Lotus - Interactive Strategy
Driving Digitally: Lotus in the World of Gaming
Lotus has always been synonymous with innovation, precision engineering, and performance. To extend that spirit into new arenas, GTL partnered with leading global gaming studios to creatively use Lotus assets for both brand building and revenue growth. By introducing Lotus models into some of the world’s most popular racing games, GTL ensured the brand reached millions of new consumers while reinforcing its heritage in performance and design.
The Approach
GTL orchestrated interactive debuts for Lotus vehicles, aligning digital experiences with major real-world milestones. The Lotus Emira was launched in the mobile hit CSR 2 at the same time as the physical car’s global reveal — giving fans a chance to engage with the new model instantly. Similarly, the flagship Evija hypercar gained premium visibility through multiple partnerships:
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Real Racing 3: EA showcased the Evija by featuring it on the game’s app icon during launch.
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Asphalt 9: Legends: Gameloft created a special unlock event centered around the Evija, sparking excitement and a surge of player engagement worldwide.
The Outcome
These collaborations placed Lotus cars in the hands of millions of gamers, creating buzz and anticipation around the brand’s real-world launches.
The synchronised digital-first strategy not only enhanced Lotus’s presence in the gaming world but also introduced its vehicles to younger, tech-savvy audiences who represent the next generation of automotive enthusiasts and buyers.
The Legacy
By integrating Lotus cars into high-profile gaming environments, GTL helped the brand bridge the gap between physical performance and digital play.
This strategy demonstrated how licensing can amplify launch moments, create lasting engagement, and deliver tangible commercial impact — ensuring Lotus remains as innovative in the virtual space as it is on the road.
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