Evolution Studios’ upcoming PlayStation 4 racing video game, DriveClub gets new gameplay footage, courtesy of Channel 4.

“PlayStation has paired up with Channel 4 to deliver an exclusively tailored and engineered launch campaign starting November 22. KentLyons were asked to drive innovation within ad breaks and plant PS4 in the minds of viewers in the lead up to its launch.

“To emphasize the pairing we created bespoke versions of Channel 4′s iconic on-air marketing idents using gameplay from exclusive PS4 game DriveClub.

KentLyons and 4Creative worked with the Evolution to generate the idents from within the game-engines themselves. They will feature at the beginning and end of selected ad breaks from November 28.”

“DriveClub is a game to play in real clubs. It’s about friendships and rivalries and team-based racing, together in the world’s best supercars on the world’s most breath-taking roads – all rendered in cutting edge next-generation graphics.

The game links to a companion app on smartphones and tablets, where players will have ’24/7 untethered access to their club’. The app also gives you access to set up race challenges and share them into the public for players to complete, or organize huge tournaments of thousands of players.”

DriveClub is set to release in early 2014 for PlayStation 4.