Celebrated British model and television celebrity Emma B has been unveiled as the new face of computer simulation Formula One 04 during a glitzy launch for the game in London.

As part of the build-up to the forthcoming British GP, the capital's Studio Nineteen was transformed into an F1 set - with the help of Jaguar Racing - to promote the advent of the only official 'game of the 2004 season' to be exclusively licensed by Formula One Administration Ltd. Produced by Sony Computer Entertainment, Formula One 04 will be available, initially, for the PlayStation2 platform, with others to follow.

"The event brings some added spice to the world's most spectacular sport," David Wilson, head of PR for Sony Computer Entertainment UK said of the launch, "In true F1 style, we wanted create a fun and glamorous way to launch Formula One 04 for PlayStation 2. Emma B was a natural choice to add that all-important allure."

Having found fame as a model for designers such as Chanel, Dior and Jean Paul Gaultier, Emma B will shortly return to UK television screens, starring in Sky1's Celebrity Fear Factor programme.

"The launch of the Formula One 04 game has given me a fantastic opportunity to get closer to the glamorous world of Formula One," she commented, "PlayStation 2 and Jaguar Racing have invited me to this year's British GP, so I'm looking forward to seeing some great behind-the-scenes action."

Formula One 04 will be released at the end of July, and will be the only game to feature this season's drivers and cars, complete with all official sponsors and racing on all 18 tracks, including the brand new venues in Bahrain and Shanghai.