Lamborghini. The name evokes images of roaring engines, cutting-edge design, and raw power. But the Italian automaker isn’t just pushing the limits of real-world cars – it’s also racing ahead in digital.
As one of the most forward-thinking brands in the automotive industry, Automobili Lamborghini has embraced web3, crypto, and virtual worlds. In 2024, it unveiled Fast ForWorld, Automobili Lamborghini's bespoke platform and ecosystem for Web3 and digital engagement, which includes immersive experiences designed to redefine luxury brand engagement. The platform is designed, developed and deployed by Gravitaslabs, and the engine under the hood for its immersive layer is powered by MSquared.
Steering Automobili Lamborghini’s digital vision
Automobili Lamborghini is taking full control over its digital future. This required a custom-built world worthy of the brand's name, offering a seamless, high-fidelity experience where the company owned the narrative, user experience, and customer journey.
Backed by web3 and metaverse giant Animoca Brands, with industry veterans and years of experience working with iconic brands in automotive and beyond, Gravitaslabs was perfectly positioned to build and expand Fast ForWorld under Automobili Lamborghini's direction. The platform includes a pioneering launchpad for digital vehicles, user onboarding, gaming integrations, and a bespoke virtual world the brand can use across its business, serving as the hub for its online community.
Accelerating the power of digital assets
Late 2024 saw Automobili Lamborghini’s first digital car collection sell out in just 24 hours. But the brand was already thinking bigger, exploring how digital assets and virtual worlds could forge deeper connections with a new generation of car enthusiasts.
By December, Fast ForWorld roared to life, featuring exact replicas of Automobili Lamborghini’s real-life museum – complete with iconic car collection and references to its flagship dealerships. In 2025, the brand is launching new pioneering features within the platform, such as its Digital Vehicle Library, an immersive configurator, and game-changing integrations to deepen relationships with a new generation of owners and fans.
Fast ForWorld is becoming the central hub for Automobili Lamborghini’s digital vehicles through partnerships with gaming platforms, including Animoca Brands’ Motorverse. These collaborations, combined with appearances at real-world events like DreamHack, are helping to establish Lamborghini’s presence in a broader digital ecosystem and reinforce its commitment to interoperability.
The vision is that, in just a few clicks, owners of these digital vehicles will be able to instantly jump from Fast ForWorld into partner games and experiences.
How MSquared’s engine powers Fast ForWorld
As expected, Automobili Lamborghini’s undoubtedly high standards define Fast ForWorld. “Every room, map, level, texture, color, model, shadow… everything undergoes rigorous scrutiny by specialized departments,” says Thiago de Marco, Gravitaslabs’ Head of Brand Strategy & Partnerships. “It’s a huge undertaking – even before getting to the cars. For that level of customization and core integrations, brands need total control, which you only get when you fully own your platform.”
The problem: building a fully bespoke virtual world from scratch is expensive and time-consuming. MSquared provided the solution: an off-the-shelf platform with the power, customization, and speed Lamborghini Fast ForWorld needed. “You get several out-of-the-box features that you don’t see elsewhere,” says Thiago. “The Unreal Editor, multiplayer, in-game voice and text chat, emotes… and of course the direct support. MSquared has become a key partner due to its unique solutions and team.”
Thiago also highlights MSquared’s high level of concurrent users and its browser-based delivery: “At the current stage of our roadmap, we are not natively building for consoles with pre-downloadable content – Fast ForWorld is web-based. High-fidelity assets need to load on the fly.” He also notes the importance of brand trust: “Brands with such a valuable heritage and relevance would never place original 3D files and data of its core products on platforms they don't own. And using MSquared also means Automobili Lamborghini fully owns all data and analytics.” In other words, MSquared gives brands the freedom to build what they like while empowering them with full ownership – which Thiago calls “vital for Fast ForWorld.”
The road ahead for Fast ForWorld and MSquared
By building on MSquared, Gravitaslabs has helped Automobili Lamborghini create a truly unique digital platform while driving innovation across the automotive industry. Fast ForWorld is no mere virtual showroom. It’s a dynamic platform that connects customers, engages new audiences, and opens the door to future brand partnerships. By prioritizing ownership and control, Automobili Lamborghini is leading the digital innovation race, and setting new standards for brand engagement. And it’s only just getting started.
While Fast ForWorld access is currently only available for a few thousand gaming and digital collectible holders, parts of the virtual world will soon open to the public in different activations. “MSquared’s support for a large number of concurrent users will be instrumental in giving many more people this really positive, high-fidelity experience proposed by Automobili Lamborghini,” says Thiago. “We’re looking forward to strategically expanding the access to the platform to even more people worldwide, following the progression of our roadmap.”
