Gameloft for brands joins forces with Lamborghini for Asphalt 9: Legends tournament


Providers of gaming experiences Gameloft for Brands has teamed up with the Italian car brand Lamborghini and organizer of e-sports tournaments ESL Italy.

The deal will see the creation of the Lamborghini Essenza SCV12 Challenge, a competition that takes place on a mobile racing game Asphalt 9: Legends.

Lamborghini Essenza SCV12 Challenge
Photo credit: Lamborghini

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The limited-time event begins on May 13th and will see players compete in three qualifiers, with the fastest from each qualifier advancing to the finals on September 18th.

Giorgio Sanna, Head of Motorsport at Lamborghini, spoke about the genesis of the tournament: “There is a digital version of all GT championships that Lamborghini participates in, giving real drivers and fans the opportunity to have fun but also gain experience through simulations on virtual tracks. The game certainly has a more playful and less realistic approach, but it is an important tool to present our cars to the general public and to the younger generations.”

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According to the press release, the tournament marks Lamborghini’s first foray into mobile esports. The brand is already fielding teams for a number of racing simulation titles, including Assetto Corsa Competizione.

Alexandre Tan, senior vice president of brand partnerships and advertising at Gameloft, also commented, “We are very excited to partner with Lamborghini to welcome the Lamborghini Essenza SCV12 Challenge to Asphalt 9: Legends. Through this innovative partnership in the largest mobile racing franchise, Gameloft for Brands creates meaningful connections between the brand and players by delivering an immersive experience to Asphalt 9: Legends audiences.”

Esports Insider says: While there has been a lot of focus on hardcore sim racing titles, there is a huge mobile racing audience that is just beginning to be tapped into. Gameloft striking a deal with a well-known brand like Lamborghini could be the catalyst for other automakers to capitalize on the ever-growing mobile esports market.

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