It’s not exactly what you’d expect when it comes to the serious world of F1 but Codemasters has taken the culture of racing to a whole new adorable level.
Moving away from the franchise’s mature image, F1 Race Stars takes a more light-hearted approach to the sport. The game sees all of F1’s biggest talent transformed into cartoon versions of themselves. The line-up includes the likes of Lewis Hamilton, Sebastian Vettel, Fernando Alonso and more.
Turning Formula 1 racing into a playground, F1 Race Stars takes on real-world championship tracks – including the famous Abu Dhabi circuit – and adds a whole selection of fun obsctacles, jumps, elevated hairpins, corkscrews and loop-the-loops. There’s also Mario Kart-style power-ups to provide that extra edge over the competition.
The race tracks also have plenty of personality.?For example, in the Melbourne track you can take detours through an aquarium and across a beach. The game has a four-player split-screen mode, allowing families to join in the fun and there’s also a 12-player online multiplayer mode. Racing against each other will be manic as players overtake, collect power ups and leap across swimming pools.
“F1 Race Stars provides a new entry point for racing fans and there’s a huge, as yet untapped part of the F1 fan base that fit into the family demographic,” said F1 Race Stars brand director Hayley Holland. “Given the reach of F1, it has the potential to entertain a massive international audience on a huge scale.
“We fully intend to deliver F1 Race Stars with a major campaign and make it a landmark arrival in the winter at launch and through the holiday season. We want to capture the hearts and minds of the primary target audience and get on that Christmas wish list and make it easy for the parent gatekeeper to purchase.”
F1 Race Stars is an entertaining and accessible entry into the world of Formula 1, and with a significant marketing campaign, it looks sure to make the podium.
Codemaster’s has a multi-week TV campaign that will see F1 Race Stars ads run across popular channels such as Channel 4, Sky, ITV2, CITV, Cartoon Network, Boomerang, Nickelodeon and more.
There’s a digital campaign ready to target younger gamers and families as well as extensive pre-roll placements on video sites. Advertorial content will also run in kids weeklies and on radio.
Codemasters are releasing a demo of the game on all the formats it’s being released on. The demo features the Germany track with a 12-car race and has playable racers Jenson Button, Alonso, Vettel and Räikkönen.
Famous tracks from the world of F1 are present, but with a twist. For example, the Melbourne track sees racers driving through an aquarium, past a shark-infested beach and jumping over a swimming pool.