People older than 20, allegedly, can play too.
If only they could sell as many cars?
A free computer game launched last spring has been played on more than 850,000 computers, and adds about 20,000 new players every week. More than 300,000 people have watched YouTube films about the game. (In 2008 about 375,000 Volvo cars were sold.)
Volvo – The Game, a joint venture between game development company SimBin Group and Volvo Cars, uses a variety of models, including the S60 concept and existing C30, and older 855 and 240 cars, on simulated tracks.
The Chayka Racetrack in Kiev in the Ukraine, an entirely new venue for car games, possibly helps to boost the appeal. And strictly speaking it’s not a virus, since the infection, er download, is voluntary.
“Using this communication channel, we have succeeded both in renewing our brand name and in reaching out with our new S60 model far beyond our regular customer groups,” says Michael Persson, director of market communication at Volvo Cars.
SimBim the developer of the toy claims that it is of higher quality than other freebies, hence the reason for its success.
“We generally say that a game from SimBin should be easy to drive but hard to master, so the player grows with the challenge. It is typically difficult to find the best braking points and track your ideal line in the beginning, but after a couple of laps most players have control over their driving and frustration is replaced by pleasure,” says Magnus Ling, evp of SimBim.
Volvo – The Game can be downloaded for free here. There is no age requirement. People older than 20 are allowed to play if you can get the kids off the computer.