It’s common practice for movie studios to maximize the exposure of upcoming blockbuster releases, including making video games that launch alongside the movie. While this practice seldom produces any blockbuster games, they’re doing well enough for studios to continue. In fact, this marketing strategy has found success with mobile gaming in recent years as well.
Occasionally, however, a movie studio will take a different approach to the way they do video game co-marketing for a movie. That’s definitely the case for Universal Pictures, who’s attempting to implement a different tactic for their upcoming movie, Furious 7, the latest addition to the Fast & Furious franchise. Rather than building an entire Furious 7 game from scratch, Universal Studios is working with Turn 10 Studios to bring the world of Fast & Furious to Forza Horizon 2.
The two studios will be releasing an expansion to the popular racing game titled Forza Horizon 2 Presents Fast & Furious on March 27 for Xbox 360 and Xbox One. The DLC will include cars and missions inspired by the Fast & Furious movies.
This strategy could prove to be very successful for both parties. Universal Studios can capitalize on the video game market for Furious 7, without having to shell out the full cost of a video game that will likely receive little attention and mediocre reviews. And Turn 10 Studios can provide new content to racers – bringing attention back to their game that’s now six months old. Racers will have the opportunity to drive cars from the movies, including the 1998 Toyota Supra, 2012 Nissan GT-R and the famous 1970 Dodge Charger R/T.
It’s important to note that the partnership is an Xbox-exclusive deal since Forza Horizon 2 is only available on Microsoft consoles. While we’re not sure the particulars of the current deal, we wonder why Universal Studios didn’t instead work with Ubisoft to add Fast & Furious to the developer’s open world racer, The Crew. The Crew is a newer game, and is available on PlayStation and PC as well as Xbox, but it’s also not the big name racing franchise that Forza is.
However, since Universal Studios did choose an Xbox-only game, we’re curious to see how this affects future movie-game cross promotion. We already know Mortal Kombat X won’t have characters that are console-exclusive, but that doesn’t mean other games won’t follow in the footsteps of Furious 7 and Forza Horizon 2. We may start to see more developers attempt to resurrect a game’s waning popularity by adding movie-based DLC.
For those interested, the Fast & Furious DLC will be available for free until April 10, shortly after Furious 7 releases. After that date, the DLC will cost $10.
What do you think about Forza Horizon 2 adding a Fast & Furious DLC? Let us know your thoughts on the comments!
Forza Horizon 2 Presents Fast & Furious will be available March 27 for Xbox 360 and Xbox One.