F1 Arcade: what is the new business that Liberty Media is betting on?. "Eat, drink, race, and earn": this is how the new experience called F1 Arcade is presented.

What is F1 Arcade
F1 Arcade can be described as a fast-paced startup that opened its doors in late 2022 in London, in a stunning location overlooking St. Paul’s Cathedral. The core of the project is offering fans the experience of a driving simulator, but involving them at multiple levels. “Eat, drink, race, and earn. From Rookie to Elite, everyone can choose their own level. This means that even an absolute beginner can challenge a professional expert. Gather your group of friends, have a cocktail, get behind the wheel, and experience the thrill of a social game. Are you ready to enter the passing lane?” – we can read of the official website.

Formula 1 has licensed the use of its name to the creators of this ambitious project, Kindred Concepts Limited from London. However, F1 Arcade’s spacious venue doesn’t just feature classic simulators (Vesaro V-Zero), but also games to improve reflexes like Lights Out or React. Participants will enter a sort of closed economy, earning ‘arcadians,’ the currency designed to motivate enthusiasts. These arcadians can be converted into drinks, other games, used to enter prize draws for F1 race tickets, merchandise, and exclusive events. Arcadians can be purchased at the dedicated Hub, won by competing in the simulator, or earned within a loyalty program. Alongside the gaming aspect, there is also a food and drink experience, with dishes from around the world, accompanied by champagne, cocktails, fine wines, and beers.

Targeting America
The plan is extensive and includes the opening of 30 locations in the next five years, with locations already identified in the United Kingdom, United States, Asia, Europe, and the Middle East. The starting point, as mentioned, was London (December 2022), which will be followed by Birmingham (November 2023), and then they will move to the United States, specifically Boston, in early 2024. Given the great success Formula 1 is experiencing in the United States, there are significant plans in the country. F1 Arcade in Boston will have 69 simulators, and over twenty permanent locations will be opened in the next five years, with the goal of further engaging the American audience.

A Shower of Dollars
Just recently, F1 Arcade announced that it has gathered a group of investors and raised a whopping $38 million. Among them are Liberty Media and Formula 1, demonstrating a strong commitment to the project. Well-known figures from the racing world, such as Zak Brown (CEO of McLaren) and drivers Lando Norris (McLaren) and Logan Sargeant (Williams), are also among the investors.

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The London venue has already achieved tremendous success, with approximately 8,000 fans visiting every weekend. They have even introduced “Watch Parties,” creating gatherings for fans to watch Formula 1 races together. However, these “Watch Parties” are not exactly cheap: a general admission ticket costs £39 ($45), a front-row seat with real-time data and a glass of Ferrari Trento costs £69 ($80), and attending an exclusive area with food and drinks comes with a price tag of £109 ($127). However, those who decide to try the simulator experience should know that, paradoxically, they won’t be competing with the official F1 game (developed by Codemasters and produced by EA Sports). The simulators use rFactor2 instead.