Italian luxury sports cars manufacturer Automobili Lamborghini has partnered with Hong Kong-based gaming firm Animoca Brands to drive automotive brand engagement.

Animoca Brands said in statement on Thursday that the partnership will combine both companies’ respective strengths to deliver unique experiences for Automobili Lamborghini’s fans and customers, and marks the convergence of automotive excellence with cutting-edge digital technologies, positioning Automobili Lamborghini at the forefront of innovation and community development.

It is noted that creative design studio and technology company Gravitaslabs and Motorverse, a global ecosystem for digital vehicles, racing games and motorsport culture created by Animoca Brands, have been chosen as the exclusive partners for this initiative.

Founded in 1963 in Sant’Agata Bolognese, near Bologna, Automobili Lamborghini is a firm producing luxury supersports car.

The firm’s car models includes the Miura, Countach and Aventador, and limited editions such as the Reventón and Sesto Elemento.

There are three main models in the current range: Huracán, Urus (the world’s first super SUV), and Revuelto (the first V12 HPEV – High Performance Electrified Vehicle).

With approximately 2,400 employees, the firm has a network of 184 dealers in 54 countries.

The firm delivered more than 10,000 vehicles in 2023.

Animoca Brands is a Web3 leader that leverages blockchain to deliver digital property rights to consumers around the world to help to establish the open metaverse.

The company develops and publishes a broad portfolio of products including original games and products utilizing popular intellectual properties from the worlds of sports and entertainment.

It has multiple subsidiaries, including The Sandbox, Blowfish Studios, Quidd, GAMEE, nWay, Pixowl, Forj, Lympo, Animoca Brands Japan, Grease Monkey Games, Eden Games, Darewise Entertainment, Notre Game, TinyTap, SPORTPASS, PIXELYNX, WePlay Media, Gryfyn, and Azarus.

The firm is one of the most active investors in Web3, with a portfolio of over 540 Web3 investments, both directly and through Animoca Ventures, including Yuga Labs, Axie Infinity, Polygon, Consensys, Magic Eden, Fireblocks, OpenSea, Dapper Labs, Yield Guild Games, and many more.

Gravitas is a creative design studio and technology company operating an interactive and immersive marketing platform used by iconic global brands to build new audiences and business from Web3; using blockchain technology, non-fungible tokens (NFTs) and digital products and gamified eCommerce solutions.

The firm, with its partners Lightlink, Meta-Stadiums and Rarible serves companies across automotive, entertainment, sports, and fashion.

Motorverse is a global open ecosystem and community for digital vehicles, racing games and motorsports where automobile and motorcycle enthusiasts, motorsport fans, and gamers can collect and trade officially licensed digital vehicles, play and compete in a growing range of racing games, developed in partnership with leading automotive brands, top motorsport intellectual property (IPs) including MotoGP™, Formula Drift, Formula E, and get access to real-world experiences including racing events, partner loyalty programs, and more.

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