Formula One Adds To Digital Offering
Formula One is continuing to invest in fan engagement after agreeing a new partnership with technology company VirtTrade.
The latest agreement will see the tech firm become an official digital partner of Formula One, launching the sport’s first trading card game.
The app – initially available on iOS devices, with android to follow next month – includes collectible images of drivers, tracks, teams and action from the race calendar with specific ‘live’ day and date content available during every race weekend.
The race calendar will be the focus of most of the digital activity, while metagames within the app aim to provide continued engagement between race weekends, as well as during the off-season.
According to the tech organisation, social and community will also play a significant part in the user experience.
Adam Crothers, head of digital new business for Formula One, said: “VirtTrade offers F1 a new and alternative take on presenting our mix of content, as well as a new entry point for fans. We think their unique take on collectibles gamification will be a hit with our current fan base too and the product offers a game-type environment that isn’t simply simulation based.”
Ross Walker, chief commercial officer at VirtTrade, added: “We have long coveted F1 and the opportunity the brand presents for a digital collecting experience, and we look forward to helping F1 and its owners enter a new space to engage fans and drive revenue streams.”
