Codemasters has been a leading UK publisher of racing games on Console, PC and Mobile for over 30 years. They are a world-leader in the development of racing titles and the home of DiRT and the official games of FORMULA ONE.
THE PLAYMAKER GROUP were brought in by Codemasters to consult on the launch of DiRT SHOWDOWN. This led to the creation and management of a project that was aimed at engaging new players, particularly those from underrepresented demographics and areas. The project was co-ordinated and managed by us and saw a number of tastemakers including Beats 1’s Julie Adenuga, BBC Radio 1’s Dev, Eddie Kadi and Little Donatella premiere the game for online platforms, as well as a number of regional knockout competitions (across 5 cities) culminating in a London finale. We also seeded product to key figures with youth culture.