Dentsu’s gaming agency SMG launches Lego game
Lego Party! is the latest multiplayer party game to enter the market
Gaming agency SMG Studio, a Dentsu company, has released “LEGO Party!” — a multiplayer video game it developed with the Lego Group and video game publisher, Fictions.
A party game, Lego Party brings together four players to compete in 60 minigames across “four Challenge Zones” modeled after themes from the popular toy range, including Lego Ninjago, Lego Space and Lego Pirates. It supports local co-op and online modes.
SMG announced the title in June 2025 at video game event Summer Game Fest in California.
Commenting on the game’s launch, SMG Studio head Ash Ringrose said the product is a celebration of creativity and community, and that the overall collaboration between the studio and Australian Lego designers was “a heap of fun”.
“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,” Ringrose said in a media release.
“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.
The Queensland and Victorian Governments’ screen agencies, Screen Queensland and Vicscreen, put money towards the title’s development.
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“We’re incredibly grateful to VicScreen and Screen Queensland for backing LEGO Party! and believing in its potential,” Ringrose said. “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.”
At the time of writing, Lego Party holds a “Generally Favorable” Metascore of 80 on review website, Metacritic (based on a handful of reviews).
Lego Party! has been compared to Nintendo’s party game series Mario Party
Pop culture website, Polygon, described it as “going hard[er] than Mario Party”, while fellow online gaming publication, IGN, labelled it “creative, colourful, and a consistent crack up”.
According to Dentsu, the game is more than just entertainment — it represents the company’s “global suite of gaming capabilities” and serves as a reminder that brands ought to explore video games as a legitimate avenue for engagement.
“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,” Dentsu’s global head of gaming, Brent Koning, said in the release.
“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 on Nintendo Switch, PlayStation 5 and 4, Xbox One, Xbox Series X|S, and PC.
Other titles SMG Studio has in its catalogue include moving simulator, Moving Out!, and its sequel Moving Out 2; puzzle game Sp!ng; a digitised take on the board game Risk, Risk: Global Domination.
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Dentsu are the leading gaming agency. Excited to see more wins.
They will be the agency who make gaming advertising credible. They have the most experienced team.