New Need for Speed game to feature new BMW M2 Coupe as major part of storyline

Article by Christian Andrei, on October 27, 2015

BMW is partnering with Electronic Arts Inc. studio, Ghost Games, to bring a digital version of the upcoming BMW M2 Coupe to the latest installment of the popular franchise Need for Speed. The virtual M2 Coupe will debut in the game at its launch date, which will be on November 3 this year.

This gives players control and intimacy over the new car, albeit its virtual version, ahead of the actual vehicle’s launching. Active for over 20 years now, Need for Speed is one of the titles in the videogame industry that use realistic models based on actual cars in virtual car racing!

For its latest installment, Ghost Games is integrating BMW’s upcoming car into the plot. While other cars are definitely available when the next Need for Speed comes out, the BMW M2 Coupe will play a critical role in the new game’s story.

When racing the car in the free race modes, users have the option to further customize the M2 Coupe’s virtual counterpart according to their own preferences. Aside from the M2 Coupe, Ghost Games will also include the M3 Evolution II (E30), M3 (E46), M3 (E92) and M4 Coupe in the new Need for Speed game.

Through Need for Speed, players will be able to accurately sample the ground-breaking performance and capabilities of the new BMW M2 Coupe ahead of its release. They will be able to experience for themselves (at their own living rooms) the exceptional power of the 3-litre, 6-cylinder engine found under the real M2 Coupe’s hood.

The engine is equipped with BMW’s proprietary TwinPower Turbo Technology. With their video game controllers, players have at their hands a monster that has exceptional accelerating power – the engine is capable of generating an impressive 370 hp or 272 kW of power.

They will also see for themselves the fuel emission capabilities of the M2 Coupe: it drinks up only 8.5 liters for every 100 kilometers traveled, while releasing only 199 grams of CO2 per kilometer.

Players can also experience virtually the car’s amazing braking power, thanks to its M Compound high-performance brakes and Active M Differential, as well as drift to their heart’s content with the car’s Dynamic Stability Control system with M Dynamic Mode.

Of course, they’ll be able to see for themselves the distinctive aesthetics of BMW’s new offering. They’ll see ahead of the real car’s release its muscular-looking flanks and the huge air vents that are found at the M2 Coupe’s front apron.

Traditional aesthetic elements like BMW’s trademark M gill elements on the flanks and twin tailpipes remain a part of the new BMW M2 Coupe. It has always been BMW’s marketing strategy to bring a digital version of their new cars to consumers via car simulators like Need for Speed.

Doing so gives BMW a distinct way of reaching out to consumers – instead of just teasing their potential buyers with images of the real vehicle, BMW is using the video games to give its audience an interactive experience with the capabilities of the new car.

This strategy brought forth the alliance with Ghost Games to bring the new M2 Coupe into the latest Need for Speed game. BMW benefits from the highly enthusiastic audience that Need for Speed has, complete with the global diversity that the game’s international nature brings.

In return, the partnership will also bring Need for Speed into the company’s aggressive online and social media marketing efforts to advertise the new M2 Coupe.

BMW’s Director for Brand Management and Group Marketing Services, Dr. Steven Althaus, praised the partnership and described Need for Speed as the “ideal platform” from which the company can launch the BMW M2 Coupe in a digital capacity.

Dr. Althaus also noted how the modern system of marketing has brought about new opportunities for companies like BMW and Electronic Arts to mutually benefit from each other’s offerings.

Speaking for Ghost Games, the developer’s Senior Marketing Director Edd Newby-Robson said the company is delighted to work together with BMW and bring the new M2 Coupe into the new Need for Speed game.

Newby-Robson said that Ghost Games considers partnerships with car manufacturers as a necessary investment as the developer works to bring exceptional experiences to the fans of the franchise. He also noted that BMW has been supportive and helpful in making that experience a reality.

Press Release

BMW M2 Coupé premieres in Need for Speed this November. Virtual M feeling ahead of market launch.

BMW and Ghost Games™, an Electronic Arts Inc. studio, announced that gaming fans will be able to enjoy a virtual experience of the new BMW M2 Coupé ahead of the car’s market launch. The game is starting at 3 November 2015. With over 20 years of history, Need for Speed™ is one of the most iconic names in gaming, and in the latest instalment BMW M GmbH’s newest family member will be part of the gaming experience from the start.

Need for Speed is synonymous with fast-paced video-game action and accurately-detailed cars. The exceptionally realistic virtual model of the BMW M2 Coupé will be available from the start and can be customized to suit personal preferences. The BMW M2 Coupé is also an integral part of the game plot outside of the different free race modes. The BMW M3 Evolution II (E30), the BMW M3 (E46), the BMW M3 (E92) and the new BMW M4 Coupé are additional options alongside the BMW M2 Coupé.

Both in the virtual and real world, the BMW M2 Coupé raises the bar for driving dynamics and agility in the high-performance compact sports car segment. Its newly-developed three-litre six-cylinder engine with state-of-the-art M TwinPower Turbo technology delivers 272 kW/370 hp with 6,500 min-1 (combined fuel consumption: 8.5 l/100 km; combined CO2 emissions: 199 g/km)[1]. The BMW M2 Coupé’s signature M design hints at its exceptional performance potential and ensures that it is instantly recognisable as the newest member of the BMW M family – with impressive features such as a low front apron with large air vents, muscular flanks with characteristic M gill elements and broad rear end with hallmark M twin-tailpipe exhaust system. Full racetrack capabilities are assured by M Compound high-performance brakes and electronically-controlled Active M Differential, as well as the Dynamic Stability Control system’s M Dynamic Mode (MDM) for controlled drifts.

Integration of vehicles into video games is an integral part of the BMW Group’s marketing strategy. In this way, classic and current BMW Group cars are not just presented passively as an image or a trailer, but can also be experienced interactively by a wide audience.

The cooperation with Need for Speed benefits both partners. The playability of the new BMW M2 Coupé before it hits real roads is an important aspect of the game’s marketing activities. From the BMW perspective, Need for Speed provides access to a diverse, emotionally-intense and enthusiastic audience, with the opportunity for fans of the brand to experience the new BMW M2 Coupé ahead of its market launch. The video game will also be used in online and social media communications and point-of-sale marketing.

“BMW M represents passion and fascination for high-performance sports cars. Need for Speed is the ideal platform to introduce our exciting BMW M2 Coupé to fans of the series and the BMW M brand, ahead of its market launch,” according to Dr. Steven Althaus, Director of BMW Brand Management and BMW Group Marketing Services. “Our cooperation with Electronic Arts once again shows how modern marketing always opens up new areas with benefits all round.”

“We’re delighted to be partnering with BMW, and especially to be premiering the BMW M2 Coupé in Need for Speed,” said Edd Newby-Robson, Senior Marketing Director, Ghost Games. “Close relationships with manufacturers has always been a key pillar for us to create the authentic experiences that our fans expect, and BMW have been incredibly supportive when it comes to helping us facilitate that.”

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