Toyota Corp.’s Lexus has secured a permanent spot for its IS 350 F Sport model in the popular Electronic Arts mobile video game Real Racing 3 that will reach a dedicated gaming cohort of car enthusiasts.
The IS model will be featured in two races within the game, giving fans time to observe the vehicle’s traits and develop an interest. The immersive nature of video games gives automakers an unrivaled amount of time to form a bond with prospective consumers.
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