Currently, both companies are reaping benefits from the alliance. This is primarily facilitated by the fact that both these companies are leaders in their respective industries. Both the companies have been able to cater to a wider range of customers than they were able to prior to the alliance. Where LEGO has been able to reach out to adults with their Xbox games, Microsoft, on the other hand, benefits from being the sole provider of software for playing and distributing internet audio and video on LEGO’s website and thus come in contact with the section of market it was not formerly in contact with.
Although the deal looks lucrative as of now and both companies are enjoying the rewards, but the question is what does the future hold for them? What more can they do with this alliance? The answer to these questions are answered at various points in time by some powerful representatives of both companies, one of them being at “Big Robot on Campus” event at Microsoft's headquarters where Trandy Trower, General Manager of Microsoft’s Robotics Initiative speaking about Microsoft’s said, “Lego was one of the motivating factors that got this started in the first place.” He explained how Lego had told Microsoft about its Mindstorms NXT plans several years ago.
Speaking of the future, LEGO Company will adopt Microsoft technologies in its future offerings by integrating Microsoft Passport for authentication and wallet data - as well as the COPPA-compliant Kids Passport - into the new LEGO.com Web site, to help ensure consumers the most secure, reliable and easy way to make purchases online. On the interactive entertainment front, LEGO will integrate Windows Media into new versions of the successful LEGO Studios line of moviemaking products. Similarly, LEGO Com ...