Real FX Racing has been pulling in the crowds at The Gadget Show Live this week.
Vivid Imaginations chose the event as the first consumer launch for the product, giving kids, teens and adults the chance to get up close and personal with the new slotless AI racing offering.
"It's been a huge hit," said Dr Graeme Taylor from Wow Labs - the Real FX development company spun out from Wow Stuff. "At 9.23am on the first day, Vivid's marketing director Mary Wood, sent us a note to say 'the doors have only just opened to let consumers in and the Real FX area is already busy'. At 2.30pm, she wrote 'Real FX has been the busiest area'.
"As the video shows, the proof of the pudding is in the racing. Just look at the kids' reactions. Incredible.
"I love the kid at about 35 seconds of the video as his mum is trying to get him to put the handset down and he just can't.
"We have seen this is our early testing so many times so it's great to see the product having the same effect. We set out with the very focused aim, to engineer the most absorbing and realistic racing system outside of the real thing. We were never going to be the judges of that, but it looks like the kids have spoken."