Gamified experience provider Gameloft for brands has partnered with Italian automotive marque Lamborghini and esports tournament organiser ESL Italy.
The deal will see the creation of the Lamborghini Essenza SCV12 Challenge, a competition that will take place on mobile racing game Asphalt 9: Legends.
The limited-time event begins on May 13th and will see players participate in three qualifiers, with the fastest from each qualifier going into the finals on September 18th.
Giorgio Sanna, Head of Motorsport at Lamborghini, spoke on the creation of the tournament: “There’s a digital version of all the GT championships in which Lamborghini competes, giving real drivers and fans the chance to have fun but also to gain experience through simulations on virtual circuits. The game certainly has a more playful and less realistic approach, but it’s an important tool for introducing our cars to the general public and the young generations.”
According to the release, the tournament marks Lamborghini’s first foray into mobile esports. The marque already fields teams across a number of simulation racing titles, including Assetto Corsa Competizione.
Alexandre Tan, Senior Vice President of Brand Partnerships and Advertising at Gameloft, also commented: “We’re thrilled to partner with Lamborghini to welcome the Lamborghini Essenza SCV12 Challenge in Asphalt 9: Legends. Through this innovative partnership in the biggest mobile racing game franchise, Gameloft for brands creates meaningful connections between the brand and players by bringing an engaging experience to the Asphalt 9: Legends audience.”
Esports Insider says: Although a lot of focus has been on more hardcore sim racing titles, there is a huge mobile racing audience that has only just begun to be utilised. Gameloft securing a deal with a recognisable brand such as Lamborghini may be the catalyst for other car manufacturers to capitalise on the ever-expanding mobile esports market.