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Volvo to release "advergame" for current-generation Xbox

Car manufacturer Volvo is working with UK developer Climax, the studio behind the MotoGP series, to produce a new "advergame" for the current-generation Xbox.

Car manufacturer Volvo is working with UK developer Climax, the studio behind the MotoGP series, to produce a new "advergame" for the current-generation Xbox.

According to the New York Times, the game is titled Volvo Drive for Life and puts the emphasis on safe driving. Players begin by taking a training course at the Volvo proving grounds in Gothenburg, where they must complete tasks such as the "moose avoidance test." Then players can head out onto the roads, where their main objective is to avoid pile-ups.

There are three cars to choose from and three roads to race on: players can take the S40 out on California's Pacific Coast Highway, cruise round the Italian Grand Prix near Monza in a S60 R, or drive the XC90 to the Ice Hotel in Jukkasjarvi, Sweden.

The game will also include a virtual tour of Volvo's Safety Center and footage of real crash tests. It's been a year in the making and is being produced by Climax together with a New York design agency. Game discs will be distributed via US Volvo dealers early next year.

This is just the start of a growing trend, according to Microsoft - there are plans to release many more "advergames" in the future, on both the current-gen Xbox and the Xbox 360.

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Ellie Gibson

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Ellie spent nearly a decade working at Eurogamer, specialising in hard-hitting executive interviews and nob jokes. These days she does a comedy show and podcast. She pops back now and again to write the odd article and steal our biscuits.

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