Formula One (F1) and Kindred Concepts have announced a partnership that will create an immersive F1 racing simulation and gaming experience, with venues catering to the masses in a unique global license agreement.

The long-term partnership will see more than 30 venues created, with planned locations in the UK, the US, Asia, Europe and the Middle East.

Kindred Concepts founder and chief executive officer, Adam Breeden, said: “With our knowledge of creating best-in-class concepts and operations and the strength of the Formula One brand, we are going to break barriers in competitive socialising, marrying cutting edge technology, a premium F&B offering, and a visually stimulating setting, with the unrivalled glamour and excitement of F1, to create an unforgettable, adrenaline-fuelled experience,” Breeden said.

An in-house tech team from Kindred Concepts will also work closely with Studio 397, a branch of Motorsport Games, to build an experience that’s inspired by Studio 397’s game, rfactor 2.

Additionally, up to 60 motion racing simulators will be designed for the One New Change site in London, where guests will be able to race against each other in a number of different racing modes, different car modes will also be available to cater to different ages and abilities.

Commenting on the partnership, Motorsport Games chief executive officer, Dmitry Kozko, said that Studio 397 is honoured to work with both companies to create a cutting-edge gaming experience.

“Motorsport Games prides itself on the authenticity and realism brought to each of our games and the simulators at this venue will be no different,” Kozko said.

“We look forward to each guest getting a true to life feel of driving a Formula One car in these state-of-the-art simulators in this unique setting,” he said.

F1 director of commercial partnerships, Ben Pincus, added: “The racing simulators will bring to life the experience of driving a Formula One car in a high-octane, stylish and fun environment, giving more people the opportunity to enjoy and get closer to the world of F1.”

The move comes after McLaren Racing created a dedicated esports facility at the McLaren Technology Centre last year, after they gained support from a number of commercial partners such as: Alienware, Logitech G, Splunk, Tezos and QNTMPAY.

F1 has already embraced esports, with COVID-19 being a catalyst to the growth of their esports competition, but McLaren Racing’s Lindsey Eckhouse told the BlackBook that she believes F1 needs to focus on the grassroots level to maximise its engagement.

“Now, it’s really on people like Dell Technologies and McLaren Racing to ensure that esports doesn’t lose sight from the general public,” Eckhouse said.

“As much as we can do from a grassroots perspective to ensure that there is this level of engagement as a curriculum and has this similar platform to traditional sport or entertainment, I think the better because then it ensures that esports becomes kind of more on par as a mainstream avenue for people to take,” she added.