FUEL

What’s the biggest area you’ve ever driven round? The M25 on the way home? A fully fledged race track on a company ‘team building’ weekend? Your monied mate’s field?

What about 5,000 square miles of wildly differing terrain? In the sort of super-powered vehicle that would have most Chelsea Tractors cowering for shelter?
We didn’t think so. It’s not really possible. But we bet you’ve fantasised about it. And we bet most of your young male customers have as well.

Which is why Codemasters has made a game to satisfy such a dream. And, in turn, why video games are still better than reality.

According to its creators, FUEL contains the ‘biggest racing environment ever created’. And all 5,000 square miles of it presents players with a no-boundaries playfield inspired by America’s most awe-inspiring landscapes.

“FUEL stands out from the crowd with its extreme weather effects, massive open world and huge variety of race experiences and vehicles to choose from,” explains brand manager Edd Newby-Robson. “It’s this diversity and the non-stop excitement of the game that will appeal to a broad range of players from racing gamers to fans of extreme sports and anyone in between.

“One of the aspects I’m most excited about is the ability of players to free roam the massive environment with their friends online, race against them and create their own races using the race editor and throw out the gauntlet to their friends list. I can see online friends competing to create the most crazy and challenging races for months after release.”

The terrain in the game’s stunning environment ranges from deep snow to lush forests, all presented in the exceptional manner you’d expect from the company that brought Colin McRae: DIRT and Race Driver: GRID to market.

FUEL takes that standard one step further, offering motorised acceleration addicts a hi-octane experience that will get hearts racing.

“As part of the established Codemasters racing portfolio, FUEL slots right into the ‘adrenaline rush’ category – everything about the game is extreme and of epic scale and I’m fully expecting the game to go down a storm with existing Codies fans and newcomers,” adds Newby-Robson.

The sandbox environment offers a host of two- and four-wheeled carriages to tackle routes that would knacker the beefiest of everyday motors. Roadsters reach extraordinary speeds on the asphalt, monster trucks steam-roller through forests and dirt bikes scramble down mountainsides.

There are, of course, short cuts to be had for those happy to risk virtual life and limb – and for real daredevils, a beautiful reconstruction of the Grand Canyon to take on.

Throw in a hazardous weather cycle and intelligent day/night tableau, and FUEL becomes a must-have title for those who like nothing less than a ‘quiet drive’.

“A 70-vehicle line including bikes, muscle cars, quads, trucks, buggies and more are perfect for competing against each other across wildly different terrain, yet all share hugely rewarding arcade handling,” explains Codemasters communication executive Pete Webber.

“Add extensive online options, including 16 player races and we’re confident we’re delivering an absolutely unique proposition.”

Codemasters is communicating and driving awareness of FUEL through a cross media campaign centred around lifestyle and extreme sports titles both in print and online. This will be supported by events sponsorship and a robust specialist advertising campaign.

“A large-scale PR effort will support this strategy, with some attention grabbing stunts planned,” adds Webber. “A retail in-store campaign both on the High Street and online will feature various pre-order campaigns, front
of store space and co-operative marketing opportunities.”

Codemasters has enjoyed some rare enthusiasm from UK press in reaction to previews of FUEL.

360 magazine said ‘this could be the 360’s answer to Motorstorm’, whilst PSM3 asserted that FUEL was ‘special’. Even the notoriously fussy Edge eulogised: “It’s entirely possible that FUEL will be recorded in the annals of gaming history as a dramatic leap forward.”

Communications executive Pete Webber explains: “Press have really bought into FUEL. From its announcement at Leipzig last year, through studio visits where the Asobo development team’s talent and passion really shone to on-going hands on coverage to date, the way in which FUEL both pushes the racing genre forwards technically whilst still delivering killer gameplay has really resonated with specialist media.”

Expect this one to tear up the charts when it’s released later this month.