When it comes to esports, the biggest names have never been those of racing games – that might just be about to change! Assetto Corsa Competizione together with one of the most prestigious brands in the world, Lamborghini, are about to get into esports in a big way.
Who hasn’t dreamed of owning a Lamborghini? One of the top luxury and supercar brands in the world, the company now made its move towards esports as well, by setting up ‘The Real Race’, an esports series.
© Assetto Corsa Competizione
iRacing is about to get a lot more attention from esports and car fans alike. The new series will be held in combination with Assetto Corsa Competizione, a sim-racing series that will see quite a few events. Specifically, it’ll be held across five qualifying weekends, the first being last weekend – so, if you missed it, you can still compete in the next few weeks!
Lamborghini will be flying the top competitors to Italy for the grand finale of the Assetto Corsa Competizione championship – but don’t worry, that’s not until September. With social distancing precautions still on the forefront of everyone’s minds, racing games are going virtual for now and will remain so for the foreseeable future.
The new series is part of an ongoing strategy of Lamborghini to appeal to a new crowd – and to keep the interest of existing fans. “This is completely aligned with Lamborghini’s strategy to be closer to brand lovers and the younger generations,” said Katia Bassi, chief marketing officer at Lamborghini.
In the Lamborghini Assetto Corsa Competizione series, all drivers will be driving the same car or at least the same brand rather than model. They’re not the first to do so however. In previous racing sports games news, brands like Nissan hosted the Gran Tourismo tournament, Nissan GT Sport Cup. BMW and Porsche too, have held similar events.
Aptly named, the Real Race featuring Assetto Corsa Competizione and plenty of Lamborghini cars is drawing a lot of attention and fans. It’s a win-win situation – one-brand races showcase pure skill – everyone has the same odds of winning and only the best of the best can set themselves apart from the others.
Meanwhile the race itself is the perfect method of in-game advertising – it’s unobtrusive, welcome even. Instead of showing pop-up banners or similar things, the cars used in the competitions basically advertise themselves to potential buyers – and the brand they belong to is plastered all over the competition.
Assetto Corsa Competizione is also the perfect platform for such an iRacing event. Their GT World Challenge series are becoming the top esports competitor among the racing games.
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