Need for Speed: The Run Launch Event Revs Up the Hype

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EA has taken it’s marketing campaign for the upcoming Need for Speed franchise entry very seriously. Between Sports Illustrated models and a trailer directed by Michael Bay, it should come as no surprise that the Sydney launch event for the game inolved showing off the affluence of luxury cars in a lavish showroom and recruiting celebrity cameos, just as much as the event was about going hands on with the game.

Upon arrival, the event immediately thrust upon all those attending a challenge: whoever got the fastest time on one of the game’s challenge races would go on to win an iPad 2.0. Unfortunately, we left sore losers, though I did manage to grab some swag before making my exit. Oh and we all got hats…

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Regardless, within minutes of the event starting, celebrities were being brought to the center of the room and introduced to the people gathered around. Among them were the dancers and singers: Young Man Society, Timomatic from Australia’s Got Talent, music producer Ron Carrol, Didier Cohen from Celebrity Apprentice, James Kerley from Balls of Steel, and DJ and model: Emily Sco-hot. I mean, Emily Scott.

Beyond that, the entire upper floor was filled with luxury cars, and as Matt Vella put it, “You feel richer just standing by them.”

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And that phrase pretty much sums up the night. Between celebrities, canapés, luxury cars, and a seemingly endless supply of Belgian beer, the event felt more like a cocktail party for the oppulent than a gaming event. Which I was fine with. I like feeling rich… playing video games at the same time is a bonus.

The gameplay from Need For Speed: The Run was great. Though playing through the same challenge map all night got a bit repetitive by the end, the game controls magnificently and looks gorgeous. There’s not much more you can ask from a racing game.

Check out our great shots from the event (including Master Abbott getting cozy with DJ & model Emily Scott) and be sure to check back at Capsule Computers for the game’s full review when it hits store shelves on November 17th!

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