LEGO is jumping into the mobile gaming arena with its first product that combines both software and bricks directly and the Life of George is LEGO’s newest building set, a collection of 144 LEGO bricks and a mobile game that lets you build different LEGO models and take pictures of them on your smartphone. Lego Life Of George iPhone interactive game set will be available to purchase from the 1st October from the online Lego Store for $29.99 and an Android version of the Lego app is currently being considered by Lego but no release date has been announced.The $30 kit promises 12 levels featuring 10 photos each, and varying difficulty levels, there’s a two player game and a creation mode which lets you create playable models out of your own snapshots………………

The LEGO Group announced LEGO Life of George, its first product to combine digital and physical play for a hands-on LEGO gaming experience. Featuring patent-pending brick recognition software, powered by EyeCue, the game challenges players to build models and place them on a play mat that acts as a green screen to capture the image and receive a score based on accuracy and speed. Beginning October 1, 2011, players can purchase the LEGO Life of George set for $29.99 from LEGO Stores and shop.lego.com and download the free Apple iOS compatible gaming application.LEGO Life of George is a 12-level game that can be played in novice or expert mode. Each level showcases an adventure from George, around whom the game revolves, and is comprised of models of varying difficulty based on the number of bricks needed and the building techniques required to replicate them. Builders are challenged to physically recreate the virtual models from George’s photo album using the LEGO bricks included with the game; once they have successfully completed all 10 models the next level will be unlocked. In addition to Game Mode which can be played alone or against one competitor in a pass-and-play format, a Creation Mode called My Life enables users to design and capture their own models in the app’s virtual scrapbook. “We understand consumers’ powerful connection to casual gaming, and we have seen how successfully the LEGO brand can translate to a virtual experience, so we pursued development of a fun way to combine both physical and virtual play into one product,” says Paal Smith-Meyer, head of new business at LEGO Group. “Life of George is a result of our desire to provide an innovative way for existing and new fans to play with LEGO bricks and interact with the brand.”

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