Why is LEGO doubling down on digital? In his first-ever interview as the founding president of LEGO Digital Play, industry veteran Aaron Loeb (Electronic Arts, FoxNext, Kabam) reveals the bold vision behind LEGO’s new company. From “forever games” like Roblox and Minecraft to building trust with kids and families, Aaron breaks down why now is the right time for LEGO to level up in gaming — and how his journey from Broadway to the boardroom shaped the company’s next chapter.
02:00 Meet Aaron Loeb: A Journey Through the Game Industry
03:28 The Birth of Lego Digital Play + Lego's Organizational Structure
08:20 Aaron's Path to Lego Digital Play
15:21 Target Audience: From Kids to Adults
19:30 Long-Term Challenges in the Gaming Industry
27:39 The Future of Digital Play and Innovation
32:55 The Challenge of Building the Right Team
36:00 Assembling a Diverse and Talented Team
38:03 Lego's Unique Onboarding Experience
41:03 The Emotional Connection of the Lego Brand
44:05 The Importance of Trust in Gaming
48:51 Choosing London as the Headquarters
51:11 Balancing Remote and In-Office Work
53:55 Upcoming Industry Conferences and Events
56:43 Reflecting on Past Projects and Lessons Learned
President, LEGO Digital Play - Aaron Loeb https://www.linkedin.com/in/aaron-loeb-959a08/
Host, Jen Donahoe - https://www.linkedin.com/in/jenniferdonahoe/
