Mixer truck game app challenges, targets World of Concrete attendees

Sources: Hanley Wood Exhibitions, Dallas; CP staff

An electronic game app for mobile devices—where players steer mixer trucks through action-packed environments, aiming to deliver loads on time—has been released in the build up to a milestone World of Concrete, January 21-24 at the Las Vegas Convention Center. “Rig Racin” is available in the Apple App Store for iOS devices and Google Play for Android devices.

“As we celebrate the 40th edition of World of Concrete in 2014, the timing could not be better for the launch of this exciting game,” says Hanley Wood Exhibitions Vice President Tom Cindric. “‘Rig Racin’ will allow the World of Concrete brand to reach numerous untapped markets worldwide in a new and creative way, utilizing the popularity of gaming.”

World of Concrete management partnered with Soap Creative, a digital interactive group with Dallas, Los Angeles and Sydney offices, to create the concrete-themed racing game. “Mobile gaming is now a mainstream activity, and we view it as a new frontier in audience engagement,” notes Hanley Wood Exhibitions Director of Digital Products Jeff Davis. “Working with Soap allowed us to accelerate the process of getting ‘Rig Racin’ out to market.”