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Gameloft for brands and LWE Announce Upcoming Collaboration For Players to Attend Junction 2: Connections via Asphalt 8: Airborne and Asphalt 9: Legends

LWE & Asphalt games offer an enhanced experience for festival attendees and players, and innovative sponsoring opportunities for brands.


December 14, 2020After the first virtual edition of UK-based electronic music festival Junction 2, which was broadcast on July 11 – 12, 2020, attracting 3.2 million music fans globally, Gameloft for brands, leader in the creation of gaming experiences for brands, and LWE, London’s biggest electronic music promoter, are proud to announce the return of this super-charged music and gaming integration.

On Saturday January 9, 2021, over 20 of the world’s finest house and techno artists will play across three visually unique digital stages, brought together as one global livestream event, Junction 2: Connections. Paying homage to the sounds and locations that have influenced LWE, each stage will be filmed on location and broadcast directly out of Berlin, Detroit and London, bringing the sounds of these cities direct to your home.


In the run-up to the festival, gamers and music fans will be invited to experience the music of Junction 2: Connections while participating in full throttle races across the iconic cities of London and New York, riding with the W Motors Lykan HyperSport luxury sportscar within Asphalt 8: Airborne and Asphalt 9: Legends.

The first gaming session is set to begin on Wednesday December 30, 2020, lasting five days, while the second session will commence on Wednesday January 6, 2021, overlapping with the festival broadcast on January 9,, 2021. On this day, exclusive DJ sets from the Junction 2: Connections broadcast will be livestreamed directly into Asphalt 8 Airborne and Asphalt 9: Legends in-app, replayed for the duration of the weekend; the ideal soundtrack for this exciting experience. 


Leveraging Gameloft for brands’ expertise in the creation of meaningful connections between brands and players, this partnership allows LWE to combine its highly engaged audience with the millions of players of both Asphalt games in an engaging digital experience while physical festivals are still pending in most countries in the world. Gameloft’s highly innovative digital advertising & sponsorship solution brings a unique opportunity for brand partners to create meaningful engagement with these broad youth culture audiences. 


“We’re thrilled to partner with LWE and to welcome Junction 2 to participate once again in Asphalt 8: Airborne and Asphalt 9: Legends” said Alexandre Tan, VP Advertising & Brand Partnerships at Gameloft. “Gameloft for brands is all about creating meaningful connections between brands and players, and this project is an innovative way to do just that and bring together two of the biggest entertainment forms, music and games, to our highly engaged and broad audience.”


"Following the success of the debut partnership in July, LWE is excited to continue building on the relationship with Gameloft to deliver an enhanced experience for Junction 2 Connections. The partnership will see Junction 2's digital event platform J2v and live streams integrated into the native Asphalt 8: Airborne and Asphalt 9: Legends gaming environments, increasing reach, engagement and a further step into the future where gaming and events meet” said Paul Jack Sobierajski, LWE Director.


Junction 2: Connections returns on Saturday January 9, 2021.

Asphalt 8: Airborne and Asphalt 9: Legends are available on App Store and Google Play.




About LWE

As London’s biggest electronic promoter, LWE are embedded within the core of our culture. Diversity sets us apart, working across a breadth of electronic genres alongside the world’s most established artists. Part of the U-Live family of festivals and events, we work at venues ranging from 500 capacity clubs to 5,000 capacity heritage sites, listed buildings and warehouses. Our flagship festival, Junction 2, delivers a creative and refined inner city experience for true electronic music fans.

About Gameloft for brands

With a monthly audience of 250 million active players, 300 million impressions, and an average playtime of 27 minutes per day per user, Gameloft for brands offers advertisers a unique level of visibility and engagement with their audiences. To date, Gameloft for brands has delivered more than 10,000 campaigns for prestigious brands such as Air France, Coca-Cola®, Ford, FOX™, Ferrari, ING, Netflix, Procter & Gamble, Samsung and LEGO, in over 40 countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been honored with over 50 awards from marketing organizations.

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