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Complementary partnership adds content to both parties.
January 26, 2024
Zynga, a publishing label of Take-Two Interactive and a maker of interactive entertainment, and Automobili Lamborghini sports car manufacturer, have announced a multiyear 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.
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, multiyear partnership encompassing both in-game and real-world activations with a top-tier automotive brand,” says Julian Widdows, senior vice president, racing, 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.”
“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,” says Christian Mastro, marketing director, Lamborghini. “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 and on Google Play.
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