SEAT spin-off brand Cupra has announced it will renew its partnership with GamerFest, the country's biggest gaming and e-sports festival. At this year's event, the Spanish car maker will show off its racing game content, Cupra Neo Tracks, available on Ubisoft's Trackmania game.
Track mania
Held at the RDS, Dublin, on October 21 and 22, GamerFest will showcase a number of massive gaming brands, including EA Sports and Ubisoft. But Cupra will also join the melee, with the aim of bringing the brand to the wide audience of ardent and casual gamers alike.
A Formentor plug-in hybrid will headline the show alongside a selection of "gaming stations" where attendees can experience the Cupra Neo Tracks universe in Trackmania. A remake of the legendary Trackmania Nations game, it offers a selection of outrageous racing tracks that can be customised and re-skinned to the player's content.
Cupra has joined the bandwagon, creating its own skins for the collaborative platform and offering a single track in either Born or Formentor designs. While the urban jungle very much inspires the Born environment, the Formentor environment is much more of an alien wasteland inspired by adventure films.
Commitment to gaming
This is Cupra's second collaboration with GamerFest, and the brand has made clear moves into the digital gaming space. Earlier this year, the company opened its 'Metaverse' to customers, creating a digital world visitors could explore with their avatars. As well as showcasing existing models, Cupra used the data gleaned from customer configurations to create the Dark Rebel concept car.
Ahead of GamerFest 2023, the brand has expressed its "commitment to the gaming world" and its hope to get as many people involved with the brand as possible.
"After a successful event earlier this year we are delighted to partner with GamerFest yet again for their much anticipated winter event," said Mark McGrath, head of marketing and product at Cupra Ireland. "Together with GamerFest, we are united in our unique approach for high performance and entertainment, we want to push the experience even further and get more people playing. We are a brand with racing in our DNA and this new Cupra Neo Tracks circuit will be a unique way to involve as many people as possible in this long-awaited sporting event."
Meanwhile, Colm Roche, the partnerships director at GamerFest, said: "We are delighted to partner with Cupra again for GamerFest Winter offering a unique and entertaining racing experience for our fans. Cupra continues to drive its commitment into the world of gaming, this time round leveraging a global partnership between Cupra and Trackmania. Together with Cupra, this promises to be an incredible experience for Irish gamers."