The Challenge

NaturalMotion set out to create the world’s best racing game for mobile, with the highest quality graphics, the best game play and the greatest collection of vehicles the world has ever seen in a free to play game.

Free to play was a new business model to many vehicle manufacturers and they had not previously licensed their properties for use in a free to play game, for them it came with risks and they needed to be convinced.

Launching such an ambitious and development intensive title, needed the mobile platforms onside and excited about the launch.


What we did

Together with NaturalMotion, we created a full pitch and business model for the vehicle manufacturers to convince them a free to play model would work successfully and provide a return that matched their expectations. We created a wish list of the vehicles we wanted in the game for launch and directly engaged with the manufacturers. These included:

  • Ford, BMW, McLaren, Pagani, Koenigsegg, Mercedes, Nissan, Audi, Bowler, Renault, Chrysler, Lotus, Jaguar and Range Rover

We started previewing the game with the mobile platforms a year before the full global release, ensuring all levels and divisions were regularly informed and updated on development progress and the latest vehicle that had been added to the game.

For the games development teams we provided regular updates to vehicle contract negotiations, obtaining digital car models assets from the manufactures and obtaining approvals from the manufacturers for cars once they were in the game.