In some cases, automakers are using game integration to build aspirational value, but increasingly it’s about creating “chance” encounters with shoppers who didn’t even know they were shopping.
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When we think about the cars we love and the video games we play — or used to play — titles like Gran Turismo, Forza, Cruisin’ USA, Need for Speed, Midnight Club, Mario Kart, iRacing, and Grand Theft Auto are top of mind.
But we’re car people, and the industry already has us captive as a consumer in one way or another. Not everyone is like us. Normal people don’t want to get stoned and sim race a winged sprint car at Eldora while watching the Rolex 24 with your friends. Online gaming has become a much larger part of the social ecosystem, the metaverse is happening — somewhere — and this new scene isn’t just for basement people; it’s a whole new advertising vehicle for communicating with the next-generation target audience.
Esports are so mainstream now, your uncle complains about them at family gatherings, and your friend group stays in touch through group chats and game lobbies. A significant amount of leisure time and discretionary income is being spent in these virtual spaces. Naturally, automakers are working to integrate their products into these games.
In some cases, automakers are using game integration to build aspirational value, but increasingly it’s about creating “chance” encounters with shoppers who didn’t even know they were shopping. No one has to leave the house to interact with the latest vehicles and if it works as planned, minds are already made up before setting foot in the dealership.
Overwatch 2
Porsche recently partnered with game developer Blizzard Entertainment, maker of Overwatch 2, to introduce its cars to an audience who may not interact with the brand through its traditional marketing channels. The partnership sees a new Porsche skin introduced for the mech suit belonging to the popular character D.Va.
The press release mentions there will be “numerous cosmetics for players to collect, including two Porsche-inspired skins.” Expect additional skins, kits, and other cosmetic content to roll out over the coming months.
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Fortnite
Ferrari has a long-standing relationship with Epic Games, using its Unreal Engine in-house for design visualization, virtual production, and building car configurators.
BMW followed suit last year during the launch of the iX2, creating a virtual city called “Hypnopolis” allowing players to interact with and configure the new crossover. The city world, named after a BMW podcast, features the company’s iconic four-tower campus and includes the BMW Museum and BMW Welt.
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Cyberpunk 2077
Its open-world format means you gain access to the Porsche through a series of tasks and choices, say the wrong thing and you might not get it at all. With the release of the Cyberpunk 2077 2.1 updates, a second 930 Turbo, this one a cabriolet, was added to the game. Players are offered the option to buy the cabriolet, or it too can be unlocked through tasks.
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Rocket League
Rocket League is a wild game of high-flying vehicular soccer. Originally just a core group of 10 rocket-powered battle cars, the automotive selection has swelled to more than 70 cars. While some of the new cars are true to the game’s arcade-style, RC car design ethos, many of the DLC cars are officially licenced products from major automakers.
Additionally, Ford was a presenting sponsor of Rocket League Championship Series events in 2020 and 2021, as was Lamborghini, including hosting the Lamborghini Open and Battle of the Bulls events.
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Final Fantasy
The car never appeared in gameplay but it did have a backstory. The R8 was created for Prince Noctis of the Lucis royal family to celebrate the prince’s 20th birthday. The “Ultrossic Black” car was said to feature “advanced engineering from a higher realm” and the rosepetal wheels are designed to mimic the Lucis family’s swords.
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League of Legends
As part of its continuing partnership with Riot Games, Mercedes put on a virtual car show during the League of Legends World Championships back in 2022. The show included real Mercedes products alongside a futuristic virtual show car, Project SMNR. In years prior Mercedes designed the ring awarded to the event’s winners and the automaker will continue to be a major supporter of the LoL World Championships through 2025.
Fellow German automakers BMW and Audi both support League of Legends Esports teams and sponsor championship events across multiple continents. Honda is another automaker supporting championship events in this space, while Nissan is sponsoring teams.
Call of Duty
This partnership is the opposite of the others. Call of Duty branded Jeeps were sold through Jeep dealerships as part of the game’s marketing plan. They did this twice, first with Black Ops, and again with Modern Warfare 3. There was no Jeep content included in the CoD games.