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2K Drive
Lucid Studios wants you to get your head in the game, via 2K Drive's Race Face feature. After you snap a pic of your face via your iOS device's camera, it's converted into a skin for your in-game avatar. That's just one of the things covered in the game's second dev diary.
Customization goes beyond the person in the driver's seat, too. Players can purchase temporary upgrades for their cars between races, such as providing better tire grip around turns or faster acceleration. As with many mobile games, there are two in-game currencies, one of which is considerably more rare. If you want permanent upgrades to your cars, you're going to need to save up gold coins.
For more information on the game, take a look at the previous dev diary. It shows off the game's car soccer mode.