Codemasters is championing the game’s arrival with a series of high-profile promotions. Demonstrating IndyCar Series' dramatically different racing gameplay, a national gaming challenge is running at retail level, a major demo CD promotion has been placed with the Daily Star and awareness is being further built with wide-spread advertising and hugely positive editorial coverage.
Running at over 40 independent games retail stores, an IndyCar Series championship to find the UK’s best racing gamers will run the weekend of launch. The IndyCar Series championship is being run by merchandising specialist ISM, which has been building retail awareness for the title and installing point-of-sale display material.
A major demo CD promotion will feature in the Daily Star the weekend before launch. The CD will feature a playable demo of IndyCar Series along with wallpapers and screensavers themed around the sport. The CD will also feature demos of Codemasters' other key motorsport brands, Colin McRae Rally 3 and TOCA Race Driver.
Advertising covers key titles across PlayStation 2, Xbox and PC gaming magazines and bolstered with ads running in Front, Max Power and AutoSport.
Editorial coverage has been excellent, with critics acclaiming the game's high-speed multi-car racing and detailed authenticity. The game's press launch at the Rockingham race circuit saw games and motorsport journalists compete on-track and in-game, coached by professionals.
Reviews will appear just prior to launch with the game tipped to win top-score awards. Official Xbox Magazine enthuses saying it’s “A technically brilliant, true simulation of IndyCar Series racing… You won’t find a better racing sim on Xbox”. PSW says it’s “…a driving game that sports a blisteringly quick pace, bags of real-life courses, drivers and vehicles and a subtle emphasis on tactics that goes way beyond anything seen in the saturated world of PS2 Formula One racers”.
Motorsport fans are being targeted online with the game being promoted on the sports' official website. The game's dedicated website at www.codemasters.com/indycarseries has received much attention with thousands of gamers registering to receive the playable demo; streaming videos and newsletters are also being emailed to Codemasters' massive database of racing gamers.
Says Nicky Veal, Codemasters' European Marketing Manager:
“For the official game of a US motorsport to receive such acclaim and attention across Europe is hugely exciting. IndyCar Series offers a dramatically different style of racing gameplay and that's just what gamers have been demanding."
“That level of interest combined with the promotional investment we've made in the title, will ensure that IndyCar Series becomes an established part of Codemasters' world-class motorsport gaming portfolio.”
IndyCar Series will debut on June 20th for PlayStation 2 and Xbox with a PC edition following in July.
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