In a significant development for the gaming industry, Fredrik Loving has taken the helm as the global head of LEGO’s gaming division. This announcement, made via his LinkedIn profile, marks a new chapter for Loving as he steps into the role of Senior Vice President and global head of LEGO Game.
Career Transition
Loving brings a wealth of experience to his new position, having previously served as president at Spin Master for over five years. His extensive background includes notable tenures at Rovio and DICE, where he dedicated more than a decade to the iconic Battlefield franchise. In 2017, he ventured into entrepreneurship by founding Goodbye Kansas, a company focused on narrative-driven content, although he departed after two years.
Reflecting on his time at Spin Master, Loving expressed gratitude for the inspiring colleagues he encountered, stating, “Thankful for five amazing years at Spin Master and for all the inspiring and talented people I had the privilege to get to know and work with.” His enthusiasm for joining LEGO is palpable, as he shared, “Excited for my next chapter joining the LEGO Group as Senior Vice President and Global Head of LEGO Game. A brand I have admired for many years and loved since childhood.”
LEGO’s Strategic Shift
This leadership change comes on the heels of LEGO’s strategic decision to bring its video games division in-house. Historically, the company has relied on licensing agreements for its gaming endeavors, a practice that has defined much of its modern operations. This shift follows a period of overleveraging in the 1990s, which led to a reevaluation of their approach to game development.
As LEGO embarks on this new journey under Loving’s guidance, the industry watches closely, anticipating how his vision and experience will shape the future of LEGO’s gaming offerings.
