But it's not a racer - F1 star will be part of Reebok-sponsored ARG and wide-reaching web game push

NDreams scores Lewis Hamilton game deal

MCV Staff 10th March 2010 Development News

British Formula One racing star Lewis Hamilton has announced the launch of a huge global Alternate Reality Game (ARG) set to run alongside the whole F1 season.

Hamilton himself took part in a live broadcast from Bahrain today, where the F1 ace announced the official launch of the game.

The ARG is said will include several online and mobile games, many of which are being powered by the ever-popular Unity engine. The first elements of the ARG can be found at www.secretlewis.com.

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Inner Pocket, a new label co-founded by industry veterans from CRITICAL REFLEX, Gaijin Entertainment, and indie studio Nozomu Games, launches today. By combining extensive experience across games marketing, publishing services, development, and business strategy, the Inner Pocket team aims to utilize its well-rounded composition to empower indie studios.

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