EuropaCorp and Gameloft became partners for the recent release of “The Transporter Refueled” within the Asphalt 8: Airborne mobile racing game.

The native advertising campaign, targeted for consumers in the U.S., UK, France, and the Middle East, featured racing tournaments titled The Transporter Refueled Cup.

“Within the gaming environment, we were able to offer EuropaCorp a Monaco location and an Audi sports car, which also feature in the movie. Thus, it was a natural partnership,” said Sylvain Baudry, Gameloft’s Head of Advertising in the United States. “The synergy between Asphalt 8: Airborne and The Transporter Refueled creates a truly unique and engaging ad campaign. Gamers are interacting with the brand for almost two minutes.”

In addition to native advertising, the integrated campaign features movie trailers and full screen ads across a selection of Gameloft’s games.

“Gameloft is also promoting the tournament across its social media channels and website,” a statement shared with MAW reads.

“The seamless integration of The Transporter Refueled into the Asphalt 8: Airborne mobile game is a distinctive experience we are thrilled to partner on,” noted Tommy Gargotta of EuropaCorp. “The game allows us to introduce the Transporter franchise to the next generation of thrill-seekers.

Gameloft was the Number 1 global game publishing company by downloads on iOS and Google Play combined for H1 of 2015 according to App Annie. In addition, Asphalt 8: Airborne won the GSMA’s Best Mobile Game App of 2015.