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Red Bull first to sign for Home space

Energy drink will have own island with game based on Air Race series

Red Bull is the first brand to sign up for dedicated space in Sony's online virtual world, Home.

According to a report by Brand Republic, Red Bull will have its own island within Home, and feature a racing game based on the real-world Red Bull Air Race.

"The game gave us the first opportunity to recreate in the gaming world what we try to do in the real world, which is to facilitate interaction, to give people stories, memories, experiences and a really good opportunity to interact with the brand," offered Red Bull's John Beasley, marketing manager for the company.

"It's an easy environment for brands to take that first step into gaming," added Beasley.

Home is expected to be open to the public by the end of the year, although thousands of PlayStation 3 users already have access to the service's beta test.

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Matt Martin

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Matt Martin joined GamesIndustry in 2006 and was made editor of the site in 2008. With over ten years experience in journalism, he has written for multiple trade, consumer, contract and business-to-business publications in the games, retail and technology sectors.

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