Lamborghini has announced a collaboration with Animoca Brands to make its entry into the Web3 landscape. The partnership will see the luxury Italian brand’s supercars integrated into metaverse gaming platforms by the Hong Kong-based gaming software company. This initiative represents Lamborghini’s commitment to innovative marketing and brand engagement, aiming to connect with a younger audience more familiar with digital experiences. This marks the first time Lamborghini has implemented its iconic vehicles within an interoperable blockchain framework for gaming.
The automaker is developing an immersive platform named ‘Fast ForWorld’, designed by Gravitaslabs, that will serve as Lamborghini’s central hub for digital interaction and Web3 ventures. The platform will allow fans to engage with virtual renditions of Lamborghini supercars while collecting non-fungible tokens (NFTs) linked to the brand and earning rewards for their participation.
According to an official announcement from Animoca, “Fast ForWorld will collaborate with Motorverse, a global community focusing on digital vehicles, racing games, and motorsport culture developed by Animoca Brands, to provide an unprecedented gaming experience featuring interoperable digital car collectibles.”
A variety of games within the Motorverse will allow car and gaming enthusiasts to buy, sell, and drive Lamborghini vehicles. The Fast ForWorld website reveals that titles such as REVV Racing and Torque Drift 2 will support these virtual cars, offering players the ability to transfer vehicles from Fast ForWorld into different Motorverse games.
The Revuelto, noted as the company’s first high-performance electrified vehicle (HPEV) hybrid, will become the inaugural Lamborghini model to receive a digital avatar. Each version of this flagship super sports car will be distinct, incorporating exclusive features unique to its holder.
The Fast ForWorld platform is set to launch on November 7 and will include a 3D digital wallet for storing items, alongside interoperable capabilities that allow users to interact with and utilize their virtual vehicles.
Animoca Brands has been exploring the inclusion of supercars within metaverse environments since 2021. The company previously collaborated with virtual hypercar designer ‘nfast’ in September 2021 to create NFT hypercars for REVV Racing, a blockchain-based auto racing game.
Lamborghini is not the first automotive manufacturer to venture into the Web3 arena. In March 2023, Nissan became the first Japanese automaker to launch its line of virtual merchandise and NFTs, thereby embedding itself within the metaverse. Other carmakers such as MG Motors and Ford have also unveiled plans for metaverse integration.
According to P&S Intelligence, the global metaverse market generated approximately $90.6 billion in revenue last year and is expected to reach around $1,157.8 billion by 2030, demonstrating a compound annual growth rate of 44 percent.
