Marketing

NASCAR sees gaming as more than fan engagement

NASCAR is no neophyte to video games. The motorsports league’s first game came out in 1994, and a variety of developers and publishers have worked with the license in the ensuing decades. It’s with Motorsports Games now, which is the gaming arm of the Motorsport Network.

And there’s a reason why NASCAR has been involved with gaming for so long — it helps the league engage with fans in a way no other media can. And it can pay off, too, as NASCAR’s managing director for gaming and esports Nick Rend explains.

“What we’re seeing is, there’s an increased focus on building community. So we have a framework around culture, and culture leads to content. Content drives community building, community building drives conversation, and conversation leads to commerce. So we have a really long-term mindset in this space.”

See the full interview from the 2022 SBJ Brand Innovation Summit above.

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