Empower and entertain young audiences with our collaboration with MGA Entertainment

Our team is so excited to have launched not one but two L.O.L. Surprise! O.M.G. titles recently; Style Studio and Fashion House!

We spoke to Product Owner Edouard Albert about the release of L.O.L. Surprise! O.M.G. Fashion House and what it means for a brand to go so hands-on with their audiences using a gaming format.

  • It’s a joy to see the beloved characters of MGA Entertainment appear in the interactive house filled with minigames, fashion, positive messages and to provide games with a safe environment for young audiences to play in. The L.O.L. Surprise! O.M.G. brand uses messages of empowerment for its young audience. What was the process to translate that to a gaming environment like?

Edouard: Nowadays the young players are keen to define and express themselves through their avatar’s appearance. We can see that in free-to-play competitive games like Fortnite or League of Legends but this is also true for casual games that use customization, like our game. If you look at all the L.O.L. Surprise! O.M.G. dolls available in retail or featured in shows and films there is always one doll for everyone. It was important to reflect this variety in the choice of items the player can use to equip the doll; it offers a lot of freedom in terms of creativity.

  • Gaming can be used as a bridge between brands and audiences to strengthen their relationship even more. How do you think the elements in the minigames follow L.O.L. Surprise! O.M.G.’s inclusive and colorful appeal?

Edouard: L.O.L. Surprise! O.M.G. features 4 main core dolls with a unique style: Lady Diva, Swag, Neonlicious and Royal Bee. We have tried to use them all together in minigames whenever it was possible. In the other instances, we made sure that the variety in terms of fashion style and ethnicity would still be maintained. For instance, we use Neonlicious as a main character in the B.B. Driver minigame, which will soon also be released as a standalone game. For Jump The Rope we use another O.M.G. character: 24K D.J.

  • In the Fashion House, players can find all sorts of minigames in various genres. How did the choice of these specific minigames come about?

Edouard: The primary audience of the brand is girls between 6 and 12. In terms of useability the scope had to be wide for the game to appeal to the whole target group. A player aged 6 does not have the same dexterity and capacity as a player aged 12 for instance, not mentioning the preferred type of gameplay.

We addressed this issue in several ways throughout the minigames to make sure that everyone could enjoy the experience. Among other things, we made sure that the first 30 seconds of a minigame is not too challenging, after which the game progressively intensifies. Some games only require simple gestures such as the tap for the Jump the Rope minigame. This is one of the reasons we chose this minigame during the onboarding.

Moreover, we also really made sure that we propose enough variety in terms of gameplay so no one would feel excluded: there are minigames for action players, puzzle fans and music lovers. The Concert minigame is actually an important feature of the game since the brand has this strong bond with music and dance – we wanted to let this element have its own dedicated place to shine.

And shine they do! L.O.L. Surprise! O.M.G.™ Fashion House is now available on the following platforms:

L.O.L. Surprise! O.M.G.™ Style Studio is available exclusively on GameDistribution.

L.O.L. Surprise! O.M.G.™ B.B. Driver will soon be available exclusively on GameDistribution.