WHY • How can Lego open up a new, more targeted market? • It is a team motorsport but with an element of gladiator/ hero. • In a global marketplace. • Where the game’s fundamental product comes from the physical sport, but transferred to a virtual universe where everyone can build and manage their own team, and play against similar teams globally.
WHAT • Lego can build physical products that creates the same world, But also create a virtual world interactive? • The starting point is Speedway upgraded to more interactive, more interesting, more unpredictable and the riders and not the machine that determines the outcome. • It’s a “World Series” game, with teams from all over the world, but the teams are not countries, but cultural ones. Own values, colors, logo, etc. • The teams names can be Country’s, Towns or can be made to fit into a virtual universe with its own values, colors , logo etc.
HOW • Every meeting/game is 2 teams (8 riders pr team) 15 heats, 5 teams 12 meetings/games in the world series. • Each race has before – under – after activities that have Focus on the riders, the tactical elements and the emotions. • On tv and streaming live.
VALUE • Secure Lego in the world of sport, opening up a new buyers segment. • Speedway is a non violent sport for families • New heroes are created There are elements of the Harry Potter universe in combination with the Hunger Games. • Become the unique owner of a sports universe in combination of physical and virtual Lego products.
T V -T R A N S M I T T E D LIVE ACTION!
WHY • Does Lego want to find a new and unexplored market that simultaneously supports both the play and creativity of the physical products, but which is also directly transferable to a new universe in the virtual world? • Furthermore, does Lego need to stimulate a new side of its brand where sport, family, competition. • Will Lego help grow the healthy in sports, togetherness and fun as supporting healthy interests?
• Can Lego see itself as the developer of the next generation of creative young people who are able to build, develop and put together teams for the next big task? • Will it make sense for Lego to get ownership of the next world-wide game and competition, which is held but which is also built on the living room floor, and played in the teenager’s room? • If so, then “Jano World series” is the option
WHAT he basic element of the T entire universe is Speedway. It is my passion and my way of life over many years. It contains the elements that I see are essential to building a healthy and committed youth, and at the same time there are obvious opportunities to build an upgrade that can be understood by and will appeal to the many under the modern global conditions. One is the physical race. Here I built in several motivating elements that create version 2.0 Speedway entertainment, but the biggest positive change is the decisions that must be made continuously to be strongest in the next race.
I have thus also moved away from the typical countries divided competition but the opportunity to build teams based on individual values, colors, logo and can be made to fit into a virtual world. So, you can build a team anywhere in the world, because the machines are the same, but the person/rider, the training, the values, and the strategic element are crucial to success It is therefore a “World series” game, with teams/ riders from all over the world, where everyone has the same opportunities.
HOW Before:
Physical products:
The run-up to the race is broadcast as advertising feature, what are we thinking is going to happen?
What could be built and continuously developed?
During: The race Pits, the commentator box, the winner
After: Follow-up on the race, and the next race.
- The tracks, team equipment.
Virtual products:
Youtu.be/hN3tvgkqzw8
Build your own team, values tactical, putting together teams, fit into a Lego sport universe as Mario cart? Lego as a partner we could design the tv graphic around the Lego brand.
Youtu.be/ELoR-lTLWVI
VALUE • Lego is in its grounds, a creative platform where imagination can build the universes that the individual appreciates. • The development has Identified several wellknown universes around which Lego then builds a concept. • The virtual platform is rapidly increasing, and the older the user, the more virtual interest. • Lego does not currently have ownership in the world of sports.
• By taking ownership in a sport that is essentially nonviolent and targeted families, and which moreover relies on competition and heroes’ images, then Lego here can cultivate the trend and make it its own • This sport opens Lego in a targeted universe where the target audience + 7 years and up, has an interest in speed and competition, but also needs creative and strategic stimulus.
• Lego can therefore become entrenched in the world of sport synonymous with gladiator image with elements from the Harry Potter universe or Hunger Games. • Be a partner in a unique sports universe, who then can produce physical and virtual Lego products