By George: Lego goes virtual with Travel & Hospitality log app

Billund, Denmark – Toy maker Lego has released an iPhone app called Life of George, which merges online and offline play.

The app features a game with a pixilated character named George, who travels through a virtual world with a sticker book keeping photos of the locations he has visited.

Players are timed to build simple models of things that feature in the places George has visited. Once the player has built the model, they take a picture of it and the model is placed in George’s book.

This is a great example of a brand gamifying its product using a digital platform, and would be perfect to aim at Gen D consumers. For more on the convergence of online and offline games read our Ubiquitous Gaming Culture macrotrend.