Black Bean has partnered with specialist magazine Motor Cycle News to promote its upcoming motorbike racer, SBK 11.
The tie-up has already resulted in SBK-branded bikes and demo pods filling up a booth at the Carole Nash MCN Motorcycle Show at ExCeL London, which was held last month.
The pods gave users the chance to play last year’s game.
SBK 11 will also be promoted online and in the weekly MCN publication ahead of its May release.
The game is created by Italian games developer Milestone and will be distributed in the UK
“Working with a media partner like MCN is a fantastic opportunity to promote the SBK video game brand to an audience passionate about superbikes,” said Tradewest’s senior European brand manager Aidan Minter.
“Milestone looks to deliver the ultimate motorbike racing game in May 2011.”
SBK 2011 will be released on PS3, Xbox 360 and PC.