Music & Games

Competitive socializing, e-sports fuel ‘simrace’ growth

The ability to offer a package of experiences, and not just focus on one approach, is a vital element of the versatility needed in this emerging sector.

Image: Adobe Stock.

October 2, 2023 by Kevin Williams

Racing simulators, a time honored tradition in the amusement industry, are making inroads driven by the growth of e-sports, competitive socializing and racing tournaments.

The competitive socializing factor on the "simrace" scene was recently demonstrated by the opening of Vrroom Brighton in Brighton, U.K., a themed virtual race room, which comprises 12 motion simulators supported by the venue and a motorsports themed bar. The bar is used for a new aspect of the social entertainment mix of holding "watch parties" — linked to the motorsports races.

The ability to offer a package of experiences, and not just focus on one approach, is a vital element of the versatility needed in this emerging sector, allowing the audience to define the utilization of the space, and fighting to keep the experience fresh, rather than fixated on one approach.

F1 Arcade steps forward

The new F1 Arcade outside of London features 53 Vesaro racing simulators within the 11,000-square-foot unit. There is a focus on the food and fun approach, with cocktails and F1 branding.

F1 Arcade also announced its first U.S. venue will be Boston, in the iconic Seaport District, in a 16,000-square-foot location which will comprise 69 race simulators, scheduled to open in early 2024. This will be the first of 20 to 30 permanent locations scheduled for opening from the brand, all over the next five years. Investment is under way towards game development with "all-venue racing" (network play) coming soon. The company announced the raising of some £30 million ($36.6 million), part of plans for the international rollout, with plans to open 30 locations globally by the end of 2027. This round of investment is led by Liberty Media and Formula 1, with participation from investment firm Imbiba.

A success element seen across the simrace scene are the "watch parties"— seeing motorsports' live coverage being screened at the venues, gathering crowds to watch and enjoy the hospitality.

These events can also act as promotional tools, showcasing the venue, while also at the same time feeding off the dedicated social media database that all competitive social venues amass.

Appeal goes beyond sports

The concept is seen in other social entertainment venues beyond just sport, such as War of the Worlds from Layered Reality, which recently announced a Eurovision 2023 watch party in support of the final, offering a one-of-its-kind experience, with a special reservation.

In London, the Williams Racing team ran what was called the Piccadilly Fan Zone in an unused retail unit. This coincided with the U.K. F1 racing event and offered a watch party opportunity — as well as race simulation e-sports competition.

A few weeks later the Goodwood Festival of Speed, the U.K.-based event which celebrates classic and modern motorsports, included several booths which saw one of the largest collections of race car simulators on display for the massed audiences.

Companies such as Pro Racing Simulator and Motorsports Games displayed systems at booths for Kwik-Fit and Hyundai. The racing rigs offered competitive simulation in a new attraction alongside the live racing and vehicle exhibits of the festival.

Prepping the LBE scene

High-quality race simulators dedicated for location based entertainment deployment have also seen several professional and prosumer simulator manufacturers apply their arts.

In Las Vegas, Base Performance revealed it will be working with the Area15 operators to install a setup of its Phoenix race simulators within the venue in time for the Las Vegas F1 Grand Prix in November.

The simulator installation — called the Grand Prix Racing Sim — will comprise several of the race simulators, with networked racing content that includes a mapped course of the planned Las Vegas F1 circuit.

The advanced configuration is being developed to offer both head-to-head competition and the ability for racers to compete with AI-controlled NPC competitors.

The Base Performance race simulators have been especially configured for LBE application, as well as the work they do in professional and prosumer sales, including the first U.S. FEC installation of the platform at the Andrette's Orlando facility. For the sake of transparency, Stinger Report owner Spider Entertainment works directly with Base Performance, as well as other leading technology providers.

Competitive socializing and e-sports are clearly taking the simrace scene to new heights.

(Editor's note: Extracts from this blog are from recent coverage in The Stinger Report, published by Spider Entertainment and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)

About Kevin Williams

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Along with advisory positions with other entrants into the market he is founder and publisher of the Stinger Report, “a-must-read” e-zine for those working or investing in the amusement, attractions and entertainment industry. He is a prolific writer and provides regular news columns for main trade publications. He also travels the globe as a keynote speaker, moderator and panelist at numerous industry conferences and events. Author of “The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities,” the only book on this aspect of the market, with the second edition scheduled for a 2023 release. 

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