Michelin man delights truckers and gamers alike

Did you know that MLL manages MICHELIN brand visibility in video games?

Game developers and players alike seek the best authentic experience, and not only in car racing games.

We just renewed our agreements to provide branding and content for farming and truck simulators, two hugely popular game titles with large audiences and engaged players.

The Euro Truck Simulator and American Truck Simulator games have sales of over 9 Million copies and 30,000 people can be simultaneously playing from all over the world, with the top five regions being China, Germany, Russia, UK and the USA.

The games feature superb levels of detail with realistic references to MICHELIN branding, not only on the cab and tyres but also through a ‘Michelin Fan Pack’ which is purchased by the player as an add-on.

The Michelin ‘Fan Pack’ to date has had 380,000 downloads with an estimated potential for a further 70,000 per year going forward.

This creates a huge marketing potential for brand awareness and product outreach, with repeated exposure to the audience which will last throughout the game’s lifetime.