Pirelli adds new dimension to marketing with video game cooperation
ERJ staff report (DS)
Rome Georgia - Late last year, Forza Motorsport 4 was launched to the world's video gamers. Now Pirelli has contributed to a video, distributed on YouTube, which shows how Pirelli's understanding of vehicle and tyre dynamics helped make the vehicle handling more realistic in the game.
The partnership between Forza Motorsport and Pirelli was forged during the development of Forza Motorsport 4. Pirelli provided game developers, Turn 10 with access to its advanced tyre research data from its global Research and Development laboratories including custom load- and heat-level testing specifically requested by the team at Turn 10.
“Tyres are hugely critical to making a great simulator,†said Forza Motorsport creative director Dan Greenawalt. “Turn 10 takes tyre simulation very seriously because we want to get it perfect. For Forza Motorsport 4, our relationshipwith Pirelli has allowed us to bring a new level of fidelity and realism to the game and once again raise the bar of what players expect from the Forza Motorsport series.â€
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Video from Pirelli's YouTube channel
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