Forza Motorsport 7 is now available exclusively for Xbox One and Windows 10, much to the delight of racing enthusiasts and car brands everywhere. To promote its latest racing game, Microsoft focused on the fast beauty of its vehicles.

Porsche even unveiled the 2018 Porsche 911 GT2 RS during Microsoft’s E3 2017 press conference to promote Forza Motorsport 7—marking the first time a vehicle had been debuted at the show. Porche is also a sponsor of the game’s esports series, the Forza Racing Championship.

Peripheral manufacturer Scuf has teamed up with Porsche and Forza developer Turn 10 Studios to design a new limited edition controller bundle. Inspired by the Porsche 911 GT2 RS, the Scuf Forza Elite controller features an exclusive silver finish, red and black racing stripes, black carbon fiber accents and real Alcantara leather handles. The limited edition bundle comes with a Scuf-branded 1/43 scale model of the 2018 Porsche 911 GT2 RS.

With its photorealistic graphics and down-to-the-stitch recreated car interiors, the Forza brand has made a name for itself among both car and video game fans. The series’ photo mode has resulted in some beautiful photos worthy of any magazine, and Forza holds regular competitions.

Motorsport lifestyle brand Hoonigan teamed up with Forza game developer Turn 10 Studios to bring digital versions of some of its most iconic vehicles into Forza games. Those who pre-ordered Forza Motorsport 7 digitally received the add-on for free in Forza Horizon 3 immediately and in Forza Motorsport 7 upon launch. The pack is also available for standalone purchase.

Cross-promotion included livestreams of the Hoonigan cars in-game, and the Forza Horizon 3 Hoonigan Car Pack was featured in episodes of Hoonigan’s Daily Transmission show.

Universal seized the opportunity to market one of its most popular franchises alongside Microsoft’s latest racing game. Ten hero cars from the Fast & the Furious film series were recreated in Forza Motorsport 7 in a special Fate of the Furious car pack. The pack is included with the Deluxe or Ultimate Editions of Forza Motorsport 7 and is also available for purchase on its own.

Two years ago, Microsoft released a spin-off game called Forza Horizon 2 Fast & Furious that served a standalone branded promotion, and the publisher’s relationship with Universal appears to be going strong.

On Monday, Xbox hosted a Forza Motorsport 7 launch party at Los Angeles’ Petersen Automotive Museum that featured competitions, pro racers, movie stars and more.

Microsoft has been showing off Mixer, its Xbox livestreaming service, with daily streams that include previews of upcoming games. For the launch party, professional drivers Tanner Foust and Josef Newgarden went head-to-head on the digital track. Foust is a former champion in both Global Rallycross and Formula Drift, and Newgarden was recently crowned IndyCar Champion. Both are fans of the game and served as consultants in the development of Forza Motorsport 7.

Newgarden set the bar high with his first lap time in the game and is challenging the Forza gaming community to do better. The Bounty Hunter Rivals event is going on now in Forza Motorsport 7 Rivals mode.

Speaking of competition, a series of video ads pitted gaming influencers against pro racers and celebrities, each discussing their strategies for winning (or lack thereof.) Participants included comedian Adam Carolla and professional driver Ken Block.

As of December 2016, the Forza game franchise has earned over $1 billion at retail, making it the best-selling racing franchise of this console generation, according to NPD. Over three million players joined the Forza Racing Championship alone.