The LEGO Group is the latest video game publisher to venture into this free-to-play business with its LEGOUniverse massively multiplayer online (MMO) game.
While Netdevil's massively multiplayer online game "LEGO Universe" failed to capture an audience, every LEGO game developed by TT Games has been a huge hit.
Specifically answering Lord Puttnam's point Mark Hansen, director of business development for LegoUniverse, said children were very good at determining the underlying ethic of a virtual world.