i2i revs up European roadshow for MotoGP game

Video games publisher Capcom has hired brand experience agency i2i Marketing to develop a pan-European roadshow to promote its new MotoGP 08 game to trackside fans of MotoGP.

The roadshow will appear at eight of the European MotoGP races, starting with Le Mans, France on 18 May.

The appointment of i2i Marketing comes a month after Capcom secured the exclusive rights to publish MotoGP video games across all hardware platforms until 2012.

Under the terms of these rights Capcom will initially release MotoGP 08, a title based on the 2008 GP season, for the Xbox360, PlayStation 3, Playstation 2, Wii and PC platforms as well as mobile handsets.

i2i Marketing is tasked with creating an interactive brand experience on race days where members of the public can play and purchase MotoGP video games.

An arcade of 13 multi-player gaming stations will be set up on an open, branded stand, with a large external plasma screen displaying the games in action.

Visitors to the stand will also be able to play other Capcom games including Devil May Cry 4, We Love Golf!, Bionic Commando Rearmed and Lost Planet: Extreme Condition.

The experience will be staffed by local brand ambassadors in each of the countries it visits.

After Le Mans, the roadshow will visit Mugello, Italy (1 June), Catalunya, Spain (8 June), Donnington, UK (22 June), Assen, Netherlands (28 June), Saschenring, Germany (13 July), Misano, San Marino (31 August) and Valencia, Spain (26 October).

Bruce Burnett, managing director of i2i Marketing, commented: "We're delighted to have the opportunity to bring all the excitement of the Moto GP game to life for motorsport fans across Europe, and to showcase other great games in the Capcom collection".

MotoGP is the world's premier motorbike racing event consisting of 18 Grand Prix races around the world and features top bike manufacturers such as Ducati, Yamaha, Honda, Kawasaki and Suzuki.

The 2008 season began in Qatar on 9 March and will conclude in Valencia on 26 October.

The reigning world champion is Australian Casey Stoner.

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