Lamborghini has teamed up with Animoca Brands for its Web3 debut. As part of the partnership, the Hong Kong gaming software firm will launch supercars from the luxury Italian automaker into the gaming ecosystems of the metaverse. The move from Lamborghini aims to get customers used to the future of exciting marketing and brand engagement strategies that resonate with a new generation of customers. This is the first interoperable implementation of the iconic Lamborghini cars in blockchain-based games.
The automaker said it is working on an immersive NFT-enabled platform called “Fast ForWorld.” Developed by Gravitaslabs, the platform is designed to be Lamborghini’s hub for digital engagement and Web3 initiatives that will allow fans to play with virtual versions of the company’s supercars. Players can collect non-fungible tokens (NFTs) associated with a car brand while receiving rewards for participation.
“Fast ForWorld will partner with Motorverse, the global ecosystem and community of digital vehicles, racing games and motorsport culture created by Animoca Brands, to deliver a first-of-its-kind in-game experience with compatible digital collectible cars,” said Animoca in an official post.
Car and gaming enthusiasts will soon be able to buy, sell and drive Lamborghini cars in a number of games on Motorverse. The Fast ForWorld website reveals that REVV Racing and Torque Drift 2 are the two games that will have these virtual cars available with interaction support, allowing players to transfer cars from Fast ForWorld to the Motorverse games.
The Revuelto, the first Hybrid High Performance Electrified Vehicle (HPEV), is Lamborghini’s first vehicle to be given a digital avatar. Each unit of this flagship super sports car is unique to its owners with characters exclusive to each mode.
Fast ForWorld will launch on November 7 with a 3D wallet to store users’ digital items and compatible features that will allow users to interact and play with their cars.
Animoca Brands has been dealing with the idea of supercars in metauniverse ecosystems since 2021. In September 2021, the company partnered with virtual hypercar designer ‘nfast’ to develop NFT hypercars for REVV Racing, a blockchain-based car racing arcade game.
Lamborghini, meanwhile, isn’t the first automaker to foray into the Web3 space. In March 2023, Nissan became the first car brand from Japan to introduce its collection of virtual goods and NFTs, making it part of the metaverse ecosystem. MG Motors and Ford are other car brands announcing metaverse features.
According to P&S Intelligence, the global metaverse market generated revenue of $90.6 billion (approx. Rs. 7,60,410 crore) last year and is projected to reach $1,157.8 billion (approx. Rs. 97,18,125 crore) by 2030 Rs.), growing at a CAGR of 44 percent.