Abarth takes its racing spirit beyond the road and into the digital universe with a dedicated brand integration in Gangstar Vegas, one of the world’s top-rated mobile games from Gameloft, a global leader in multiplatform game development and publishing. Through this global in-game sponsored event in partnership with Gameloft for brands, players can discover and experience the New Abarth 600e in an immersive digital environment.
Driven by its unmistakable DNA—performance, boldness, and a passion for speed—Abarth brings its “poison” into the gaming world, staying true to its rebellious spirit and racing heritage.
The New Abarth 600e embodies the brand’s commitment to electrified performance, combining instant torque, dynamic handling, and a distinctly sporty character designed to deliver pure driving excitement.
Through this exclusive collaboration with Gameloft for brands, players will have the opportunity to drive the Abarth 600e inside the game, take part in dedicated missions, unlock branded rewards, and engage with the Abarth universe through a highly customisable gameplay experience. This integration translates Abarth’s performance-driven attitude into the digital environment, allowing users to experience the thrill, responsiveness, and adrenaline that define the Scorpion brand.
With over 280 million downloads and a strong engagement rate, Gangstar Vegas offers Abarth a powerful platform to reach its core target. The game’s player base—largely aligned with Abarth’s key demographic—represents the ideal audience for the New Abarth 600e: a community that embraces performance, individuality, and the thrill of pushing boundaries, perfectly in line with the Scorpion spirit.
With this initiative, Abarth continues to explore new territories and unconventional platforms to express its racing soul and disruptive attitude, staying true to its legacy while boldly evolving into new cultural spaces.
19th June 2026
About Gameloft
Leader in the development and publishing of multiplatform games, Gameloft® has established itself as a pioneer in the industry, creating innovative gaming experiences for 25 years. Gameloft creates games for all digital platforms, from mobile to cross-platform titles for PC and consoles. Gameloft operates its own established franchises such as Asphalt®, Dragon Mania Legends, March of Empires, and Dungeon Hunter, and also partners with major rights holders including LEGO®, Universal, Illumination, Hasbro®, Fox Digital Entertainment, Lamborghini®, and Ferrari®. Gameloft distributes its games in over 100 countries and employs 3,000 people worldwide. Every month, 1 billion unique users can be reached by advertisers in Gameloft games with Gameloft for brands, a leading B2B offering dedicated to brands and agencies. Gameloft is a Vivendi company.
All trademarks referenced above are owned by their respective trademark owners.
About Gameloft for brands
Gameloft for brands offers leading advertising and gamification solutions to help brands better connect with their audiences. Through interactive content and immersive experiences supported by its extensive in-game media network, Gameloft for brands leverages its longstanding gaming expertise to engage people in meaningful ways with an unparalleled level of transparency and safety. Gameloft for brands has received the TAG Certification Against Fraud Seal and follows MOAT’s standards. To date, Gameloft for brands has delivered more than 10,000 campaigns for prestigious brands such as Air France, Coca-Cola®, Ferrero, Ford, FOX™, Automobili Lamborghini, ING, Netflix, Procter & Gamble, Samsung and LEGO, in over 40 countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been honoured with over 50 awards from marketing organizations.
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