Games Oil Marketers Play

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Growing numbers of people are finding enjoyment in online games, and that presents a serious business opportunity for French lubricant supplier Motul.

Motul signed a memorandum of understanding last month with South Korean game developer KOG Studios to place its products in an online car racing game it is now creating called Ultimate Race. The lubricant marketer will also provide products that will be given as prizes to winners of Ultimate Race events.

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Teaming up with the online game is in line with the marketing strategy of Motul Asia Pacific, Motul Asia Pacifics country manager for South Korea, Kim Hyoungkwan, told Lube Report Asia. Online media and Internet games catch on with younger-generation consumers. We will be satisfied if we can appeal to online racing game fans through this sponsorship.

Motul, which specializes in engine oils for passenger cars and motorcycles, is no stranger to promoting its products by hitching their images to racing machines. As both companies noted, Motul has sponsored teams in numerous on- and off-road competitions on multiple continents.

Motul has sponsored many famous real races and racing teams, Kim said. But this is the first time we have teamed up with an online racing game for brand promotion.

Online and computer video games are very popular in South Korea and other parts of Asia. KOG plans to introduce Ultimate Race first in South Korea and to take it global if it achieves success there. Outside of South Korea, KOGs existing games are played in China, Taiwan, Indonesia, Thailand, Brazil and the United States.

The agreement between Motul and KOG calls for the lube marketers brand logo to be placed in the racing circuits and on game banners. Motul engine oils will be included in the game contents, although details of that have not been settled.

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Asia    Finished Lubricants    Korea, Republic Of    Region