For the release of Need for Speed Unbound, EA/DICE tasked us to connect the game to local car and youth culture. We partnered with rap group ODZ, integrating their hit track “Tappat det helt” in-game, turning their logo into a key visual, and producing a co-branded merch collection. To amplify the launch, we executed a seeding campaign and PR activations across the platforms where the audience was most active.

“Gaming is a cultural gateway, not just a channel. Kehitys delivered an end-to-end solution that integrated Need for Speed into local car and youth culture with seamless execution. By partnering with ODZ and activating across PR, media and community platforms, they helped us reach the growth audience of casual gamers authentically, proving that cultural precision drives relevance where ads can’t.”
– Fredrik Ribbing, Head of Product Marketing (Nordic), Electronic Arts

The collaboration gave the game cultural credibility and turned the launch into a cultural moment that resonated far beyond gaming.