So just why has this game become so popular? After all, not all free games are such a huge success story. More than 300,000 people have watched YouTube films about the game. An amazing 850,000 people have so far played the game, and the number increases all the time. That's the way it was with the launch of the free game, Volvo - The Game, a joint venture between game development company SimBin and Volvo Cars. Using this communication channel, we have succeeded both in renewing our brand name and in reaching out with our new S60 model far beyond our regular customer groups,' says Michael Persson, director of market communication at Volvo Cars.
'Interest in Volvo - The Game has surpassed all expectations. About 20,000 new players take up the challenge every week. By December 1, it had already been played on more than 850,000 computers the world over.
