Europe’s largest independent computer, video and online entertainment developer 10tacle Studios will be delivering a freeware game this month to show off the new BMW M3 Coupé. The racing specialists from London-based subsidiary Blimey!Games show for the first time on PC what the 420 horsepower Bavarian powerhouse can do in the game BMW M3 Challenge.

For the Munich-based automobile company the game represents "an important part of the communications mix" for the launch of the new BMW M3 Coupé. The the mid-six-figure development budget was carried by BMW and other sponsors and through in-game advertising.

In addition to this project 10tacle Studios is already in the midst of concrete negotiations with a "world-renowned firm" looking to commission a comprehensive game project as part of an upcoming marketing campaign. The goal is to begin work on the title, which is to have a budget volume in the double-digit millions, before the end of the year.