Toyota launches branded Yaris game on Xbox Live

Brand-supported and free to Canadian gamers, this drive-and-shoot experience integrates customizable cars and characters from Yaris ads.

Toyota Yaris launched a brand-supported game free for downloading on the Xbox Live Arcade service last week. The dodger/shooter driving game will be free for downloading in Canada and the US for one full year. Popular characters from Yaris ads show up throughout the game, including a Mexican wrestler and a gasoline spider.

The game puts players behind the wheel of a customizable Toyota Yaris to compete on an obstacle course and destroy enemies with an arsenal of weapons. The game also has a multi-player feature that lets gamers challenge each other for the best time and score.

In August, Xbox Live had about 500,000 subscribers in Canada. In July, Canadian gamers played about 11.5 million gaming sessions over more than five million hours. Those users sent about 375,000 messages across Xbox Live Canada per day in July.