Overwatch is one of the most popular games that has been introduced in recent years. Now it gets what comes to all beloved brands: Lego Merchandise. Publisher Blizzard Entertainment announced today that the toy company is producing Lego Overwatch Sets. Overwatch joins Minecraft, Star Wars and other Lego partners
In a post on Twitter Overwatch director Jeff Kaplan assembles a tracer minifigure. When completed, the plastic time-jump hero came to life. That's wonderful because it means we see Kaplan try to act. It is very good.
Blizzard and Lego have not delivered many details. For example, we do not know about prices or availabilities that go beyond "soon." But I bet you'll find these products in store shelves in time for the upcoming gift vacations.
Create the perfect team, stone by stone
̵1; Overwatch (@PlayOverwatch) October 2, 2018
Fandom as a service
Blizzard continues to support Overwatch with new content, characters, and events , It also operates an eSport league. And like most other eSports organizations, it probably will not make much profit. Instead, the publisher puts resources into this content for people to come back. The expectation is that they will then spend money on the game.
Goods such as Lego sets serve several purposes. They generate revenue through license transactions. At the same time they give the fans another opportunity to interact with the property and to get excited about it.
Most importantly, Merch is a sure way to get more money from your biggest fans. Every industry is trying to find ways to increase the lifetime value of its most dedicated customers. Gaming has done better than most with tactics like lootboxing. But many fans resist these new business models. In particular, a loud group of players despise loot boxes and have drawn the attention of regulators because of the similarities between these elements and gambling.
Lego sets do not have these problems. For people who do not care about them, such a toy is out of sight and nonsense. But for the biggest fans, that's another way to express their love for Tracer, Reinhardt and Kaplan.