Game Entertainment Europe has officially launched Hovorun's open beta, Europe's first casual online multiplayer racing game.

Hovorun is a 3D casual racing game developed by Korean game developer Lots Entertainment. The game is a Free2Play game and the game client can be downloaded for free.

"Hovorun has a wide appeal to the European target group who love to play casual games. With this Open Beta, we want to get gamers in Europe to provide their feedback and help us improve our services for the game," said Richard van Barneveld Hovorun, CEO , Game Entertainment Europe,

"A revolutionary feature of this game is that it includes a real time dynamically profiled advertising mechanism that can be controlled by the advertising handling companies themselves. Beside this feature it is possible to handle all kinds of advertising methods ranging from sponsored items to entire branded race tracks", said Jurriaan van Rijswijk, CCO of Game Entertainment Europe.