Car companies and video game makers are forming ever more intimate alliances. And an automotive enthusiast magazine called DUB is arranging many of those marriages.
DUB calls itself "the original automotive lifestyles magazine." Its readership consists largely of young urban men. The publication markets customized versions of popular vehicles and sponsors celebrity car shows. It also sells aftermarket accessories and automotive toys.
Now DUB is lending its name to a video street-racing game developed by Rockstar Games, which makes the best-selling "Grand Theft Auto" series. "Midnight Club 3: DUB Edition" goes on sale April 12.
The Chrysler 300C sedan and Cadillac Escalade SUV are on the game's box cover. Rockstar licensed the vehicles' names for the game. Both appear prominently in the game, along with dozens of other vehicles.
"It's a real true-to-life game, and our car plays a heroic role," says Chrysler group spokeswoman Suraya DaSante. "When there's an opportunity to collaborate, the end result is better for everyone."