Lamborghini is hosting an esports tournament in a mobile racing game. Launched in partnership with Gameloft and esports company ESL Italy, the competition lets players worldwide drive a virtual version of the Italian luxury car brand’s Essenza SVC12 sports car as they complete challenges and compete to win brand-specific prizes. YPulse’s State of Gaming trend report, published in 2018, stressed the importance of gaming for brands trying to reach young consumers—and 2020 proved just how true that was. Young consumers in quarantine have fueled a boom for video game brands, and YPulse’s most recent U.S. research shows it’s not slowing: 94% of young people play video games in some capacity today and have collectively spent $18 billion on video game-related expenses in the last year. Meanwhile, nearly eight in 10 young gamers tell YPulse that more brands should be paying attention to gamer culture, and seven in 10 have learned about or tried something new because of a video game. Lamborghini joins a host of luxury brands tapping this potential, including Louis Vuitton, Burberry, and Gucci. (Marketing Dive)
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