The next level gaming studio that enhances McLaren’s appeal in Formula 1

Gaming may still turn up their noses at some motorsport purists – but while racing itself is not “real”, its value to the motorsport business is clear and obvious. It brings in tech sponsors who want to be more than just stickers on a car and, perhaps more importantly, for the bigger picture, it provides an alternate entry point for new fans … and sometimes new competitors too.

McLaren was one of the first Formula 1 competitors to hit the esports scene with a purpose, partnering with the World’s Fastest Gamer program in 2017. The eventual winner Rudy van Buren competed in the annual Race of Champions with Lando Norris in the real world. and spent a year as the official McLaren simulator driver. McLaren then started its own esports program, the McLaren Shadow Project, a competition that offered prices ranging from racing gear and factory tours to a seat on McLaren’s own F1 esports team.