April 12, 2011 - Beginning today on the popular Facebook game Car Town, INDYCAR racing enthusiasts and Car Town players can enjoy their own garage filled with IZOD IndyCar Series race cars by selecting real-life IZOD IndyCar Series drivers, building the car and competing within the “Indy 500 Challenge” at the Indianapolis Motor Speedway.  Car Town users can also practice their pit maneuvers and race against the clock in the “Indy Pit Stop Challenge.” 

These features are the latest in a scheduled series of in-game extensions developed by Cie Games, creator of Car Town, to extend the famed INDYCAR and Indy 500 brands by using social media to provide new ways to experience cars and motorsports. 

Launched in August 2010, Car Town is a social game in which players collect and customize virtual cars, build their dream garage and help their friends do the same.   It has attracted 8 million players, making it one of the most in-demand games available on Facebook.  With 46 percent of Car Town gamers playing at least once every three days, and 80 percent of all players age 35 or younger, the game’s fans represent a particularly attractive market segment to all sectors of the automobile and motorsports industries.

“We’re very excited about this association and the opportunity to present our cars, drivers and the Indianapolis 500 to fans through this popular interactive application,” said Kasey Coler, INDYCAR director of marketing.  “Car Town is providing INDYCAR a desirable audience and a platform that effectively engages the user with the INDYCAR brand.  INDYCAR racing gives the Car Town players an opportunity to experience the fun and excitement of owning and driving an IndyCar and an opportunity to be part the 100th anniversary of the Indianapolis 500.” 

The launch of this Car Town in-game integration coincides with the third race in the 2011 IZOD IndyCar Series, the Toyota Grand Prix of Long Beach, set for April 17, and offers the availability of cars from 13 IZOD IndyCar Series drivers, including Dario Franchitti, Marco Andretti, and Graham Rahal, and the 2011 Indianapolis 500 Event Car, which honors the 100th anniversary of the first Indy 500.  Additional in-game features and INDYCAR brand assets are scheduled for release throughout the 2011 IZOD IndyCar Series season.

“We’re only scratching the surface in terms of the ways the virtual world of social gaming can bring new experiences to players and new marketing opportunities to companies and brands across the spectrum,” said Dennis Suggs, chief creative officer of Cie Games, whose headquarters office overlooks the Long Beach Grand Prix course.  “The sky’s the limit in terms of the creative executions brands can deploy to break through to new audiences using social media and social games.”

With today’s announcement, Car Town users can enter the “Indianapolis Motor Speedway Garage” where they can select a car driven by top IZOD IndyCar Series drivers and complete the Indy 500 Challenge with the help of a pit crew they select from among their Facebook friends or by spending in-game points.  Players can even race against the clock and compete against other Car Town pit crews, striving to top the Indy Pit Stop Challenge leaderboard.