LOS ANGELES--Video game companies know that associating themselves with a car is a great way to call attention to their titles, while car companies realize that connecting their machines to popular games is easy advertising. This year's E3 served up cars for sale, cars as contest prizes, and cars as in-game advertising.
Ferrari loaned out its 2011 458 Italia to help promote Microsoft's 2011 Forza 4 racing simulator.
The car might be imaginary, but the driving experience was real as a gamer enjoyed Microsoft's upcoming Forza Motorsport 4 on an HD, 3D, wraparound racing system that includes a motion simulator that realistically imitates acceleration and impacts.
THQ selected this 1998 Honda Civic EX, owned by Henrique Trinidad of Henderson, Nev., to receive a custom Saints Row: The Third paint job, rim job, custom interior, and Xbox 360 console and screen. The work was set to be completed during the run of E3 2011.
Henrique Trinidad's 1998 Honda CIvic EX was transformed into a tricked-out game mobile during E3 2011 to salute THQ's Saints Row: The Third. The custom paint job, rim job, and custom interior upgrades all took place during E3 2011.