SMG Studio, a dentsu company, the LEGO Group and Fictions have launched LEGO Party, a multiplayer party game.
The game is set across challenge zones including LEGO Pirates, LEGO Space and LEGO NINJAGO.
"Bringing LEGO Party to life has been a dream come true for our team," said Ash Ringrose, head of SMG Studio.
"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."
SMG Studio is dentsu's Australia-based gaming business and has been creating games with global brands since 2013.
The game was supported by VicScreen and Screen Queensland.
"Gaming isn't just advertising, it's culture," said Brent Koning, global head of gaming at dentsu.
"With more than 3.4 billion gamers worldwide, brands are increasingly recognising that gaming is a channel where they can authentically connect with diverse communities in ways that are interactive, immersive and measurable."
LEGO Party is available on PC, Xbox Series X|S, Xbox One, PlayStation 5, PlayStation 4 and Nintendo Switch.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.