Pixel partnership: Dunlop’s virtual tyres hit Gran Turismo 7

Pixel partnership: Dunlop’s virtual tyres hit Gran Turismo 7

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Racing games have become less arcade and more full-scale simulation. As simulator developers progress closer to a sense of unparalleled realism, Dunlop has teamed up with Gran Turismo to not only highlight the brand's century-old racing heritage but also develop digital racing physics using real-world experience. 

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On the surface, it does sound like a PR stunt between the two brands. The second round of the 2025 Gran Turismo World Series in Berlin is the first outing for Dunlop as the official series tyre supplier. It's a humorous concept upon initial inspection, as one might wonder what exactly Dunlop will provide… pixels? But there is more to unpack here. Firstly, there is of course a PR element, as the tracks in GT7 will sport Dunlop branding, and players will have the option to select Dunlop tyres for their race cars, alongside a few in-game Dunlop events and time trials to participate in. 

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But there is a practical element, too. The popularity of online endurance racing has surged recently, surpassing the 10-lap chaotic norm. To ensure a sense of realism is maintained, tyre degradation has become a factor, and in-game pit stops are now just as serious as in real-life racing. To ensure sim racing parallels the real world as accurately as possible, Dunlop will be enhancing in-game tyre realism through years of real-world tests to further develop digital authenticity. This helps with sim racing immersion but will also provide Dunlop with a platform to test designs, reliability, and compounds in simulations, and ultimately improve real-world products. 

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It's a hard idea to wrap your head around, having a tyre manufacturer invest in a game for the betterment of racing. But it's exciting to see just how serious simulation racing is becoming. Before now, racing was almost entirely exclusive to the wealthy, but nowadays sim racing bridges that gap. And it's a gap that is closing by the month. It's fascinating to see that brands like Dunlop see a real benefit in investing in simulation racing, and I personally can't wait to test out this pixel partnership.

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