Subscribe

Sign up for free

  • Get quick access to your favorite articles

  • Manage alerts on breaking news and favorite drivers

  • Make your voice heard with article commenting.

Autosport Plus

Discover premium content
Subscribe
GPR NOV 21 Shadow 5
Autosport Plus
Special feature

The next-level gaming studio boosting McLaren's F1 appeal

One of the first F1 teams to enter the gaming space, McLaren is taking its commitment to Esports to another level by building a high-tech facility in its Woking HQ. STUART CODLING delves into the McLaren Shadow Studio

Gaming might still cause some motorsport purists’ noses to wrinkle – but, while the racing itself isn’t ‘real’ as such, its value to the business of motorsport is clear and obvious. It brings tech sponsors who want to be more than just stickers on a car and, perhaps even more importantly to the bigger picture, it provides an alternative entry point for new fans… and, sometimes, new competitors.

McLaren was among the first Formula 1 competitors to hit the Esports scene with a purpose, partnering with the World’s Fastest Gamer programme in 2017. Eventual winner Rudy van Buren went on to compete in the real world at the annual Race of Champions with Lando Norris, and spent a year as McLaren’s official simulator driver. McLaren then formed its own Esports programme, the McLaren Shadow Project, a competition which offered prizes ranging from racing kit and factory tours to a seat in McLaren’s own F1 Esports team.

Previous article Tost: Tsunoda did nothing wrong in Mexico F1 qualifying fracas
Next article Hamilton will “work as a team” with Bottas at Mexico GP start

More from GP Racing

Why Mohammed Ben Sulayem believes his mission to create a strong FIA is so important

Why Mohammed Ben Sulayem believes his mission to create a strong FIA is so important

Plus
Plus
F1 Formula 1
Why Mohammed Ben Sulayem believes his mission to create a strong FIA is so important Why Mohammed Ben Sulayem believes his mission to create a strong FIA is so important
The military precision involved in bringing F1 broadcasts to life

The military precision involved in bringing F1 broadcasts to life

Plus
Plus
F1 Formula 1
Saudi Arabian GP
The military precision involved in bringing F1 broadcasts to life The military precision involved in bringing F1 broadcasts to life
The science behind determining F1 suspension set-ups

The science behind determining F1 suspension set-ups

Plus
Plus
F1 Formula 1
The science behind determining F1 suspension set-ups The science behind determining F1 suspension set-ups
Why star-struck Alpine F1 drivers aren't the biggest beneficiary of Zidane's wisdom

Why star-struck Alpine F1 drivers aren't the biggest beneficiary of Zidane's wisdom

Plus
Plus
F1 Formula 1
Why star-struck Alpine F1 drivers aren't the biggest beneficiary of Zidane's wisdom Why star-struck Alpine F1 drivers aren't the biggest beneficiary of Zidane's wisdom
The factors that explain F1’s uniquely conservative driver choices for 2024

The factors that explain F1’s uniquely conservative driver choices for 2024

Plus
Plus
F1 Formula 1
The factors that explain F1’s uniquely conservative driver choices for 2024 The factors that explain F1’s uniquely conservative driver choices for 2024
Who will lead the Mercedes F1 resurgence in 2024?

Who will lead the Mercedes F1 resurgence in 2024?

Plus
Plus
F1 Formula 1
Who will lead the Mercedes F1 resurgence in 2024? Who will lead the Mercedes F1 resurgence in 2024?
The Verstappen standard McLaren wants Norris to reach in F1 2024

The Verstappen standard McLaren wants Norris to reach in F1 2024

Plus
Plus
F1 Formula 1
The Verstappen standard McLaren wants Norris to reach in F1 2024 The Verstappen standard McLaren wants Norris to reach in F1 2024
How Steiner’s exit underlines the changed role of F1’s team bosses

How Steiner’s exit underlines the changed role of F1’s team bosses

Plus
Plus
F1 Formula 1
How Steiner’s exit underlines the changed role of F1’s team bosses How Steiner’s exit underlines the changed role of F1’s team bosses

Sign up for free

  • Get quick access to your favorite articles

  • Manage alerts on breaking news and favorite drivers

  • Make your voice heard with article commenting.

Autosport Plus

Discover premium content
Subscribe