More and more automakers are interested in the synergy between gaming, or virtual games, and mobility issues. Also how these two industries can cooperate in the future in providing solutions around vehicles and even in the quality of driving.
An approach to all these issues among the millions of players who enjoy racing games and this industry are esports, and Ford plans to materialize it with its first competitive team, Fordzilla.
After the last Gamescom video game fair in Europe, the American automaker began to recruit virtual brokers for your national teams from France, Germany, Italy, Spain and the United Kingdom, as well as for their "European Team", a sort of selected that will integrate the star gamers of each country.
“At Ford, the competition is in our DNA. Now is the time to take that experience and turn it into the world of esports, capturing the imagination of a new generation of virtual pilots and inspiring them to ride in one of our Ford Performance vehicles, ”said Roelant de Waard, vice president of Ford Europe , in the framework of the launch.
The initiative to start participating in the competitive world of electronic sports (esports) is based not only on the commercial aspect, but also on its audience. In 2019, this global market is expected to generate earnings of 1.1 billion dollars, 26.7% more than in 2018; the viewers will reach 453.8 million, among which 201.2 million are video game enthusiasts and 252.6 million are casual. Contrary to popular belief, the average player is around 30 years old.
"The distinction between the real and virtual world is being erased. Gaming is a part of our culture. Virtual players daily challenge race drivers in real life and many of our daily activities are “mediated”, from the use of apps for physical training to loyalty programs, in which the consumer adds points to redeem them for coffee, ”said Amko Leenarts, Ford Europe Design Director, in the release statement.
In 2017, Ford became the first manufacturer to participate with a stand at Gamescom, which brings together more than 1000 exhibitors, who in turn attract hundreds of thousands of visitors year after year.
Among the games in which Fordzilla will compete, is the winner Forza Motorsport 7, developed by Turn 10 Studios and distributed by Microsoft Studios for its line of Xbox One consoles, as well as in Windows PC It is the best selling franchise of racing games and home to one of the largest virtual pilot communities in the world. Millions of people around the planet play Forza and 1 million players choose Ford vehicles to compete.