsu_2025_gaming_trends_report

About dentsu 
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 110 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.

Dentsu, Innovating to Impact.

Find out more:
https://www.dentsu.com/  
https://www.group.dentsu.com/en/

About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide.

For more information: www.LEGO.com

About Fictions 
As 2025 began, 27 people came together to start Fictions. We are a collection of game developers and craft experts who support and champion games as well as the creative minds behind them. We place the highest value on quality, novelty, and experiences worthy of your limited free time. LEGO Party! and Beast of Reincarnation are the first titles in our growing lineup, with more projects to be announced soon.

For all the latest on Fictions please visit https://fictions.com or follow on TikTok, Instagram, YouTube, X and Discord. 

About Screen Queensland
Screen Queensland is the state government-owned agency investing in locally made games, films and series. Support for the games sector includes the industry-leading 15 per cent Digital Games Incentive, Games Grants for local developers and start-up studios with project lifecycle funding of up to $300,000, and the first-of-its-kind Games Residency program to accelerate the careers of emerging developers over a 12-month period. Supported games include the BAFTA-winning Unpacking, Capes, Catto’s Post Office, Cities: Skylines – Remastered, Go-Go Town!, LEGO® Party!, Max Mustard, Momento, Mowing Mazes, My Little Pony: Mane Merge, RISK: Global Domination, Servonauts and Carmen Sandiego. 

For more information visit screenqueensland.com.au/games.

About VicScreen
VicScreen is the Victorian Government’s creative and economic screen development agency. Behind the scenes, supporting professionals, infrastructure, projects and events – elevating Victoria as a global screen destination. 

You’ll find us wherever the action is. Investing in production and content development. Industry placements. Filming incentives. Location assistance. Skills training. Industry events. Partnership activities. And anything else that boosts Victoria’s standing as a global screen powerhouse. 

Whether you’re in planning, production, animation, post-production, visual effects or games development – we’re helping behind the scenes and across the screen ecosystem. 

www.vicscreen.vic.gov.au