<p>-
- How F1 aims to enter its 'biggest untapped market' with new arcade experience</p>
<p>Sara BelcherJune 29, 2025 at 11:16 PM</p>
<p>Listen and subscribe to Sports Report on Apple Podcasts, Spotify, or wherever you find your favorite podcasts.</p>
<p>Formula One racing has become increasingly popular in the US, and F1 is looking to appeal to more than just racing fans with the rollout of F1 Arcade locations across the country.</p>
<p>F1 Arcade, which entertains guests with live racing simulators and a variety of food and drink, has already opened locations in three US cities this year, and it plans to open three more. Residents in Boston, Las Vegas, Denver, Austin, Philadelphia, and Washington, D.C., will have the opportunity to dive into the newest experience.</p>
<p>F1 Arcade global president of development Jon Gardner said on Yahoo Finance's Sports Report podcast that the US is currently "the biggest untapped market" for F1.</p>
<p>In Las Vegas alone, those who attend F1 events spend an estimated four times as much as other Vegas visitors. Liberty Media (FWONB) has also inked a 10-year, $600 million deal, bringing the internationally popular races to the city.</p>
<p>Gardner emphasized that partnerships like this and interactive experiences, like F1 Arcade, will only help expand F1's reach and build a bigger audience.</p>
<p>"You might not be interested in Formula One, but you might be interested in the driver or what they're interested in, and then that's your gateway into this," Gardner said. "[Formula One is] putting a lot of resource and capital behind the US. I think they see us as a matter of funnel for them, attracting the F1 fans with the non-F1 fans who, again, might want a night out, might want to do something fun that they have not done before. And then that creates more interest in the overall sport."</p>
<p>Gardner discussed how the partnership with the increasingly popular racing brand has a wider appeal.</p>
<p>"This is not just for F1 fans," Gardner said. "Yes, we want F1 fans to come here, but this is for people that want a new experience and to try something they've not had before."</p>
<p>He explained that F1 Arcade is marketed toward a more general audience for "date night, group events, [and] social events." And the pursuit of non-fans has guided F1 Arcade's strategy when choosing new branch locations.</p>
<p>Gardner said F1 Arcade isn't necessarily "shying away" from markets where F1 already has a following, but at the same time, "It's also looking where the right location is in the right time." He continued, "We have big sites; they're not the easiest to find. ... So finding the right partners from a landlord, finding the right deal structure, and then finding the right area that we feel like we can get involved in, in a deep way, all those things come together to create where we end up."</p>
<p>A general view of F1 X at Grand Prix Plaza during a VIP preview of the world's largest Formula One attraction in Las Vegas. (Denise Truscello/Getty Images for Grand Prix Plaza) (Denise Truscello via Getty Images)</p>
<p>Gardner thinks the F1 Arcade can cater to American consumers' desire for unique experiences, drawing a wide audience for a few memorable visits rather than creating more consistent customers. Between 2019 and 2023, Americans increased their spending on experiences by 65%, according to Forbes.</p>
<p>"We [want] people to come back, and that repeat [customer] is very important to us, but ultimately they're not coming back to us 30 times a year, right?" Gardner said. "So they come back to us three, four times a year, that's amazing. But they're going to fill other weekends and other date nights out going other places."</p>
<p>Ultimately, Gardner feels the memorable experience the F1 Arcade offers will draw fans and non-fans alike.</p>
<p>"I also think people want new experiences," he said. "I think attention spans are getting shorter, people want to be able to interact, and they're not going into the office maybe as they used to. So people are finding ways to connect with colleagues and their partners and find something to do while they're having a drink or having food."</p>
<p>Every Thursday, Sports Report with Joe Pompliano coaches you through the latest sports business news so you can play the financial game for financial gain. You can find more episodes on our video hub or watch on your preferred streaming service.</p>
Source: AOL Money
Source: AsherMag
Full Article on Source: Astro Blog
#LALifestyle #USCelebrities