Codemasters hopes to take F1 2012 to the masses with its TV campaign.
Speaking to MCV, F1 brand director Hayley Holland said the plan is to take the game to ‘beyond the core audience'.
With this year's new gameplay mode that eases players into the F1 experience, F1 2012's media campaign represents our broadest demographic reach for an F1 title with activity going beyond the F1 enthusiast to target the more casual viewer.”
The game will see TV spots around Grand Prix weekends across multiple Sky Sports channels.
But in a bid to attract a wider fanbase, this will extend to Channel 4, ITV channels, Sky 1, Sky Atlantic, Dave, and other channels that hit the 16 to 34 demographic.
TV ads will be supported with online activity across gaming, sports and motorsport channels such as Top Gear and Autosport.