Porsche’s involvement in sim racing is a natural extension of its deep-rooted motorsport heritage, according to Nina Braack, Manager Esports at Porsche Motorsport.
In an interview, Braack highlights how sim racing connects Porsche with a young, tech-savvy audience and strengthens the brand by allowing global users to experience the thrill of Porsche vehicles digitally.
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“Sim racing reaches an audience outside traditional motorsports, creating new connections and deepening brand loyalty,” says Braack.
She emphasizes that esports, particularly sim racing, is part of the broader gaming industry, which generates more revenue than the film and music industries combined. “It’s a global phenomenon, with markets like the USA and China playing a significant role, just as they do for Porsche.”
Germany’s pivotal role in gaming, with events like Gamescom and companies like ESL based there, makes it a central hub for esports. Sim racing, in particular, aligns well with motorsport due to the similar physical and mental demands placed on athletes.
For example, sim racers must exert physical effort, such as handling steering feedback, and face similar mental challenges as their real-world counterparts.
The Porsche Coanda Esports Racing Team mirrors Porsche’s real-world racing operations, featuring a professional structure including performance coaches and media teams. Based in Gronau, Germany, the team benefits from access to cutting-edge simulators and even shares a flat to foster teamwork.
Training is intense for sim racers, who can practice at any time without the limitations of physical tracks, logistics, or costs. Some, like Tim Heinemann, have successfully transitioned from sim racing to real motorsports, bypassing traditional, costly routes.
Porsche’s sim racing efforts culminate in events like ESL R1, the premier sim racing competition, and the Porsche TAG Heuer Esports Supercup. Sim racing also plays a role in the development of both racing and road vehicles, offering a sustainable and resource-efficient alternative to traditional testing.
“Porsche is a genuine works team in sim racing, aiming for the highest level of competition,” says Braack, affirming that their primary goal is winning, which drives every decision.
Nina Braack, who joined Porsche in 2022, leads the Porsche Coanda Esports Racing Team, which quickly claimed titles in the ESL R1 sim racing series.
Source: How Sim Racing Enhances Brand Strength and Aids Development: Insights from Nina Braack
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