Start your engines: line up to race the LEGO® Technic™ McLaren Senna GTR in Asphalt 9: Legends Grand Prix
Paris, Woking, Billund , October 18, 2021 - The LEGO® Technic™ McLaren Senna GTR has accelerated its way onto a new racetrack – this time, the tarmac of Asphalt 9: Legends, the latest game in the Asphalt racing series, a franchise which recently crossed the 1 billion download mark. From today until October 30, racing fans will be able to vie for pole position and win prizes in the LEGO® Technic™ McLaren Senna GTR by taking part in the first ever LEGO Technic McLaren Grand Prix event in an Asphalt game.
For the first time ever, supercar lovers, motorsports fans and LEGO builders alike can get behind the wheel of the LEGO Technic McLaren Senna GTR model in this action-packed collaboration between the LEGO Group, luxury supercar maker McLaren Automotive and Gameloft for brands.
Those who make it through two adrenaline-fuelled qualifying rounds will win a place in the hotly contested final rounds from October 22 to October 31. Only nine legends selected among winner pools will be crowned champion at the end and be in with the chance to win LEGO Technic McLaren Senna GTR sets and in-game rewards. Playable on mobile, Nintendo Switch and PC.
The gamified LEGO Technic McLaren Senna GTR is packed with the same features and functions as its real-life counterpart, making it one of the most extreme contenders on the grid. The 830-piece design of the LEGO model has been recreated in meticulous detail in the digital world, including its V8 engine, moving pistons, beautiful aerodynamic curves, opening dihedral doors and a one-of-a-kind blue livery. Over 160,000 digital triangles were used to ensure no compromises when it comes to recreating the unrivalled style of the supercar.
“We are always looking to give our fans new ways to enjoy the LEGO Technic play experience,” said Niels Henrik Horsted, Head of LEGO Technic Products at the LEGO Group. “This collaboration gives our fans the chance to get behind the wheel of this one-of-a-kind model for themselves and take it for a spin. When we designed the LEGO Technic McLaren Senna GTR we pushed ourselves to the limit to do justice to the engineering excellence of McLaren Automotive, and we’re thrilled to be able to replicate it virtually in such a standout way with Gameloft. We can’t wait to see our fans on the track!”
"We’re thrilled to partner with the LEGO Group and McLaren Automotive to offer players and fans a new way to experience one of the most prestigious and famous supercars - albeit in a digital and block form!”, said Alexandre Tan, SVP Brand Partnerships & Advertising at Gameloft. "This in-game event shows Gameloft for brands illustrating how gaming can be the next level engagement tool for brands in a kid safe and respectful environment”
"Through this collaboration between McLaren Automotive, the LEGO Group and Gameloft, we are excited that supercar, racing and McLaren fans will now be able to experience and share the thrill of driving our McLaren Senna GTR ultimate racer in its LEGO® Technic™ form in an incredible gaming experience – and with the chance to win some fantastic prizes!’’ Gareth Dunsmore, Chief Marketing Officer, McLaren Automotive
Notes to editors
For more information about the LEGO Group, please contact media@lego.com
For more information about McLaren Automotive, please contact daniel.golding@mclaren.com
Screenshots are available here.
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About Gameloft for brands
With a monthly audience of 250 million active players, 300 million impressions, and an average playtime of 27 minutes per day per user, Gameloft for brands offers advertisers a unique level of visibility and engagement with their audiences. To date, Gameloft for brands has delivered more than 10,000 campaigns for prestigious brands such as Air France, Coca-Cola®, Ford, FOX™, Ferrari, ING, Netflix, Procter & Gamble, Samsung and LEGO, in over 40 countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been honoured with over 50 awards from marketing organizations.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. ?
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.?Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com??
About McLaren Automotive
McLaren Automotive is a creator of luxury, high-performance supercars.
Every vehicle is hand-assembled at the McLaren Production Centre (MPC) in Woking, Surrey, England.
Launched in 2010, the company is now the largest part of the McLaren Group.
The company’s product portfolio of GT, supercar, Motorsport and Ultimate models are retailed through over 85 retailers in 40 markets around the world.
McLaren is a pioneer that continuously pushes the boundaries. In 1981, it introduced lightweight and strong carbon fibre chassis into Formula 1 with the McLaren MP4/1.
Then in 1993 it designed and built the McLaren F1 road car - the company has not built a car without a carbon fibre chassis since. As part of the Ultimate Series, McLaren was the first to deliver a hybrid hypercar, the McLaren P1™. In 2016, it announced a new hybrid hyper-GT and confirmed in 2018 that the next Ultimate car would be the Speedtail.
2019 saw McLaren launch the 600LT Spider, the new GT and the track-only McLaren Senna GTR. It also unveiled the 620R and McLaren Elva before launching the 765LT the following year.
Most recently, the company unveiled its all-new high-performance hybrid supercar, the McLaren Artura.
The Artura is the first McLaren to benefit from the McLaren Carbon Lightweight Architecture (MCLA). The MCLA is designed, developed and manufactured at the McLaren Composites Technology Centre in the Sheffield region of England using world-first processes and will spearhead the brand’s electrified future.
McLaren Automotive also chooses to partner with like-minded, world-leading companies and organisations who push the boundaries in their respective fields. These include AkzoNobel, Ashurst, Dell Technologies, Gulf, Pirelli, Richard Mille, Plan International and Tumi.
