Case study: Game on for Volvo
By Sally Ratcliffe. Pole position. Volvo has teamed up with Sweden’s SimBin Studios to offer a free video racing game. Players can get behind the wheels of six different Volvo models, including the new S60 Concept and the C30, which is competing in this year’s Swedish Touring Car Championship.
Before setting off for the grid, virtual drivers are invited to ‘walk round’ 3D versions of the car where they will be able to look inside, and assess steering and visibility. When they finally decide to hop in, they will be able to test out the models on the tracks of the Gothenburg Eco Drive Arena, and on the Chayaka track near Kiev.
“Volvo – The Game is at this stage aimed to be a fun and exciting experience demonstrating our modern design language and our proud racing history,” says Pontus Berger, project leader at Volvo.
“I have learned that consumers are aware of the brand name, Volvo, but many don’t know our product line-up of today,” he adds. “This is one way to connect and spread the word. … The first step is to connect with consumers.”
SimBin mixes simulation racing with highly detailed and realistic dynamics, so the track offers a real sensation right down to the grit on the tarmac.
“We would never go for a crummy experience,” Berger says. “This is a premium product. It’s a complete game with two tracks, six different cars and a number of different liveries.”
SimBin has earned a reputation for being one of the leading racing-simulation developers, having established itself with award-winning titles such as GTR and GT Legends. Volvo – The Game is detail-heavy and even boasts a leaderboard for its players. The title was offered as a free download on 26 May and is available in various European languages.
