Fusion between two things, a beautiful Volvo S60 Concept car and world’s top racing simulation manufacturer could result only with one thing: a free game that gives you a chance to drive the car. Volvo is known as a conservative car manufacturer, but in the past 10 years worked hard on softening its image. The latest concept car raised a lot of "ooohs" around our offices, and we already have a person that would buy a car outright, if it looks like the prototype.

A cockpit of Volvo S60 Concept car - who wants one?
A cockpit of Volvo S60 Concept car – who wants one?

Yes, Volvo S60 concept is a beautiful car and we would like to hear who would not smile even in most boring traffic rush – if he’s sitting in a cockpit that looks like the one in picture above?

Same cockpit in an upcoming free racing game from SimBin
Same cockpit in an upcoming free racing game from SimBin – sadly, the authors didn’t put an effort and offer screenshots with AntiAliasing or Anisotropic Filtering enabled, hence the lower quality – Guys, give the PR a decent computer ;)

As a part of this whole "new image", Volvo approached SimBin and financed the development of a free game that will feature S60 Concept, and several racing models from Volvo’s rich history. The game utilizes SimBin’s renowned simulation engine used in GTR series of games. Volvo – The Game is set for a release on May 26th, 2009.

The game itself...
The game itself…

The case of "Volvo – The Game" actually brings a great point, missed by Ford, BMW, Mercedes and others – why would anyone pay for a game that is a blatant advertisement for your cars, and to boot – it actually isn’t good at all?

The cost of development of this game was much lower than those previous titles, and that cost was actually a fraction of marketing budget used for advertising on TV, paper magazines and so on. But those ads aren’t interactive, or give you a feel of the car. This game – is.