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 |   |  Nitto Tire Racing Rivals Game Release Event
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Nitto Tire Racing Rivals Game Release Event

Drag racing contest held to celebrate a free community-based mobile app at the Irwindale Event Center

Annette Carrion
Aug 30, 2013
Writer: Sean Russell Photographer: Mike Sabounchi

The Details:

• Nitto Tire launches Cie Games’ Racing Rivals drag racing game
• Racing Rivals game for iOS devices is a free download on the App Store
• Event held at Irwindale Event Center, CA
• Apple iPad Mini, “Diamond Tree” ring and Nitto tires awarded to challenge winners

Publisher of mobile and social games Cie Games developed a new free-to-play and community-based drag racing game called Racing Rivals for iOS devices in collaboration with Nitto Tire as the sponsor. It is simple to learn, loaded with vehicles and aftermarket parts and most importantly addictive to play.

Racing Rivals is a free-to-play mobile drag racing game for iPhone and iPad (sorry Android users) where players compete against each other in real-time using a slew of customizable cars. It looks the part and due to a betting system is competitive so prepare to blow much free time moving up through its ranks.

Austin, Cie Games Product Owner says, “Racing Rivals is our fourth iteration of a drag racing game that we’ve done. The first one being Nitto 555R almost 10 years ago, and then 1320 Challenge and 1320 Legends. Nitto and Cie Studios have had a relationship since way back.”

Nitto tire cie games racing rivals interview Photo 5/18   |   Nitto Tire Racing Rivals Event

Andre, Cie Games Head of Business Intelligence continued, “The automotive industry is something we are very interested in on a personal level so we wanted to make the most fun and realistic version of the game as possible that you could play with your friends. This is our second time making a mobile game. First and foremost, what made this game better than previous variants is that you can play with anyone from around the world whenever you want –you’re not playing against a computer. You jump on and get dumped into a room of people you can race, talk with and bet. On top of that, we spent a lot of time on the detail and making it as accurate as possible: car parts, upgrade systems, and vehicle aesthetics.”

From initial 3D modeling design to the final product, in-game you will find a host of various makes and models including brands like BMW, Honda, Nissan to the more obscure RAUH-Welt Begriff. The in-game cars (and there are many from Mustang to 370Z to Concept) can be upgraded and raced for cash, street cred, and even pink slips. Austin, Cie Games Product Owner, talked about the future of the game telling us, “Cie Games is planning to add more tuner friendly cars.” Austin mentioned possibly a Nissan S14, hardtop Mazda Miata and maybe even a Toyota AE86. For those that want to rule the digital streets, he also mentioned the path to building a killer Racing Rivals drag car starts with weight reduction upgrades followed by transmission and then of course, nitrous.

2011 mustang supercharged drag racing annette carrion Photo 9/18   |   Nitto Tire Racing Rivals Event

In order to celebrate the game, media and fans were invited to the Irwindale Speedway in CA, where attendees competed on the 1/8th mile strip behind the wheel of a 556 hp 2011 Ford Mustang 5.0 (automatic) with an Edelbrock 1580 supercharger – fastest reaction time won. The second portion of the contest pitted attendees against one another while playing the Racing Rivals game.

2011 mustang supercharged drag racing annette carrion driver Photo 10/18   |   Nitto Tire Racing Rivals Event

John Urist, NMRA Street Outlaw Championship racer was brought in as the Racing Rivals 1/8th mile instructor and told us, “I’ve raced for over 15 years in the Street Outlaw class; our fastest quarter-mile pass is 7.0 seconds and over 202 mph in a 3,200 lb. Mustang that makes about 2,000 hp.”

To entice the competitors, prizes were announced. An Apple iPad Mini for the winner of the 1/8th mile reaction-time contest, and a free set of Nitto tires and a championship “Diamond Tree” ring for the Racing Rivals gaming tournament winner.

When asked why a big event was put on for an app, Stephen Leu, Nitto Marketing Strategist, said, “I don’t think it’s just an app, for me it’s more of a celebration. We’ve all been through the ‘90s, 2000s, and now, and the interaction between the brand and the fans has been very limited to either the events or advertising, it has been one-way. With this game, you can give the fans more depth and engagement.

People who don’t have our tires can get a sense for what they do, because in the game depending on what Nitto tire you install, the traction level of the car actually improves or decreases the performance. This game is more than what we’ve been able to offer our fans in the past, and hopefully we’re going to make a big bang with it.”

Nitto tire cie games racing rivals winner Photo 14/18   |   Nitto Tire Racing Rivals Event

In the end, Mark Mansalad of Colab Agency was announced as the winner of the Racing Rivals gaming tournament, taking home Nitto tires of his choice and the ring. While Don Creason of Power Automedia took home the iPad Mini for winning the 1/8th mile run with an impressive .106 reaction time.

Umami Burger was stationed nearby to feed the hungry crowd with three different types of burgers: Umami, Cali, and The Greenbird. Plenty of water was also on hand, as it was important to remain hydrated in the scorching heat. Cie Games and Nitto Tires put on a fun-filled event that allowed automotive enthusiasts to engage in a little competition on the strip and in the digital game, which made for an entertaining afternoon at the Irwindale Event Center, CA.

2011 mustang supercharged drag racing sean russell driver Photo 18/18   |   Nitto Tire Racing Rivals Event

To download Racing Rivals, go to App Store.

For more information, please visit

By Annette Carrion
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