Think E3, the big video game conference, and think masses of quasi-nerdy gamers drooling over ultra-high def screens.
They're ecstatic over shoot-em ups, wild about battling demons in fantasy worlds, and aching to explore the edges of space.
And they're nuts about racing cars.
As the OC Register's Susan Carpenter tells us, car companies now see video games as an important arrow in their marketing quiver, and they're hustling to make deals with video game producers.