Zynga and Automobili Lamborghini S.p.A. Announce Multi-year Deal Making CSR Racing Official Partner of Lamborghini’s Squadra Corse Racing Team
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Insights
The partnership between Zynga and Automobili Lamborghini represents a strategic alignment between the mobile gaming industry and the automotive sector, aimed at enhancing brand visibility and user engagement. This collaboration is significant as it leverages the popularity of CSR Racing to promote Lamborghini's entry into the hypercar GTP class racing. From a market research perspective, this partnership could potentially increase user acquisition and retention for Zynga's CSR2 mobile game by appealing to automotive enthusiasts and leveraging the prestige of the Lamborghini brand.
The visibility of the CSR2 brand on Lamborghini's racing cars and uniforms may also serve as a powerful marketing tool, potentially leading to increased downloads and in-game purchases. Moreover, the announcement of the development of CSR3 suggests a continued investment in the franchise, which could maintain user interest and contribute to the long-term revenue growth for Zynga, a subsidiary of Take-Two Interactive.
From a financial standpoint, the partnership between Zynga and Lamborghini could have implications for Take-Two Interactive's stock performance (NASDAQ: TTWO). Integrating high-profile brands like Lamborghini into popular mobile games can create additional revenue streams through in-app purchases and advertising. The inclusion of Lamborghini's SC63 hypercar in CSR2 provides an exclusive experience for players, which may translate to higher monetization rates for the game.
Furthermore, the timing of the partnership announcement coincides with Lamborghini's historic entry into the FIA Hypercar and IMSA GTP class, potentially maximizing the impact of the news on investor sentiment. It is essential to monitor user engagement metrics and financial reports in subsequent quarters to assess the tangible impact of this partnership on Take-Two Interactive's bottom line.
The collaboration between Zynga and Lamborghini marks a significant milestone in the automotive industry's foray into digital marketing and brand extension. Lamborghini's move to partner with a leading mobile gaming franchise aligns with the broader industry trend of leveraging digital platforms to reach new demographics and enhance brand loyalty. The hypercar GTP class represents the pinnacle of automotive engineering and performance and Lamborghini's participation in prestigious races like the 24 Hours of Le Mans offers a compelling narrative for both racing enthusiasts and gamers.
This partnership also underscores the importance of digital experiences in modern car culture, where virtual representations of vehicles can influence consumer perceptions and desires. The integration of the Lamborghini SC63 into CSR2 allows for a unique form of engagement with fans, potentially influencing future consumer choices in the high-performance car market.
Comprehensive partnership puts CSR branding on all elements of Lamborghini Iron Lynx racing team while adding the cars to CSR2
SANT’AGATA BOLOGNESE,
Zynga Inc., a wholly-owned publishing label of Take-Two Interactive (NASDAQ: TTWO) and a global leader in interactive entertainment, and Automobili Lamborghini S.p.A., an unrivaled manufacturer of pure and visionary super sports cars, today announced a multi-year agreement to make CSR Racing (CSR), the hyper-real mobile racing franchise of Zynga’s subsidiary NaturalMotion, an official partner of Lamborghini’s new LMDH prototype entry in the FIA WEC Hypercar Class and IMSA Grand Touring Prototype (GTP) Class global racing championships. Over 30 Lamborghini cars have previously appeared in the CSR2 mobile game, and the complementary partnership adds content to both parties, putting the CSR2 brand on the cars, drivers, and teams of Lamborghini Squadra Corse while continuing to add Lamborghini cars to CSR2. (Photo: Business Wire)
For the first time in the company’s history, Lamborghini will enter the FIA Hypercar and IMSA GTP class. The Lamborghini Squadra Corse will enter 12 races globally across the FIA and IMSA championships in 2024. The hypercar GTP class is the top-tier category in the FIA World Endurance Championship and IMSA WeatherTech SportsCar Championship and is defined as the most superior and high-performance cars on the market worldwide.
The Lamborghini SC63 race car boasts cutting-edge engineering and top speed. It will enter the world stage in the annual calendar of both championships, including the world's most iconic endurance race, the 24 Hours of Le Mans. As part of the partnership deal, the CSR2 brand will be visible on the SC63 hypercar and drivers’ and team’s uniforms in real life, and their recreations will be available in the CSR2 game to allow mobile players to experience the thrill of racing on their mobile device.
"We’re excited to celebrate Automobili Lamborghini’s entry into hypercar GTP class racing with CSR Racing’s first official, multi-year partnership encompassing both in-game and real-world activations with a top-tier automotive brand,” said Julian Widdows, Senior Vice President of Racing at NaturalMotion. “Racing fans across the world can now merge their passion for racing games with their love for the sport as they cheer on Squadra Corse on the track while racing the same car in CSR2.”
Lamborghini Marketing Director Christian Mastro said: “We are thrilled to expand our long-term partnership with CSR Racing, given Zynga’s place as a global player at the forefront of the gaming world. CSR2 embodies world-class excellence, flawless design, and detailed execution, and we are confident that this will allow us to enlarge our continually expanding fanbase as we embark on the most exciting year in the history of Lamborghini Squadra Corse. We trust that the Lamborghini SC63 will be an important model of CSR2, following the success of some of our most famous super sports cars, such as the Aventador and Huracán. Thanks to the SC63, we have the unique opportunity to give gamers around the world the chance to compete with our brand-new racing prototype.”
CSR2 is available to download for free on the App Store as well as on Google Play. In addition to providing updates to CSR2, the team is currently at work on developing CSR3 and will share more details when available.
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Zynga is a wholly owned publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO).
About Zynga
Zynga is a global leader in interactive entertainment with a mission to connect the world through games and a wholly-owned subsidiary of Take-Two Interactive Software, Inc. With a massive global reach in more than 175 countries and regions, the combined diverse portfolio of popular game franchises has been downloaded more than 6 billion times on mobile, including CSR Racing™, Dragon City™, Empires & Puzzles™, FarmVille™, Golf Rival™, Hair Challenge™, Harry Potter: Puzzles & Spells™, High Heels!™, Merge Dragons!™, Merge Magic!™, Monster Legends™, Toon Blast™, Top Eleven™, Toy Blast™, Two Dots™, Words With Friends™, and Zynga Poker™. Zynga is also an industry-leading next-generation platform with the ability to optimize programmatic advertising and yields at scale with Chartboost, a leading mobile advertising and monetization platform. Founded in 2007, Zynga is headquartered in
About Take-Two Interactive Software
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About Automobili Lamborghini S.p.A.
Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in the
Brave, unexpected and authentic: the three values of the Sant’Agata Bolognese brand are reflected in the three models in the range, the Super SUV Urus with V8 engine, the perfect combination of power, performance, comfort and driving versatility, the super sports car Huracán with naturally aspirated V10 and the newborn Revuelto, the first super sports V12 hybrid plug-in HPEV, starting point to the “Direzione Cor Tauri”, the hybridization and electrification plan of the whole range.
In 60 years of history, Automobili Lamborghini has created a series of dream cars including 350 GT, Miura, Espada, Countach, LM 002,
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240124226842/en/
Jenny Taylor
Zynga
(310) 849-0648
jetaylor@zynga.com
Alan Lewis (Corporate Press)
Take-Two Interactive Software, Inc.
(646) 536-2983
Alan.Lewis@take2games.com
Source: Take-Two Interactive
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