Can Volvo's "game" work?

As we reported back in November, automaker Volvo will be distributing 100,000 copies of a new promotional Xbox brochure/game. The pseudo game, entitled Drive for Life, will place drivers on test courses featuring a variety of Volvo models to choose from.

John Neu, eBusiness manager at Volvo, said, "We know from research, when the average person gets a game like this,
they will play it between eight to 13 hours and will share it with family and friends. It's great to have someone playing eight hours with your brand."

It is estimated that the average gamer is now 30 years of age with a median income of $75,000, but can this
advergame lead to higher Volvo sales, if only indirectly?