MCV/DEVELOP News, events, research and jobs from the games industry
Petrolheads itching to get a glimpse of the new Nissan Juke Nismo (we’re sure this applies to someone somewhere) need only turn to their smartphones.
The car manufacturer has teamed up with mobile publisher Gameloft to recreate the new model in iOS and Android racer Asphalt 7: Heat. Players will be able to race in the Juke Nismo, which has been designed to demonstrate the real car’s handling.
The Juke Nismo is the first Nissan car to appear in a video game before it appears in real-world showrooms. It is the first in the Nissan Motorsport (Nismo) range and goes on sale early next year.
This isn’t the first time a vehicle has been launched via the world of video games, of course. Several models have made their debut in the Gran Turismo titles.
Nissan has even teamed up with Sony for several years to run the GT Academy competitions.
Still, it’s an interesting marketing ploy and one that Nissan Europe’s marketing communications general manager hopes will reach a wide audience.
"Smartphones and tablets are increasingly dominating consumers’ time and attention," he said. "This launch strategy lets us reach out directly to driving and racing fans across Eurioe in a way that perfectly suits today’s digital age."
