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AUDI AG Launches All-new Driving Technology Simulation Game to Celebrate their 3rd Anniversary on PlayStation


audi quattro (select to view enlarged photo)

LONDON--December 12, 2012:

Today AUDI AG, the first automotive manufacturer to release a space in PlayStationHome are now taking their partnership to the next level with the launch of an all-new driving technology simulation game.


The game focuses on three core AUDI AG technologies: Quattro; Transmission; and Ultra. Players learn about these different AUDI AG technologies by racing a concept car made specifically for the game on 3 unique tracks. Each track offers a number of challenges and to complete them the player must modify their car with a selection of AUDI AG Technologies enabling them to win Gold, Silver or Bronze on each track and challenge combination.

The AUDI AG Space in PlayStationHome was conceived as a space for gamers to meet up, hang out, and experience the world of AUDI AG. It's a living, breathing AUDI AG world featuring AUDI AGtv and a calendar of content from virtual lectures on AUDI AG announcements, product launches, VIP events to mini-games and interactive objects all released throughout 2009-2012.

3 years later AUDI AG have become an established presence and games publisher of note for the platform, admired by the community for their content and level of innovation. As of 12th December 2012 AUDI AG have had over 15m games played by over 3m users with an average user engagement of 10 minutes per session.

Roland Hoepting, the Project Manager for videogames and virtual worlds at AUDI AG explained, "As a brand, AUDI AG saw great value and potential in the experiences and level of interaction the world of gaming affords. PlayStationHome gives AUDI AG the perfect environment to connect with gamers in an unexpected way. The numbers and reaction we've had from the PlayStationHome audience speak for themselves."

Kirk Ewing, Creative Director at VEEMEE explained, "AUDI AG have succeeded where others have failed in integrating brands into games. They've started with the audience - gamers - and worked backwards to understand what's meaningful to them in a games context to present AUDI AG's brand and technologies in an entertaining but also educational way. It's fair to say AUDI AG have become a trusted brand in PlayStationHome and have won fans who've voted with their thumbs because of it!"

Caspar Thykier, Managing Director of VEEMEE concluded, "As a former ad-man I know how difficult it is for a brand to try and credibly become a content provider and reach the all important 18-35 year old demographic. But the AUDI AG PlayStationHome case study shows how a brand can effectively connect with new consumers and deliver fantastic results. What brand wouldn't want to achieve 75 years of consumer engagement in 3 years, as AUDI AG have in PlayStationHome."

The new AUDI Technology Experience simulation launches in PlayStationHome on Wednesday 12th December 2012.