Lamborghini prides itself on perfromance, both on the track and off it. Soon, it will be hoping to take that passion for performance into the realm of esports.
The Italian automotive marquis has announced its first-ever esports series called ‘The Real Race’ in collaboration with Assetto Corsa Competizione, and Lamborghini’s regular timing partner Roger Dubuis is also along for the virtual ride.
The sim-racing series will be open to gamers of all skill levels, and consists of five qualifying weeks – all the way through August.
Lamborghini will be flying top-ranked drivers to Italy in September for an in-person live grand finale.
Lamborghini cars are not exactly affordable – its most approachable motor costs upwards of US$200,000. However, it’s thought that esports might be a good way for Lamborghini to drive awareness through an entirely new digital generation.
Competitive esports has only gotten more popular given global lockdown due to the coronavirus pandemic.
Lamborhini isn’t the first automaker to jump into esports. In 2018, Nissan partnered with Gran Turismo and PlayStation to hose the Nissan GT Sport Cup. Elsewhere, both BMW and Porsche have dipped their toes into the esports ring.
It is thought that Ferrari is also developing its own series.
For more information, head over to therealrace.com
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