F1 Arcade Prepares For Boston Arrival With Major Backers

A new European concept is set to take over America, beginning in 2024. With the documented rise of Formula 1’s popularity in the United States after the NetflixNFLX series “Drive to Survive,” a brand-new racing-themed arcade is coming to Boston and beyond.

“In 2020, we were beginning to think of something experimental with F1,” Adam Breeden, the CEO of the new F1 Arcade, said. “What we did was we created a spoke game — the only other F1 game that is outside of the PlayStation and Xbox consoles — so people can come race. We have different skill levels and the A.I. helps you to different degrees.”

The arcade’s concept, which includes having consumers compete on realistic Formula 1 simulators, debuted in St. Paul’s, London in late 2022. A second location is opening in Birmingham this November prior to the F1 Arcade’s launch at the Boston Seaport in the spring of 2024.

Just weeks after the announcement that the F1 Arcade is coming to Boston next year, the group managing the project announced a nearly $38 million investment in the program. Among the new investors who are confirmed include McLaren Racing CEO Zak Brown, McLaren’s Lando Norris and Williams Racing’s Logan Sargeant. Liberty Media, which owns Formula 1, is also an investor in the F1 Arcade.

“I’ve already brought three of my concepts to the U.S., and all of them have been phenomenally successful in the U.S.,” Breeden, who manages the venture firm Kindred Concepts, said. “At the end of the day, racing in a simulator is the same anywhere around the world, whether you’re in America, China or Africa.

“What I’ve done is I’ve tailored the food and beverage offering specifically for the local market. We’re working with the teams to bring in historic pieces of memorabilia to feature.”

F1 Arcade’s lofty goal includes the plan to open over 30 locations globally by the end of 2027.

The expansion of the arcade concept comes after the Miami Grand Prix sold tickets to 270,000 fans over three days. And the upcoming Las Vegas Grand Prix is selling tickets at an unfathomable rate.

“F1 themselves continues to invest,” Breeden said. “It’s not just the teams and drivers, but it’s the race promoters, and they see it as a new opportunity to activate their partnerships and engage with fans.

The F1 Arcade’s simulator is utilizing technology from an in-house tech team that worked in collaboration with Formula 1 and Studio 397, a subsidiary of Motorsport Games. Motorsport Games has undergone significant changes this year, with Dmitry Kozko stepping down as CEO in April. Stephen Hood was subsequently announced as the firm’s new CEO. The leadership change came after the firm announced in January a debt-for-equity exchange with Motorsport Network.

Breeden also founded other sports-based concepts, including Bounce, Flight Club, Puttshack…