10 March 2009 ~ 0 Comments

New Polo driving game races onto the Apple iPhone

The paint has barely been dry on the Geneva Motor Show cars, but Volkswagen has clearly had its eyes on the launch of the new Polo for quite some time. And, this multimedia game for the fashionable Apple iPhone clearly hints at the younger, techno-savvy market that the company is clearly chasing for its new premium supermini. Just that this new game exists is proof of that.

For its first interactive marketing venture on the iPhone platform, VW has called in the big guns. Developed by FISHLABS, the world’s leading developer and publisher of 3D racing games, VW Polo Challenge has eight animated tracks, and realistic four-point driving physics. Innovative controls and a score by up and coming German rockers Feinkost add to the game’s credibility.

As with other games for the platform, the new 3D-rendered Polo can be accelerometer-steered around its sunny landscapes by tilting the device itself, with the difficulty increasing with every track. And if driving the car around a virtual course isn’t enough, the game menu can navigate you to the nearest Volkswagen retailer via GPS and Google Maps so that you can put pedal to the metal on real roads (after you’ve read the included press pack, of course).

The German car maker appreciates the marketing value of the gaming application, and claims it is breaking integrated communication ground. Michael Schade, CEO of FISHLABS Entertainment GmbH is equally believing of the product, too: ‘VW has really touched the zeitgeist with the 3D racing game for the new Polo. Games are by far the most popular application for these groundbreaking Apple platforms, and with the help of our large fan community of umpteen million mobile gamers, the new VW Polo will spread like wildfire.’

Though not the first manufacturer-approved racing game (there’s also the Audi A4 Driving Challenge, while BMW has commissioned a Z4-based application), VW Polo Challenge is fun to play (though not for users with heavy-handed coordination like us), and looks great. Available for the iPhone and iPod touch, it can be downloaded now (free of charge) from the Apple iTunes Apps Store.

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