Sony PS3 owners can drive the new Audi R8 E-tron concept car in Vertical Run, a new PlayStation 3 game. Only the Audi Space will play the game, which is a virtual showroom that was created specifically for the brand.
Kai Mensing, responsible for online marketing at Audi’s video games division, stated that video games are the most common way young people get their first driving experience. The Audi Space allows us to bring our target audience into contact with our brand through a highly emotional and interactive environment. We also demonstrate our “Vorsprung durch Technik” with the virtual race of the e-tron.
In the past, young people’s first driving experience was likely to have been stealing their family car and then crashing it somewhere. It’s amazing how times have changed.
Audi Space and PlayStation Home, a 3D social gaming platform for PlayStation 3, will offer youngsters the opportunity to drive the R8 concept car at their home. Vertical Run is a driving competition where drivers will race to the finish. Each driver must collect enough electricity and minimize driving mistakes to achieve the highest speed.
Mensing stated that Audi Space was meant to be different from the traditional showroom at an Audi dealership. We worked with Allmann Sattler Wappner architects to create an interactive concept that focuses on select Audi models. This allows for a more personalized, interactive experience of the brand.
As a concept car, the e-tron was presented at the 2009 IAA. The e-tron is powered by four electric motors in all four wheels. It has a total system output power of 230kW (313hp), as well as a massive torque figure of 4,500Nm.
Vertical Run will be free to download into PS3 consoles that have PlayStation Home in December.