take immersive to the next level

As I’m sure you’ve heard, the latest installment in the Grand Theft Auto series, Grand Theft Auto V, was released a few weeks ago…Among the game’s many cool features is an accompanying mobile app called iFruit.

GTA-V-iFruit-app-meets-Android-user-fury

From the app store write-up:

iFruit hooks directly into your experience of Grand Theft Auto V with some fun activities to further postpone the need for real social interaction. Keep up-to-date on the latest Grand Theft Auto V news, log into the Rockstar Games Social Club, stay connected on LifeInvader and launch other Rockstar Games apps.

As far as the game is concerned, the two most compelling features of the app are the ability to customize your in-game car and teach your dog, Chop, new tricks…As your in-game sidekick, these tricks can come in handy during gameplay.

Why I’m Curious?

Second-screen experiences have of course been on the rise over the past couple years…I see this as a solid example of how they can be made meaningful.

While not everyone who plays GTAV will download the app, the sub-segment of gamers who do (a sub-segment that is likely heavily invested in the game) will have their gaming experience made that much more immersive.

When done well this seems like a fertile territory for brand to play in…Red Bull, Mountain Dew, any car company that wants to take a bit edgier of a stance, could all have been viable partners on this project.

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