Gameloft throws hat into advergaming ring with Audi-Asphalt link-up

The likes of Fishlab's Rollercoaster Extreme, which totted up downloads of 12.4 million units in its first six months, have proved that advergames have an important role to play on smartphones.

Not only do they attract big name backers, but they can also prove popular with players in their own right, bringing advertisers and developers together in what can prove to be a fruitful exercise for both parties.

Little wonder, then, that Gameloft – which is no stranger to mixing things up when it comes to app monetisation – has linked up with Audi to launch a free game designed to promote the Audi RS 3.

Audis for all

Players who download the game from the App Store - unsurprisingly titled Asphalt Audi RS 3 – will have a chance of winning an Audi A3 Sportback if they race around the game's Bahamas circuit.

Sporting one other track in Tokyo, the game also handily serves as a demo for the recently released Asphalt 6: Adrenaline.

"We have had a long standing and successful relationship with Audi since the beginning of our Asphalt franchise," said senior VP of publishing at Gameloft, Gonzague de Vallois.

"The quality built into our racing games involve an adrenaline-pumping, totally immersive speed experience which is completely in line with the power of the new Audi RS 3."

Gameloft says the competition will run until March 16.

[source: PR Newswire]