Lamborghini partners with Animoca Brands for Web3 debut. As part of the partnership, the Hong Kong gaming software company will bring the Italian luxury carmaker’s supercars into the Metaverse gaming ecosystem. Lamborghini’s move is aimed at future-proofing its customers with immersive marketing and brand engagement strategies that will resonate with a new generation of customers. This is Lamborghini’s first in-game implementation of one of its iconic vehicles based on interoperable blockchain.
The automaker said it is developing an NFT-friendly immersive platform called “Fast ForWorld.” Designed by Gravitaslabs, the platform is expected to be a hub for Lamborghini’s digital engagement and Web3 initiatives, allowing fans to play with virtual versions of the company’s supercars. Players can collect non-fungible tokens (NFTs) related to car brands while receiving rewards for participating.
An official post from Animoca states: “Fast ForWorld will partner with Motorverse, the global ecosystem and community of digital cars, racing games and motorsport culture created by Animoca Brands, to deliver unprecedented gaming experiences through interoperable digital car collectibles.”
Car and gaming enthusiasts will soon be able to buy, sell and drive Lamborghinis in a series of games in the Motorverse. According to the Fast ForWorld website, REVV Racing and Torque Drift 2 are two games that will provide interoperability support for these virtual cars, allowing players to bring cars from Fast ForWorld into Motorverse games.
The Revuelto is the first High Performance Electric Vehicle (HPEV) hybrid car and the first Lamborghini car to have a digital incarnation. Each unit of this flagship supercar is unique to its owner and has a character unique to each mode.
Fast ForWorld will go live on November 7, with a 3D wallet for storing users’ digital items and interoperability features for users to interact and play with cars.
Since 2021, Animoca Brands has been experimenting with supercar concepts within the Metaverse ecosystem. The company partnered with virtual supercar designer “nfast” in September 2021 to develop NFT supercars for the blockchain-based action arcade racing game REVV Racing.
At the same time, Lamborghini is not the first automaker to enter the Web3 space. In March 2023, Nissan became the first automobile brand in Japan to launch a series of virtual goods and NFTs, becoming part of the Metaverse ecosystem. MG Motor and Ford are the other car brands to announce the launch of Metaverse features.
P&S Intelligence estimates that the global Metaverse market generated revenue of US$90.6 billion (approximately Rs. 7,60,410 crore) last year and is expected to reach US$1,157.8 billion (approximately Rs. 9,718,125 crore) by 2030, registering a compound annual growth rate of 44%.
