Finally, there is a video game for the gamer with the most discerning taste. Game developer, Codemasters and manufacturer of luxury performance race car, BAC Mono, have come together to break the Guinness World Record for the “Most Expensive Video Game Commercially Available – Special Edition“. The Mono edition of Grid 2 is available £125,000 (about 189,775 in US Dollars); it comes with a 170 m.p.h. BAC Mono Supercar.

Is this an indication of a trend in luxury consumer behavior or a simple one-off?

While there are certainly wealthy gamers out there (you can catch Mila Kunis and Snoop Dogg playing Call of Duty and Halo respectively), I wonder if there are many non-celebs in the HNW or UHNW set that take an interest in both performance race cars and video games. Or maybe that’s why there is just one available.

For the right target audience, it’s a pretty sweet deal. Perks that are included (in addition to the Supercar) are::

• A day at the BAC factory, which includes a tour and time spent with technicians to customize the BAC Mono for size and specifications
• A GRID 2: Mono Edition branded Bell Racing helmet
• Race suit, boots & gloves all made to measure in BAC Mono and GRID 2 branding
• A PlayStation 3