Painful Play: Audi develops free A4 racing game for iPhone
Audi feels that its customer base is smart, sophisticated and tech-savvy, which is why it should love a well designed game for the iPhone that features the 2009 Audi A4. Note the well-designed bit, because that's key. Audi had Denver's Factory Design Labs whip up a driving game that uses the iPhone's accelerometer as a way to steer the new 2009 A4 through slalom courses. The German automaker boasts that development took just two weeks, though after trying the free download ourselves, we think Audi might want to keep that quiet. Game development normally takes much longer - think years - so the two-week gestation of the "Audi A4 Challenge" is rather apparent. In a word: craptacular.
The top-down graphics are boring, and controlling the vehicle might unintentionally accelerate the iPhone right out of your hands. Adding further frustration is speed control that's got two extremes; the scale equivalent of 35 mph, or stopped. While the game is free, it's not worth the time you'll waste. Perhaps they should let the MMI guys have a crack at it? Press release after the jump
Gallery: Audi A4 Challenge
[Source: Audi]
PRESS RELEASE
AUDI ANNOUNCES FIRST AUTOMOTIVE OEM IPHONE APPLICATION
- New game allows players to drive the entirely new 2009 Audi A4
- First iPhone application to be released by a major auto manufacturer
- Application is supported by unique A4 iPhone experience web site
"The iPhone is an ideal platform to help introduce the entirely new Audi A4 to the public," said Scott Keogh, chief marketing officer, Audi of America. "Audi customers are smart, sophisticated and technologically savvy. As a brand, we are committed to progress and innovation at every turn. We're very excited to be the first automotive manufacturer to connect with our audience through the iPhone."
Located in Denver, Factory Design Labs, Audi's interactive agency of record designed the game in just two weeks.
"Innovation is the foundation of the Audi brand," said Scott Mellin, CEO of Factory Design Labs. "This is the first application by an automotive OEM, but it's also reinventing the shopping experience. In combination with the A4 iPhone web site, this is the first viable mobile marketing solution in the automotive space. Importantly, it is also a unique way to engage the consumer with the DNA of the Audi brand."
To support the application and the launch of the A4, Audi has also created an A4 iPhone experience web site that allows users to experience and learn more about the entirely new Audi A4. Customers who visit truthinengineering.com/a4/iphone on their iPhone will find a unique interface and content on the A4, specialized videos, wallpapers, an exterior color customizer, a dealer locator and link to install the Audi A4 Challenge application.
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Reader Comments (Page 1 of 1)
CamryFan 9:05AM (8/28/2008)
Damn, I thought I had a reason to buy an Iphone. Well, I never wanted one in the first place, my new 6220 Classic is fantastic.
Back on topic though It nice to see someone actually trying out the technology but maybe they should spend some more time in testing before releasing these type of games, they're supposed to convince people to buy Audi's, not turn them away.
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Seanross 8:13AM (8/28/2008)
I downloaded the game to my friends iPhone and it is indeed balls to the wall speed or nothing... and hard to control. Or maybe I just needed more practice...
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Flashpoint 10:04AM (8/28/2008)
Nintendo is the only company focused enough to produce games for the iPhone.
People shoulda figured out by now that a touchscreen with no control buttons or tactile feedback is terrible for gaming. I thought at least CHESS would be good on the iphone and I was wrong.
Rob Bourne 8:15AM (8/28/2008)
Game development hardly takes years for such devices.
But this game is still rubbish, I'm glad it was free otherwise I'd have been very disappointed.
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Epyx 8:40AM (8/28/2008)
Just get some emulated C64 SpyHunter and pretend it is an Audi.
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Robert 9:20AM (8/28/2008)
It was difficult to control. My main issue is that it functions like an RC car. The steering make sense when the car is moving away from you, but as soon as it heads towards you, you start steering in reverse. Or maybe they swapped it. I can't remember. I was too busy not being able to control the car. I would have liked the game a little if it weren't a round track and things were zoomed out more so you could actually anticipate a turn.
As far as the iPhone, the "I made this in two weeks" thing is Steve Jobs fault. When he was announcing the SDK, he had several companies see what they could make in two weeks, many of them had "never programmed for Mac before." The companies highlighted all created pretty nice little apps. So, the two week app then became a trendy new way to get your feet wet with iPhone programming.
Ultimately, I think Audi just has mommy eyes for the game. Everyone else sees that it needed more development.
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zamafir 10:26AM (8/28/2008)
x2, the controls are the worst of anything out for the iphone, stick to building the industry leading MMI audi, leave the games alone.
Malhaar 11:23AM (8/28/2008)
lol I have this game on my iPhone, its quite stupid, but good fun when you are very bored.
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typ356 12:51PM (8/28/2008)
iPhone App ill conceived. Also poor use of iPhone's Safari browser. But I still love my Audi!!!
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