Source: www.alistdaily.com --- Monday, August 28, 2017
Add Formula 1 to the growing list of traditional sports that are using esports as a way to connect with a younger gaming demographic. The NBA, NFL and FIFA also have esports game plans to target millennial and younger fans. Now F1 has partnered with esports league Gfinity to turn Codemasters’ bestselling F1 2017 game into a virtual sport. Frank Arthofer, global head of digital and new business at Formula 1, told AListDaily that the 2017 F1 Esport Series will be the first year of an annual competition, highlighting a long-term investment in esports and gaming as well as a continued ambition to build a greater connection with wider audiences, especially younger fans. Arthofer has watched as the NFL worked with EA Sports to use Madden as a hook to attract younger NFL fans and he believes that same formula will work for F1. “There’s no better way to invest in a gaming platform than to bring a competition element to it,” Arthofer said. “Although adding a steering wheel to a gaming console doesn’t replicate the physical and mental challenges of real Formula 1 racing, it does nicely mimic the racing experience.” Arthofer believes this commitment to esports over the coming years will help F1 drive commercial value for the sport, providing real long-term opportunities for TV audiences and broadcast rights holders, as well as existing and new sponsors interested in esports. The launch of this first season coincided with the release of Cod ...
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