NASCAR's VP of Interactive and Emerging Platforms shares their approach to gaming.
American motorsports organization NASCAR has been very active in the world of gaming this summer, releasing a new custom map in Fortnite's Rocket Racing and also launching an updated Roblox experience, NASCAR TYCOON.
By releasing its second Roblox experience, NASCAR joins a short list of other sports organizations that have released more than 1 Roblox experience such as the NFL, FIFA and NBA.
In order to learn more about their motivation for being so active in the space, I reached out to Nick Rend, who is leading NASCAR's efforts in this area.
Stephen: What do you do at NASCAR?
Nick: I am the Vice President of Interactive and Emerging Platforms at NASCAR. My role involves leading NASCAR's gaming strategy and spearheading innovative content and fan engagement initiatives across Esports, gaming, and emerging technologies. I work on expanding NASCAR's brand presence on new digital landscapes and driving interactive experiences that connect with fans in non-traditional spaces.
Stephen: What made you decide to bring NASCAR to Roblox?
Nick: Bringing NASCAR to Roblox was driven by the desire to connect with younger audiences and engage with them on platforms where they spend a significant amount of their time. Roblox offers a unique environment that combines gaming and social interaction, allowing us to create immersive experiences that resonate with the next generation of fans. It's about meeting fans where they are and providing them with memorable, interactive NASCAR experiences.
Stephen: Was this the same motivation that brought NASCAR to Fortnite?
Nick: Yes, the motivation was similar. Both Roblox and Fortnite are platforms with massive, engaged communities, especially among younger demographics. By bringing NASCAR to these platforms, we aim to foster brand loyalty and enthusiasm among new and existing fans through immersive, interactive content that reflects the excitement of NASCAR.
Stephen: In your experience, what are the main differences between Roblox and Fortnite?
Nick: The main differences lie in their core functionalities and user engagement models. Roblox is heavily focused on user-generated content (UGC), allowing players to create and share their own games and experiences. This creates a diverse range of content and fosters creativity within the community. Fortnite, on the other hand, is more structured around its core gameplay of battle royale but has expanded into creative modes and live events. Fortnite offers a more curated experience with high production value events, while Roblox thrives on its vast array of user-generated worlds.
How do you measure success on gaming platforms like Roblox and Fortnite? Is it marketing exposure, monetization, or something else?
Nick: Success on gaming platforms like Roblox and Fortnite is measured through a combination of factors. While marketing exposure and community engagement are crucial, we place a significant emphasis on building a vibrant community. We look at metrics such as user retention, time spent in our experiences, and the overall sentiment within the community. These indicators help us understand the impact and reach of our efforts and guide future developments. Our approach is to invest in the next generation of fans, knowing that players will eventually become our next generation of avid fans if we can create that affinity and generate a true connection point to our sport.
Stephen: What other sports organizations have you been following for inspiration? Who else do you think is doing a great job?
Nick: Sure, we pay attention to what our peers are doing, but we focus on running our own race. That said, organizations like the Australian Open, NFL, and NHL have been impressive with their efforts on platforms like Roblox. The Australian Open had a really strong performance on the platform in June. The NFL and FIFA have also launched multiple branded experiences, with FIFA partnering with US Soccer and the German Football Association to create engaging content for fans. It’s impressive to see how everyone has evolved from our days of licensing a single title, sometimes with the same publisher, to embracing the shift towards live services games and iterating along the way. This is a shift that isn’t talked about enough.
One noteworthy effort is the NHL’s partnership with ESPN, integrating into existing experiences rather than building from scratch. This was a smart move and has brought exciting updates and marketing power, enhancing the overall player experience. It’s refreshing to see the NHL lean in as one of the more recent entrants into the space, showcasing their innovative approach.
We’re in an interesting position because we are both a racing series and a sports league. This dual identity allows us to explore unique opportunities in gaming and virtual experiences, leveraging our distinct attributes to create compelling content for our fans.
Stephen: What advice do you have for other sports organizations considering jumping into UGC gaming platforms?
Nick: For sports organizations looking to enter UGC gaming platforms, my advice would be to understand the unique dynamics of each platform and tailor your approach accordingly. It's important to engage authentically with the community and provide value through creative and interactive content. Collaborate with influencers and creators within the platform to amplify your reach and impact. Lastly, be prepared to experiment and iterate based on feedback. The gaming community is dynamic, and staying flexible and responsive will help you succeed in this space. Focus on building a strong community, as investing in the next generation of fans will yield long-term benefits.
Stephen Dypiangco is a strategy and marketing consultant, helping entertainment and sports brands enter Roblox.