Aston Martin turns luxury sports car into digital collectibles in racing game

Aston Martin has turned its luxury sports car into a digital collectibles range which is playable in the metaverse-based racing game Infinite Drive. Done together with game developer and publisher The Tiny Digital Factory, Aston Martin is only launching 3,000 unique digital diecasts on 18 December. The three models available are Aston Martin 2022 Vantage V8 Coupe, Aston Martin 1980 Vantage V8 and Aston Martin Vantage GT3.

The Tiny Digital Factory has a worldwide licence to use the shape, trade dress, and trademarks of several Aston Martin vehicles for inclusion in the game. Each Aston Martin digital diecast collectible has been recreated in virtual form through 3D modelling and hand-drawn 3D artistry, to exactly mirror its real-world counterpart.

Through Aston Martin’s official partnership with Infinite Drive, owners of the new collectibles also have the opportunity to experience how their cars feel and sound on officially licenced tracks including Fuji Speedway and the Nurburgring. They get to experience the accurate speed and handling specs, and an authentically throaty V8 sound. MARKETING-INTERACTIVE has reached out to Aston Martin for additional information.

Aston Martin's spokesperson said Infinite Drive will soon feature official esports events and fan clubs, with a full free-to-play launch planned for early 2023. "Future developments to the game will include a host of additional licenced Aston Martin models and, further down the line, partnerships that enable digital diecast cars to be driven within other leading racing games," the spokesperson added.

Meanwhile, Stéphane Baudet, founder and CEO at The Tiny Digital Factory, said it is both an honour and a tremendous responsibility to bring the history, legacy and artistry of Aston Martin into metaverse racing, so fans can own and forever enjoy these stunning 3D digital diecast collectibles.

“Unlike collectible models or vintage cars, which are best kept in mint condition to preserve value, these digital collectible cars are designed to be experienced. So we encourage everyone to take them to the racetracks in Infinite Drive and feel the quintessential essence of an Aston Martin sports car, safe in the knowledge that fun only adds to their value," she explained.

Separately, Aston Martin rebranded this year and launched "Intensity. Driven" as its new creative identity alongside a global marketing campaign. The company touted this as the largest investment in the brand for more than a decade. The new brand positioning builds on Aston Martin’s growing appeal to a wider, affluent global audience strategically targeted by the brand, whilst underpinning its core values.

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