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…


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.”


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!

I'm an avid console/pc gamer; fanboy of all things Bioware