LONDON, March 20, 2018
/PRNewswire/ -- Castrol EDGE today launched its latest
adrenaline-charged driving challenge to discover whether real or
computer game driving skills are superior. The contest pitted one
of the world's top drift racers against a top gamer in a
revolutionary desert race. Replicating driving in a video game with
a specially-modified Ford Mustang, the two drivers raced as if
driving in a video game, #TITANIUMGAMER.
TITANIUM GAMER, in collaboration with Electronic Arts Inc.
(NASDAQ: EA), is inspired by one of the world's bestselling video
game franchises, Need for Speed™. Pushing the boundaries of
driving performance, TITANIUM GAMER marks the launch of the Castrol
EDGE 'Titanium Trials' in the action driving, Need for Speed
Payback, game. This marks the launch of a landmark
collaboration where a new mission in the game was designed by the
world class studio Ghost with support from Castrol EDGE. Titanium
Trials is available from 20 March
2018, and will allow players to hit the canyons, tackle
off-road in the desert and race against time through Mount
Providence.
Vivek Rampal, Global Marketing
Director, Cars & Bikes at Castrol, commented: "There's strong
synergy between the Need for Speed and Castrol EDGE brands;
we focus on pushing boundaries. TITANIUM GAMER is a challenge
unlike anything else that uses gaming technology to illustrate the
role of oil in engine performance, and that Castrol EDGE has the
strength to perform no matter what demands are placed on the engine
or its driver."
Christian Sponziello, EA Brand
Partnerships Director, commented: "Titanium Gamer has been an
exciting project to work closely on with Castrol EDGE. This has
been an innovative program that has enabled us to bring the
sensation of playing Need for Speed to life for real, which
Luke and Theo found extremely exhilarating.
Need for Speed players can use the third person,
above-car viewing angle to drive in-game. Castrol EDGE called on
Monster drift driver, Luke Woodham,
and Need for Speed influencer, Theo
Thomas, to drive the closed desert course in the Mustang
with only the third person, 'gameplay' view to see who finished
first and was crowned 'Titanium Strong'.
Castrol EDGE wanted to see who would handle the drive in such a
new sensory experience best - a professional driver or gamer? Each
driver had to rely on his instinctive driving skills and trust the
performance of the car while navigating the course, which echoed
the fictional Liberty Desert in Fortune Valley in Need for Speed
Payback.
Drift driver Luke Woodham said:
"When Castrol EDGE approached me, it sounded like such a unique
challenge I knew I couldn't miss out. And in reality it was one of
the most exhilarating, toughest driving experiences of my
life."
Gamer Theo Thomas said: "It was
of course a lot harder than the game, but I also had to remember I
was driving a real car at times - it was such a massive sensory
challenge."
In TITANIUM GAMER, live driving action is blended with in-game
Need for Speed Payback footage to create content like no
other. It's an exciting experience for gamers, as well as those
with a passion for driving and pushing the limits. Gamers
appreciate an experience that's close to reality; rich, immersive,
thrilling content that will help take them to another realm. This
is the inspiration for TITANIUM GAMER - a challenge which combines
the real world with the in-game world.
About Electronic Arts:
Electronic Arts (NASDAQ: EA) is a global leader in digital
interactive entertainment. The Company develops and delivers games,
content and online services for Internet-connected consoles, mobile
devices and personal computers. EA has more than 300 million
registered players around the world.
In fiscal year 2017, EA posted GAAP net revenue of $4.8 billion.
Headquartered in Redwood City,
California, EA is recognized for a portfolio of critically
acclaimed, high-quality brands such as Madden NFL, The
Sims™, EA SPORTS™ FIFA, Battlefield™, Need for Speed™, Dragon Age™
and Plants vs. Zombies™. More information about EA is available
at www.ea.com/news.
EA SPORTS, The Sims, Dragon Age, Plants vs. Zombies, Battlefield
are trademarks of Electronic Arts Inc. and its subsidiaries.
John Madden, NFL, and FIFA are the
property of their respective owners and used with permission.
About Castrol:
Castrol is one of the world's leading lubricant brands, with a
proud heritage of innovation and fuelling the dreams of pioneers.
Our passion for performance, combined with a philosophy of working
in partnership, has enabled Castrol to develop lubricants and
greases that have been at the heart of numerous technological feats
on land, air, sea and in space for over 100 years.
Castrol is part of the BP group and serves customers and
consumers in the automotive, marine, industrial and energy sectors.
Our branded products are recognised globally for innovation and
high performance through our commitment to premium quality and
cutting-edge technology. To find out more about Castrol please
visit www.castrol.com.
Castrol EDGE boosted with TITANIUM Fluid Strength Technology™ is
Castrol's strongest range of engine oils.
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SOURCE Castrol EDGE