Entertaining Kids Around The World
Aqua Raiders - Treasure Trench
The LEGO Company
In at the deep end
Clear all dangerous creatures from each depth level so you can safely collect the treasure.
Our first game for LEGO System A/S promoted their new underwater product range, Aqua Raiders. It was specifically designed to build product awareness amongst eight year-old boys. 24 hours after launch the LEGO Message Board contained the following post from a child - "This game is awesome!!!!!" Could we ask for a better reference? Aqua Raiders, Treasure Trench quite literally throws children in at the deep end. After the basic rules of the game are explained, there are numerous ways it can be completed, ranging from extremely complex to button bashingly simple. A series of wallpapers and ring tones were built into the game to reward players that take the challenging routes. This allows children of different abilities to play the game in their own way and also meant that there was almost always something new to try. The campaign was the most successful game on LEGO.com post launch and continued to hold the number one spot many months later.
An incredible success
The Aqua Raiders online game continues to be an incredible success for LEGO Company - six months after launch it continues to be one of the highest-trafficked games on www.LEGO.com and has spread virally around the world many times over.
Brent HillLead Internet Content Manager
THE CHALLENGE
- Key target audience aged 8
- Appeal to an older audience
- Launch a new play theme
THE SOLUTION
- Detailed story set in an exciting location
- Numerous ways to complete each level
- Downloadables to reward advanced play
THE RESULTS
- Over 8 million game plays
- 50% of players return
- Average game time over 10 minutes