It sounds like Audi have spent quite a bit of time and money developing their new game Vertical Run, which will launch on PlayStation Home this coming December. The game will feature the new e-tron concept car revealed last week at Frankfurt.

With four motors – one per wheel – the e-tron can be powered along a three-dimensional racetrack in Vertical Run. The goal of Vertical Run is to beat the competition in a multi-player challenge by collecting enough electrical energy and avoiding driving errors in the e-tron, in order to reach the highest possible speed. While all PlayStation Home users will be able to access Audi Space – with its centrally placed tower reminiscent of major cities like Shanghai and Chicago – the Audi apartments located above the city will only be available to the best drivers.

This new 3D game is just part of a widespread initiative by the Ingolstadt company to engage with potential young buyers at an early stage – “Most young people gain their first driving experience from video games,” explains Kai Mensing, who is responsible for video games and virtual worlds in Online Marketing at Audi. “With the Audi Space, we can bring this target group into contact with our brand in a highly emotion-packed and interactive environment”.

Seasoned gamers will probably groan at Audi’s attempts to use a racing sim to convey it’s marketing messages, but let’s wait and see what they’ve come up with. Launching during the same period as Playstation’s Gran Turismo 5 and Forza Motorsport 3, Audi’s Vertical Run will face a tough challenge gaining the attention and interest of the young petrol-head gaming community.

Written By

Steve Davies

Steve is an investor, private equity advisor and former Partner at KPMG, PwC and Bain.   Most importantly he's a life-long car enthusiast, mountain biker and active sports enthusiast. He designs and builds technology platforms and is the architect behind Transmission.

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