Creator of top selling video racing game, Gran Turismo, Kazunori Yamauchi, Senior Vice-President of Sony Interactive Entertainment Inc., presented the latest version of the game in front of over 200 international media in Modena, Italy on Monday. During the launch weekend, guests had the chance to take part in a virtual competition, as well as the opportunity to test drive cars present in the game, on the Autodromo di Modena.
Polyphony Digital has integrated TAG Heuer’s Live Timing Technology into Gran Turismo Sport, providing unparalleled timing solutions within the racing experience.
To date, the Gran Turismo franchise has sold 76,910,000 copies worldwide*, and the latest iteration in the franchise, Gran Turismo Sport, launched yesterday, October 17 in the USA, and launches today, October 18, in Europe on PlayStation 4.
Gran Turismo Sport has chosen TAG Heuer as the game’s first ever watch partner. It is also the first time TAG Heuer has partnered with a leading videogame publisher.
Upon deciding to wear a watch for the first time in many years, Kazunori Yamauchi chose a TAG Heuer. He was drawn to the Swiss brand when the search for a watch partner was first mooted, to bring the game in line with all the major racing events across the world. So, TAG Heuer has become the first Official Timekeeper and Official Watch in Gran Turismo Sport.
As part of this new partnership, the Gran Turismo Sport video game integrates the watch brand on its screens as the Official Timekeeper and Official Watch. The brand will be visible, as in TAG Heuer sponsored races in all stages of the official timekeeping, visibility on the edge of tracks, rankings and countdown.
For example, one of the innovative features is the TAG Heuer museum section in Gran Turismo Sport, where players can learn about historical events from arts, geo-political, automotive and from TAG Heuer. Each Museum “story” is brought to life by imagery and text.
Gran Turismo Sport also includes an area called “Brand Central” where users can discover the values of TAG Heuer, a unique communication opportunity for the Swiss luxury watch brand within Gran Turismo Sport, reaching millions of players around the world.
Naturally, Jean Claude Biver was in attendance at the event and he had this to say:
“TAG Heuer’s history is intertwined with the world of motor racing. I am very proud to announce our brand’s association with the world of digital entertainment. TAG Heuer’s integration into Gran Turismo Sport powers us with great pride. It is a first for a watch brand. We share the same passion and, thanks to this new partnership, TAG Heuer will appear on millions of screens in homes across the world, enabling us to be better connected to the younger generations than ever before.”
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