Formula 1 to launch new simulation experience centers

Bringing racing together in a social environment, the plan is to open a range of new leisure complexes with high-tech simulators that will host friends, family and corporate events.

The centers will accommodate up to 60 simulators and guests will have the option to choose from a variety of racing modes suitable for all skill levels.

The simulators will run on a bespoke update to rFactor2 and feature the latest laser scanned tracks, cars and physical models.

Development work on the software is currently underway at the Studio 397 game headquarters, with the company part of Motorsport Games.

With an official venue licensing agreement in place with F1, the first center is set to open at the One New Change center in London at the end of this year.

It is hoped that Race Centers will expand to feature in up to 30 cities around the world in the long term, including the UK, US, Western Europe, Middle East and Asia.

Ben Pincus, F1 Commercial Partnerships Director, said: “We are delighted to partner with best-in-class operators on this global opportunity, which will create an incredible entertainment experience for global audiences and an unmissable venue for Formula 1 fans and non-fans.

“The racing simulators will bring the experience of driving a Formula 1 car to life in a high-octane, stylish and fun environment, giving more people the opportunity to have fun and connect with the world of racing. F1.”

The plan was crafted by Adam Breeden, who has pulled off similar sports-themed leisure experiences including Puttshack, Flight Club, Bounce, All Star Lanes, and Hijingo.

He set up the company Kindred Spirits to manage the project, which is backed by investor Imbiba and F1 itself.

Speaking about the deal, Breeden explained, “When people come to one of our locations, we have to wow them, and this new concept is going to take their breath away.

“With our knowledge of creating world-class concepts and operations and the strength of the F1 brand, we will break down the barriers of competitive socialization, marrying cutting-edge technology, a premium F&B offering and a visually stimulating, with the unparalleled glamor and excitement of F1, to create an unforgettable and adrenaline-filled experience.

Dmitri Kozko, CEO of Motorsport Gamessaid the gaming experience would be as realistic as possible in F1.

“We are honored to work with Kindred Concepts and Formula 1 to help successfully launch this cutting-edge gaming experience,” he said. “Motorsport Games prides itself on the authenticity and realism brought to each of our games and the simulators on this site will be no different.

“We look forward to every guest having a realistic feel of driving a Formula 1 car in these state-of-the-art simulators in this unique setting.”

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