Brokered by MediaCom, the deal between Emap and Electronic Arts follows on from the success of last year's Max Power campaign to launch the original 'Need for Speed Underground' game.
The campaign kicks off in the July issue of Max Power, with creative centring on the search to find the best Max Power car in the world. The campaign will climax with the best cars, as voted by the Max Power readers, being shipped to the UK for an ultimate race off at in November to coincide with the launch of the game.
The PlayStation2 and Xbox game takes gamers into the world of souped-up cars in an large free-roaming city divided into five neighbourhoods where players will encounter rival racers who will initiate events, tip players off to the hottest racing spots, and show them where to buy the most sought-after licensed aftermarket upgrades.
The new game features cover girl Brooke Burke starring as a streetwise underground race organiser named Rachel, who takes players under her wing and guides them through the game's large free-roaming city environment.
Rhiannon Thomas, account manager at Emap Advertising, said: "We are hugely pleased that EA Games has again chosen to use the unique cross-media platform offered by Max Power."
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