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Tesla Breaks New Ground With Tencent Gaming
The electric carmaker Tesla – owned by firebrand entrepreneur Elon Musk – has emulated Maserati through its collaboration with Game of Peace, a popular Tencent mobile game.
The partnership began in late July when Tesla’s Model 3 and Model X series cars and a brand-themed experience centre were placed in Game For Peace.
Not only could players drive the cars in the game, Tesla even made special edition versions of the Model 3 and Model X from the game, available for purchase in real life.
These cars were even showcased at last month’s China Joy Game Exhibition with much fanfare, including a gargantuan life-sized airdrop box to enable fans to relive the gaming experience.
Mobile gaming continues to be one of the best ways to engage young consumers in China and the campaign has led to a good return on investment, with a marked increase in test drives and orders after the launch.
Tesla’s CEO Elon Musk is a massive gaming fan and so the medium is a natural for him and his management, as they engage with the next generation of aspirational car-owners in Asia. The fact that he chose Tencent is a strategic one however, given Tencent bought 5% of the Tesla business back in 2017.
